The great protein shift: Understanding consumers and embodied practices in alternative protein consumption

This research explores the adoption and consumption of alternative proteins, critical for achieving sustainable dietary transitions. Through three interconnected studies, it investigates the barriers and facilitators of alternative protein consumption, consumer patterns and motivations, and the inherent tensions influencing ongoing use of such proteins. The studies offer a nuanced understanding of the multidimensional drivers behind these behaviors and present narratives to mitigate tensions and encourage wider adoption. Ultimately, this work provides critical insights to understanding of alternative protein consumption and offers valuable insights for shaping policy, sustainable initiatives, and food retail strategies.