{"id":2,"date":"2020-12-06T20:48:47","date_gmt":"2020-12-06T20:48:47","guid":{"rendered":"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/?page_id=2"},"modified":"2021-12-07T21:08:43","modified_gmt":"2021-12-07T21:08:43","slug":"sample-page","status":"publish","type":"page","link":"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/","title":{"rendered":"The Consumer Dimension of Future Foods"},"content":{"rendered":"\n<h1 class=\"has-text-color wp-block-heading\" style=\"color:#098470\"><span style=\"color:#4c125a\" class=\"has-inline-color\">The Consumer Dimension of Future Foods &#8211; welcome to our programme&#8217;s website. <\/span><\/h1>\n\n\n\n<p><span class=\"has-inline-color has-red-color\">This research project investigates the consumer drivers of <strong>plant-based protein consumption<\/strong> in terms of engagement by individuals across various ethnic and population groups. One main focus will be to identify <strong>sensory drivers<\/strong>.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-embed-vimeo wp-block-embed is-type-video is-provider-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Consumer Dimension of Future Foods - About the project\" src=\"https:\/\/player.vimeo.com\/video\/565372339?dnt=1&amp;app_id=122963\" width=\"625\" height=\"352\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-background is-style-wide\" style=\"background-color:#4c125a;color:#4c125a\" \/>\n\n\n\n<h2 class=\"has-text-color wp-block-heading\" style=\"color:#098470\">Where do you fit in?<\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><a href=\"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/12\/Motivators-and-Barriers_Visualisation_Full_Resized-for-website-scaled.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"2560\" src=\"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/12\/Motivators-and-Barriers_Visualisation_Full_Resized-for-website-scaled.jpg\" alt=\"\" class=\"wp-image-959\" srcset=\"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/12\/Motivators-and-Barriers_Visualisation_Full_Resized-for-website-scaled.jpg 2560w, https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/12\/Motivators-and-Barriers_Visualisation_Full_Resized-for-website-300x300.jpg 300w, https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/12\/Motivators-and-Barriers_Visualisation_Full_Resized-for-website-1024x1024.jpg 1024w, https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/12\/Motivators-and-Barriers_Visualisation_Full_Resized-for-website-150x150.jpg 150w, https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/12\/Motivators-and-Barriers_Visualisation_Full_Resized-for-website-768x768.jpg 768w, https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/12\/Motivators-and-Barriers_Visualisation_Full_Resized-for-website-1536x1536.jpg 1536w, https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/12\/Motivators-and-Barriers_Visualisation_Full_Resized-for-website-2048x2048.jpg 2048w, https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/12\/Motivators-and-Barriers_Visualisation_Full_Resized-for-website-624x624.jpg 624w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/a><figcaption>click on the image to view the motivators\/barriers in detail<\/figcaption><\/figure><\/div>\n\n\n\n<p>There are many reasons for consumers to eat plant-based foods (PBFs). In the diagram above, we have visualised the most important drivers for consumers when choosing PBFs. Each factor can be either a motivator or a barrier.<br><\/p>\n\n\n\n<p style=\"background-color:#d2fef3\" class=\"has-background has-small-font-size\"><em>An example:<br><\/em>Let\u2019s take the example of <em>social status<\/em>. A person may choose PBFs because by eating them they associate with and\/or are accepted by people with similar ideals. In this case, social status would be a motivator for eating PBFs.<br>On the other hand, a person may avoid PBFs because they are afraid of being judged by their family\/friends. Maybe they associate eating meat with being \u2018manly\u2019 or rich? Social status would then be a barrier to eating PBFs.<br>In both of these examples, social status would be rated as &#8216;important&#8217; concerning consumption of PBFs. However, social status may have no impact whatsoever on your choices. Then, it would be rated as &#8216;not important&#8217;.<\/p>\n\n\n\n<hr class=\"wp-block-separator is-style-wide\" \/>\n\n\n\n<h2 class=\"has-text-color wp-block-heading\" style=\"color:#098470\">&#8220;The&nbsp;Consumer&nbsp;has to WANT&nbsp;(not&nbsp;just&nbsp;like)&nbsp;the&nbsp;food\u201d&nbsp;<\/h2>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<p>Any changes to our&nbsp;current&nbsp;food&nbsp;systems&nbsp;need&nbsp;to be consumer-led.&nbsp;Sustainable diets need&nbsp;to<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>taste&nbsp;good&nbsp;<\/li><li>be effortless&nbsp;and&nbsp;cost-effective&nbsp;<\/li><li>become&nbsp;the&nbsp;normal&nbsp;choice.<\/li><\/ul>\n\n\n\n<p>See our very own&nbsp;Professor Joanne Hort speak&nbsp;about the consumer&nbsp;at the <strong>2021&nbsp;Feed Our Future<\/strong>. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-image\"><figure class=\"alignright size-large\"><a href=\"https:\/\/vimeo.com\/564375832\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/08\/202106_FeedOurFuture_Joanne-7-1-1024x768.jpg\" alt=\"image of Joanne Hort speaking at 2021 Feed our Future - link to Vimeo video\" class=\"wp-image-600\" srcset=\"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/08\/202106_FeedOurFuture_Joanne-7-1-1024x768.jpg 1024w, https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/08\/202106_FeedOurFuture_Joanne-7-1-300x225.jpg 300w, https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/08\/202106_FeedOurFuture_Joanne-7-1-768x576.jpg 768w, https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/08\/202106_FeedOurFuture_Joanne-7-1-400x300.jpg 400w, https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-content\/uploads\/sites\/80\/2021\/08\/202106_FeedOurFuture_Joanne-7-1.jpg 1486w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption><a rel=\"noreferrer noopener\" href=\"https:\/\/vimeo.com\/564375832\" target=\"_blank\">J Hort: \u201cConsumers are central to any change&nbsp;in&nbsp;the food system\u201d at 2021 Feed our Future<\/a>&nbsp;(on Vimeo.com)<\/figcaption><\/figure><\/div>\n\n\n\n<p><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The Consumer Dimension of Future Foods &#8211; welcome to our programme&#8217;s website. This research project investigates the consumer drivers of plant-based protein consumption in terms of engagement by individuals across various ethnic and population groups. One main focus will be to identify sensory drivers. Where do you fit in? There are many reasons for consumers [&hellip;]<\/p>\n","protected":false},"author":163,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"open","template":"showcase.php","meta":{"footnotes":""},"class_list":["post-2","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-json\/wp\/v2\/pages\/2","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-json\/wp\/v2\/users\/163"}],"replies":[{"embeddable":true,"href":"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-json\/wp\/v2\/comments?post=2"}],"version-history":[{"count":48,"href":"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-json\/wp\/v2\/pages\/2\/revisions"}],"predecessor-version":[{"id":1988,"href":"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-json\/wp\/v2\/pages\/2\/revisions\/1988"}],"wp:attachment":[{"href":"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/wp-json\/wp\/v2\/media?parent=2"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}