Young Consumers’ Intention to Consume Innovative Food Products: The Case of Alternative Proteins

The contemporary food environment is experiencing substantial transformations, and sustainability and the pursuit of novel ingredients have become pivotal factors in consumer decision-making and business strategy formulation. The emergence of alternative proteins has significant implications for sustainability, climate change mitigation and animal welfare, and can potentially promote the achievement of different United Nations Sustainable Development Goals. The spread of these novel foods requires significant attention, particularly concerning younger demographics, which are often considered to be more environmentally and ethically aware when making dietary choices. This study investigates the psychological and attitudinal factors that shape young consumers’ intention to consume plant-based, insect-based, and cultured meat alternative proteins, and verifies the existence of heterogeneous segments of consumers. To this purpose principal component analysis and k-means cluster analysis are employed using data from an online survey conducted in Italy, with a sample of 350 young consumers. The findings reveal that the intention to consume alternative protein sources is not particularly pronounced among the young consumers and differs according to the type of alternative protein. Three different profiles of young consumers were found: traditionalist (39% of the sample); enthusiastic (17%) and open-minded (44%). These segments differ significantly with respect to consumption intention, socio-demographic, lifestyle and psychological variables. The results provide useful insights for policymakers to design targeted interventions to encourage young consumers’ sustainable food choices. The findings could also be useful for marketers interested in investing in such innovations as they can benefit from an in-depth knowledge of this market segment.