Understanding consumers' perception and attitudes towards sustainable alternative protein consumption on the island of Ireland

Background Alternative proteins to meat are widely proposed as solutions to enhance the sustainability of the food system. Their environmental, food security and economic value make them an increasingly popular focus of research. However, omnivorous consumers generally show a higher preference for meat than for alternative proteins, underscoring the importance of understanding the factors that influence consumer perceptions and acceptance of sustainable alternative proteins. In addition, there are significant regional differences in the development of alternative proteins worldwide, resulting in varying levels of consumer acceptance. The Island of Ireland (IOI), having just begun its journey in promoting sustainable alternative proteins, has limited consumer research on the acceptance of these proteins. Moreover, studies on consumer perceptions regarding the regular consumption of alternative protein foods in the diet have also been much less studied worldwide. Aim and objectives This project aims to deepen the understanding of factors influencing consumer perceptions and acceptance of sustainable alternative proteins on IOI. It assesses evidence for the development of sustainable alternative proteins in this region, which has traditionally depended heavily on animal agriculture. Thesis is embargoed until 31 July 2028.