Abstract
In recent years, organizations like the United Nations, the European Commission, and the World Economic Forum (WEF) have stated the need to identify new raw materials and processes for conversion into food products and ingredients to address the risk of further environmental degradation and food insecurity. Among the proposed alternatives is reduced consumption (and production) of meat and its’ substitution with novel protein alternatives, namely artificial meat grown in laboratories from stem cells, micro-algae, insects and plant-based proteins. Such strategy heavily depends on consumers and their willingness to reduce meat intake and incorporate novel foods in their diet. But how willing are consumers for such transition? And are they numerous enough to push towards the needed change in the food system? A special segment of consumers who are more willing to take this path are so called flexitarians. This paper looks at discourses and practices in relation to meat reduction and introduction of novel proteins on macro and micro level of social structure. On the macro level we will reveal discourses of food industry and food policy on novel protein solutions by conducting critical discourse analysis of selected texts published by WEF. On the micro level of everyday lives we will present consumers’ perspectives and behaviors related to flexitarianism, based on in-depth interviews with Slovene meat reducers.
Presenters
Andreja VezovnikAssociate Professor, Centre for Social Psychology/Department of Media and Communication, University of Ljubljana FDV, Ljubljana, Slovenia Tanja Kamin
Associate professor/ head of research center, Department of communication studies/ Social psychology research center, University of Ljubljana, Ljubljana, Slovenia
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Food Production and Sustainability
KEYWORDS
Novel Foods, Alternative Proteins, Sustainability, Lab Grown Meat, Consumers, Policy
