Exploring consumer attitudes toward plant-based fish analogues for sustainable dietary choices

Aim: The food system is facing numerous challenges in advancing environmental sustainability, human health, and animal welfare. A promising solution is the transition towards plant-based diet. Nevertheless, the perceived poor sensory quality of new plant-based products and the resistance to changing eating habits remain significant hurdles for consumers. Method: 165 consumers (48.5% F; 18-65 years) were clustered based on their attitudes towards food purchase, quality, preparation and consumption using the Food Related Lifestyle questionnaire. The segments of consumers were chracterised according to socio-demographic variables, personality traits and frequency of consumption of plant-based alternatives products. Results: Three clusters of conumers were identified: 1) The largest and oldest group "Careful consumers" (55.1%) prioritized health aspects and carefully read label information. They placed greater importance on food shopping, price criteria and utilized shopping lists for their purchases. They also showed a higher consumption of plant-based analogues. 2) 'Hedonic consumers' (26.1%) were mainly young consumer inclined to try new food products. Their attention is focused on the sensory aspects and food taste; finally 3) 'Uninvolved consumers' (18.8%) showed less interested in food-related activities and information and are less interested in cooking. They exhibit higher neophobia index and they rank among the least frequent consumers of analogues products. Conclusion: Three distinct groups of consumers with significantly different behaviour and attitudes towards the consumption of plant-based analogues were identified. The findings from this study offer valuable insights for the food industry, enabling more targeted communication and educational efforts aimed at promoting sustainable nutrition.