Cultivating change in food consumption practices: The reception of the social representation of alternative proteins by consumers.

This article is concerned with the dynamics of change in protein consumption practices from the perspective of the consumer. It is based on a model, informed by social representation theory, that aims to understand the role played by various types of representation of alternative proteins in the process of changing food consumption practices. It discusses the reception, by consumers, of the representations associated with alternative proteins on Instagram. Methodologically, three focus groups were organized with different consumer segments (omnivorous, flexitarian and vegetarian and vegan consumers), as well as seven individual interviews. Participants were submitted to the social representations of alternative proteins, and visual stimuli from social media were mobilized for this purpose. Results show that the publications which boast the environmental, animal welfare or health attributes of alternative proteins generally contribute to the cultivation of new elements of practices. While this kind of publications is essential to help consumers question their established practices linked to meat and dairy consumption, they can also generate a critical reception that is not conducive to change, making them a double-edge sword. Publications that relate to the representations involved in daily food consumption proteins (e.g. that alternative proteins are versatile and crowd-pleasing) emerge as being safer in terms of reception, although as standalone they may not be able to achieve a deep level of change in food consumption practices. The results of this study show the importance of deploying a diverse communication strategy about alternative proteins that appeal to a variety of consumer segments.

Towards Win-Win Policies for Healthy and Sustainable Diets in Switzerland.

The first Swiss national dietary survey (MenuCH) was used to screen disease burdens and greenhouse gas emissions (GHG) of Swiss diets (vegan, vegetarian, gluten-free, slimming), with a focus on gender and education level. The Health Nutritional Index (HENI), a novel disease burden-based nutritional index built on the Global Burden of Disease studies, was used to indicate healthiness using comparable, relative disease burden scores. Low whole grain consumption and high processed meat consumption are priority risk factors. Non-processed red meat and dairy make a nearly negligible contribution to disease burden scores, yet are key drivers of diet-related GHGs. Swiss diets, including vegetarian, ranged between 1.1-2.6 tons of CO2e/person/year, above the Swiss federal recommendation 0.6 ton CO2e/person/year for all consumption categories. This suggests that only changing food consumption practices will not suffice towards achieving carbon reduction targets: Systemic changes to food provisioning processes are also necessary. Finally, men with higher education had the highest dietary GHG emissions per gram of food, and the highest disease burden scores. Win-win policies to improve health and sustainability of Swiss diets would increase whole grain consumption for all, and decrease alcohol and processed meat consumption especially for men of higher education levels.

Promoting 'pro', 'low', and 'no' meat consumption in Switzerland: The role of emotions in practices.

Meat consumption has become a contentious issue among the Swiss population. The emotional character of the debates surrounding the necessity for a change of habits, namely a reduction in consumption and a shift in the kind of meat we eat, reveals its particular place in our societies: as a symbolic food with roots in our affective economies, as involved in the creation of a shared culture and national identity, and as a political object used to defend different views. To date, research in sustainable consumption has given much attention to environmental- and animal-friendly groups and their practices. However, certain interest groups have been voicing the right to meat, or promoting alternative forms of meat consumption. In this paper, we seek to understand the affective dimension of 'no', 'low' and 'pro' meat consumption initiatives in the Swiss context. Based on a qualitative study and an understanding of emotions as part of social practices, we draw out what affects and related moralities are being mobilized by prescribers and how they are picked up in practice. By doing so, we contribute to further understanding the emotions and moral registers linked to different approaches to meat (non)consumption, their role in promoting certain practices over others, as well as the dynamics that make reducing meat consumption so controversial. We conclude by discussing the need to take emotions and related moralities seriously as a crucial step towards understanding opportunities for 'healthy and sustainable' food practices.

Cutting through conflicting prescriptions: How guidelines inform "healthy and sustainable" diets in Switzerland.

This paper takes as a starting point "food consumption prescriptions", or guidelines on what and how one should eat when it comes to "healthy and sustainable diets". Through qualitative research in Switzerland, involving discourse analysis, observations, in-depth interviews, and focus groups, we set out to uncover the more dominant prescriptions put forward by a variety of actors, how consumers represent these prescriptions, as well as overlaps and tensions between them. The notion of a "balanced meal" is the more prominent prescription, along with the idea that food and eating should be "pleasurable". Guidelines towards eating local and seasonal products overlap with organic and natural food consumption, while prescriptions to eat less meat of higher quality are in tension with prescriptions around vegetarian and vegan diets. We then consider how prescriptions play out in daily life, as both a resource and obstacle towards the establishment of eating habits, and what dimensions of everyday life have the most influence on how certain prescriptions are enacted - contributing to conceptual deliberations on food in relation to social practices. Time, mobility, and the relationships built around food and eating are forces to be reckoned with when considering possible transitions towards the normative goal of "healthier and more sustainable diets".