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Respondents’ attitudes towards meat and meat alternatives: propensity and reasons for meat reduction (Panel (A)); preferred options to replace meat (Panel (B)); meat alternatives acceptable for Italians (Panel (C)); expressed as % values.

Respondents’ attitudes towards meat and meat alternatives: propensity and reasons for meat reduction (Panel (A)); preferred options to replace meat (Panel (B)); meat alternatives acceptable for Italians (Panel (C)); expressed as % values.

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Growing worldwide food demand with its environmental impacts requires a reshaping of food consumption. This study aims to evaluate the degree of Italian consumers’ awareness of sustainability and whether protein alternatives to meat could be accepted. A cross-sectional survey was carried out on a group of 815 respondents, representative of the Ital...

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... This study builds up on data from a previous investigation by Aureli et al. (2023), which identified five consumer clusters based on the importance attributed to meat in diet, the intention to adopt more sustainable food choices, and the demand for (inter)national regulatory measures. The findings from that study indicated that significant portion of the Italian population is open to change and supports stricter regulations from the European Union. ...
... The dataset utilised in this study was derived from the cross-sectional survey detailed in the paper by Aureli et al. (2023). The sample included 815 adults (aged between 18 and 65 years) living in Italy, recruited with the help of the specialised market research agency, SWG Italy®. ...
... Complete socio-demographic information on the studied sample are reported in Table 1 and could be found in the already-mentioned paper (Aureli et al. 2023). For the purpose of the present work, it is important to note that socio-demographic characteristics of the sample were consistent with the overall socio-demographic composition of the Italian population (ISTAT 2020) as far as gender, age, and area of residence. ...
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... Apart from this, the dimension on meat and plant-based alternative was also correlated with educational level. In this case greater educational level was positively associated with less barriers toward meat intake moderation which is in accordance with previous studies (Aureli et al., 2023;Kenny et al., 2023;Milford et al., 2019). Kenny et al. (2023) suggested that individuals with higher educational level often believe that current meat consumption is excessive and should be limited accordingly, thus leading to the uptake of plant-based meat alternatives. ...
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... Studies show that a significant portion of consumers are sceptical (Macdiarmid et al., 2016) or limitedly aware of the environmental impacts of their food choices (Aureli et al., 2023;Mann et al., 2018). The prevailing consumer attitude tends to be more egocentric, valuing health Rickerby & Green, 2024) and quality over environmental or social sustainability (Annunziata & Mariani, 2018). ...
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... Poultry consumption is anticipated to rise as high as 152 million tons (FAOSTAT, 2024). Such a shift in consumption patterns may be influenced by concerns about health and the environment and altering consumer preference and purchasing power (Aureli et al., 2023;Cobanoglu et al., 2014;Mohammadi et al., 2023). One of the consumers' preferences is to use healthy food products and avoid consuming food containing antibiotics (Oviedo-Rondon, 2016). ...
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... Commercialising insect-based food (IBF) in Western markets must overcome considerable consumer resistance to eating insects (Aureli et al., 2023). Despite evidence of widespread disgust and food neophobia about entomophagy (Sogari, Riccioli, et al., 2023;White et al., 2023), research has also identified potential early adopters of IBF in Western countries (House, 2016;Khalil et al., 2024;Rovai et al., 2021). ...
... This is similar to findings of prior studies in Germany (BMEL, 2023;Gassler et al., 2024;Orsi et al., 2019), confirming the existence of potential early adopters and indicating growth potential for the IBF market within Germany's alternative protein market. In comparison to recent studies on consumer acceptance in other European countries, this value demonstrates a lower level of acceptance compared to Spain (Khalil et al., 2024), but higher compared to Italy (Aureli et al., 2023;Valesi et al., 2024) and Poland (Szlachciuk & Ż akowska-Biemans, 2024). ...
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