European Social Marketing Conference 2026

8. Food and the environment

20 Minute Oral Presentation

This session examines across two studies how the impact of different ingredient types differs based on whether individuals regularly consume animal protein (omnivores) or limit their meat intake (i.e., flexitarians, vegetarians, or vegans). Results show that pulse-based meat substitutes are preferred due to enhanced health and sustainabil­ity perceptions. Our studies show that ingredient information and emphasis on one spe­cific ingredient could significantly influence the evaluation of meat substitutes.