Attitudes towards increasing the intake of plant-based foods and reducing the intake of meat in segments of Norwegian consumers

ntroduction From a health- and environmental perspective, it is beneficial that the population increases the intake of plant-based foods and reduces the intake of meat. In order to achieve such a change, it is necessary to understand the attitudes of different segments of the Norwegian population towards this change. Objectives The objectives of this thesis are: 1) Identify the characteristics of different segments of Norwegian consumers regarding their food habits and attitudes towards a sustainable diet. 2) Identify the nutritional quality and environmental footprint of the segment’s dietary patterns. 3) Identify barriers and motivations for different segments to increase their intake of plant-based foods and reduce the intake of meat. Method A cluster analysis of a country-representative sample was conducted, to map out the characteristics of consumer segments in the population. The segments were then compared with qualitative descriptions “personas” to supplement the data with further insights. The dietary intakes of the different segments were assessed in terms of nutritional quality and environmental footprint. Results and conclusion The results showed different attitudes among the segments towards increasing the intake of plant-based foods and reducing the intake of meat. For some segments, a large proportion reported wanting to change their diet in such a direction, while other segments showed low willingness. Furthermore, the results indicated large differences between the nutritional quality and the environmental footprint of the segments' dinner intakes. Disadvantages associated with preparation of plant-based meals and low willingness to buy ready-made vegetarian products were among the barriers found in most segments. Health was a greater motivation than environment/climate to change diet among most segments. The interconnection of the segments and the personas in this thesis provides additional insights that can be valuable when developing interventions and food-products to facilitate a transition towards a more sustainable and healthy diet