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This paper proposes a transition framework for restoring a healthy and sustainable balance in protein consumption in high-meat eating countries. The transition aims to reduce total protein intake as well as the dietary ratio of animal over plant protein (from 60:40 via 50:50 to 40:60), which will require changes in consumer food choice processes at the levels of diets, dishes and dish ingredients. The paper describes the background and the potential use in strategy development of the proposed DDDI (diets, dishes, dish ingredients) framework, building on existing literature. The material is integrated in a novel manner, with a key role for two dish-oriented strategies as links between national dietary guidelines, on the one hand, and product-oriented marketing approaches, on the other hand. The first strategy is promoting a varied dish pattern that includes at least some dishes with alternative protein ingredients, chosen for reasons of either meatiness, authenticity or convenience. The second strategy involves promoting a shift to mixed dishes in which part of the protein is of animal origin and the rest of plant origin. Additional complimentary strategies will be necessary to address high incomes (for sustainability) and low incomes (for health).

A shift to a more healthy and sustainable diet (as recommended by the EAT Lancet Commission report) is currently hampered by persistent choices for meat, which are based on stable preferences and positive feedback mechanisms at the individual, social, and economic/organizational level. This paper puts forward the view that proposals for a diet shift will fall short without broad social legitimation, aimed at a change in social norms. That what previously belonged to the domain of morally acceptable practices (eating animal protein sources) has to be strongly limited, whereas what was previously not considered particularly noteworthy (eating plant protein sources) should become an accepted and, subsequently, a preferable alternative. This process of reordering has been set into motion by a typically expert-based legitimation, but the pace of its progress will depend on many other forces operating throughout society. Building on van Leeuwen’s framework of persuasive strategies, this conceptual review paper aims to improve understanding of the various categories of legitimation, related to authority, moral evaluation, rationality, and story logic. Each category is examined with a view to how it may support (or oppose) the reordering of protein sources necessary for a diet shift. Key strategies are a further revision of the existing authority-based dietary guidelines, using the diversity of rationality-based legitimations to support them, avoiding polarization of moral-based ideologies and being cautious of myths, micro-myths and stories.

This paper explores how the transition to a low-carbon society to mitigate climate change can be better supported by a diet change. As climate mitigation is not the focal goal of consumers who are buying or consuming food, the study highlighted the role of motivational and cognitive background factors, including possible spillover effects. Consumer samples in the Netherlands (n = 527) and the United States (n = 556) were asked to evaluate food-related and energy-related mitigation options in a design that included three food-related options with very different mitigation potentials (i.e. eating less meat, buying local and seasonal food, and buying organic food). They rated each option's effectiveness and their willingness to adopt it. The outstanding effectiveness of the less meat option (as established by climate experts) was recognized by merely 12% of the Dutch and 6% of the American sample. Many more participants gave fairly positive effectiveness ratings and this was correlated with belief in human causation of climate change, personal importance of climate change, and being a moderate meat eater. Willingness to adopt the less meat option increased with its perceived effectiveness and, controlling for that, it was significantly related to various motivationally relevant factors. The local food option appealed to consumer segments with overlapping but partly different motivational orientations. It was concluded that a transition to a low carbon society can significantly benefit from a special focus on the food-related options to involve more consumers and to improve mitigation.

The shift towards a more sustainable diet necessitates less reliance on foods of animal origin. This study presents data from a representative survey of Dutch consumers on their practices related to meat, meat substitution and meat reduction. The practices reflected a cultural gradient of meat substitution options running from other products of animal origin and conventional meat free meals to real vegetarian meals. To investigate feasible substitution options, a variety of meals without meat were presented using photos, which were rated by the participants in terms of attractiveness and chances that they would prepare a similar meal at home. The results demonstrated the influence of meal formats, product familiarity, cooking skills, preferences for plant-based foods and motivational orientations towards food. In particular, a lack of familiarity and skill hampered the preparation of real vegetarian meals. Based on the findings we propose a diversified understanding of meat substitution and we specify four policy-relevant pathways for a transition towards a more plant-based diet, including an incremental change towards more health-conscious vegetarian meals, a pathway that utilizes the trend towards convenience, a pathway of reduced portion size, and practice-oriented change towards vegetarian meals. © 2011 Elsevier Ltd.

This paper aims to improve our understanding of food choices that are more sustainable in terms of moral and health aspects of eating. The aim of sustainability may require that people in Western countries choose to eat smaller quantities of meat as well as types of meat that are produced in a more responsible way. Focusing on mediators of the relationship between broad universalistic values and meat choices, we examined how involvement in food can be separated into promotion-oriented and prevention-oriented motivational goals. In a survey among 1530 Dutch consumers we found that most of the basic human values were to a certain extent related to the direction of the food choice motives. However, giving priority to universalism appeared to be unique in its impact on food choices favouring less meat or free-range meat. This impact was weak but robust and it was mediated by prevention-oriented food choice motives together with a high level of involvement in food and motive-congruent animal friendly attitudes. © 2007 Elsevier Ltd. All rights reserved.