Rethinking protein futures: A conceptual framework for consumer attitude, subjective norms, sustainable eating psychology and culture

This conceptual study proposes an integrated framework linking consumer attitude, subjective norms, and sustainable eating psychology to explain acceptance of alternative proteins. Building on the Theory of Planned Behavior, it highlights how cognitive, emotional, and cultural factors jointly shape sustainable food choices. The model argues that social influence, moral identity, and environmental values interact to determine consumers’ openness toward novel protein sources. By synthesizing insights from sustainability, psychology, and food behavior research, the framework extends understanding beyond traditional behavioral prediction models. The study contributes theoretically by offering a holistic lens for future empirical research and practical strategies to promote sustainable protein adoption.