What are the most effective communication strategies for accelerating consumer adoption of alternative proteins?
Context and Relevance:
Identifying the most effective communication strategies is crucial for accelerating consumer adoption of alternative proteins, including plant-based, fungi, and microflora-produced animal proteins. This research aims to integrate theory and empirical testing to develop an overarching narrative and individualized messages that effectively educate and persuade non-technical audiences about these alternative protein choices.
Potential Research Approach:
Message Design Cycle: Integrate theory and empirical testing in a cycle of message design to develop an overall narrative and individualized messages for each type of alternative protein (plant-based, fungi, microflora-produced).
Narrative Development: Develop and test an overarching narrative to explain the process and product of each alternative protein choice to a general consumer audience in an understandable, familiar, and transparent way.
Addressing Barriers: Identify and test strategies to effectively address common barriers to adoption (e.g., taste concerns, perceived unnaturalness) across different alternative protein choices.
Additional Questions:
What is the most effective nomenclature for each type of alternative protein (plant-based, fungi, microflora-produced) to enhance consumer understanding and acceptance?
Which message frames (e.g., health benefits, sustainability, taste) are most effective in promoting consumer adoption of each alternative protein choice?
How can unified message frames be developed across consumer segments to effectively communicate the benefits and attributes of alternative proteins?