The meanings attributed to food by consumers, and how their beliefs shape these meanings, can be influenced by various factors such as their social environment, exposure to marketing, and personal experiences. However, one constant is that these meanings will inevitably impact their consumption choices.
One area where these meanings are particularly pronounced is in the case of ideological objects. Plant-based meat, for example, inherently carries ideological significance as it symbolizes a deliberate rejection of traditional meat consumption, even among flexitarians.
A recent paper published in the journal “Appetite” explores the meanings associated with plant-based meat and how they influence food practices. The researchers conducted in-depth interviews with 21 participants of different ages and locations, including vegetarians, vegans, and omnivores. They also studied vegan message boards to gain a broader perspective on the topic.
Plant-based food often carries significant meaning, whether related to health, sustainability, or ethical considerations. These meanings stand in direct contrast to the perception of traditional meat being unhealthy, environmentally harmful, and associated with animal cruelty.
Adopting plant-based meat as part of one’s diet often requires practical adjustments. These changes can include altering cooking methods, selecting different restaurants, and even adjusting exercise routines.
One intersection of practicality and the impact of plant-based meat is observed in how it affects the dietary choices of those living with the participants. The need to prepare separate meals containing plant-based meat can influence the eating habits of others, driven primarily by practical considerations. As one participant explained, their spouse mostly prefers plant-based meat to regular meat, resulting in a shared dietary preference.
In some cases, ethical considerations also influenced individuals close to the participants. One participant mentioned that after having philosophical discussions about veganism with their ex-boyfriend, he eventually decided to go vegan as well.
These influences extend beyond family dynamics and can also affect friendships. One participant shared how their group of friends started buying plant-based meat to accommodate their dietary choices.
Some participants rely on existing plant-based meat alternatives, while others take a more DIY approach and create their own at home. For instance, one creatively-minded consumer from regional Australia grows their own vegetables to substitute for meat due to the limited availability of plant-based meat options in their area.
However, balancing practicality with social norms can be challenging, particularly during occasions centered around meat consumption, such as Easter and Christmas. To address this, food manufacturers can market products that directly replace traditional meats, offering alternatives like turkey or lamb substitutes.
The practice of adopting plant-based meat, fueled by meaning and its associated implications, can create new layers of meaning over time. For example, for some participants, it became a symbol of family unity as they followed in the dietary choices of family members. Others saw it as a way to actively care for their children’s health.
These meanings can also be reinforced by physical sensations, as participants reported feeling lighter and experiencing improvements in their overall well-being after consuming plant-based meat. Participants also acknowledged that plant-based meats might not always be the healthiest option and attempted to address this by focusing on diet and health or seeking less processed alternatives. Some even supplemented their diets with additional nutrients.
The study found that people adopt plant-based meat for a combination of meaningful coherence and practicality, with these two factors often interconnected rather than separate. Ideological objects like plant-based meat, according to the study, disrupt and reconfigure practices in unique ways, as meanings fluctuate between practical considerations and ideology.
The implications of these findings for plant-based food manufacturers are twofold. On one hand, the study supports the notion that many individuals choose plant-based meat primarily for practical reasons, influenced by the choices of their social circle. On the other hand, a significant number of participants attributed deep ethical convictions to their consumption of plant-based meat. To effectively engage with consumers, food manufacturers must be aware of these dual motivations and incorporate them into their branding strategies.
Ultimately, understanding the meanings attributed to plant-based meat products can enable manufacturers to better meet the desires and preferences of consumers.
Sourced From: Appetite
‘Transforming practice chains through ideological objects: How plant-based meats impact consumers’ everyday food practices’
Published on: 27 June 2023
DOI: https://doi.org/10.1016/j.appet.2023.106765
Authors: Dr R. Venkatraman, M. P. H. Ruiz, Dr A. S. Lawrence, J. Lei, A. Nagp
