Print Email Facebook Twitter Smaaksafari: Taste as a driver for sustainable food consumption Title Smaaksafari: Taste as a driver for sustainable food consumption Author Derks, F.S.N. Contributor Tromp, N. (mentor) Bakker, C.A. (mentor) Haenen, I.T.W.C. (mentor) Faculty Industrial Design Engineering Department Design Engineering Programme Master of Science Design for Interaction Date 2015-04-10 Abstract In order to reduce environmental impact caused by the production of animal protein (meat, fish, dairy), the Dutch Ministry of Infrastructure and the Environment (Min. I&M) seeks to stimulate Dutch consumers in lowering their intake of animal protein and shifting towards a more plant-based diet. According to research (Bakker and Dagevos, 2010), the growing group of Dutch flexitarians – people that omit meat from their diet for at least one day a week (77% of population) – is the most promising group to target for a change of food consumption behaviour. This is especially valid for the group of intentional flexitarians that has environmental, personal health and/or animal welfare motivations for reducing their meat consumption. However, stimulating more sustainable food consumption is a complex social dilemma, because some degree of behavioural change needs to be achieved. A big challenge is the fact that collective interests like sustainability often are in conflict with personal interests like convenience. The goal of this project is to: ‘Design a product or service to encourage Dutch intentional flexitarians to reduce their consumption of meat and support them in pursuing a flexitarian eating pattern.’ Eventually, on the long term, this should contribute to a reduction of environmental impact caused by food consumption behaviour. Analysis Insights from the analysis phase show that Dutch intentional flexitarians are motivated to reduce their consumption of meat, because they know that a change of food consumption behaviour will benefit the environment, their personal health and/or animal welfare. However, when time is running short, momentary cravings and convenience of not having to search for a sustainable meal choice become more important than their wish to eat socially responsible. They often don’t know what to cook or feel like they have to compromise on taste when cooking vegetarian. They do not mind eating meatless meals, as long as they are still tasty. Moreover, deep-seated habits and a preference for convenience often lead to undesired meal-choices. Design Vision The analysis identified challenges that complicate maintaining a flexitarian eating-pattern. Combining the conclusions of the literature study and user studies resulted in three relevant design directions. After evaluation of these directions, it was decided to continue within the design direction of ‘Consciousness of taste and flavours’. This direction tried to find a solution for the conflicting concerns of ‘acting socially responsible’ vs. ‘variation in meals is necessary’, ‘meals should always be tasty’ and ‘vegetarians meals are flavourless’. The following design goal was formulated: ‘To reduce environmental impact of food consumption, we want to encourage Dutch intentional flexitarians to reduce their meat consumption by making them more conscious about flavours and personal taste.’ Conceptualisation The design direction of Taste & Flavours was further explored through literature. Combined with two creative sessions, this resulted in a first concept for a smartphone application that teaches users more about flavour perception and their personal taste in food using flavour elements. Flavour elements are elements to describe the factors that influence the perception of flavour (e.g. salty, spicy) and texture (e.g. crispy, creamy). The consultation of two ‘flavour experts’ provided valuable insights for adaptations of the concept. The design was tested and adjusted through several iterations, which led to the final design. Final Design The final design is named Smaaksafari, which translates to ‘Flavour Safari’. Smaaksafari is a smartphone application that aims to stimulate intentional flexitarians to explore their taste in food and helps them to eat in accordance with their personal taste; hereby implicitly stimulating more sustainable food consumption behaviour. The application works in 3 steps; (1) creating consciousness about taste and flavours by capturing and reflecting upon meals using flavour elements, (2) defining a personal taste profile based on the input from step 1 (3) suggesting recipes for evening meals that match the user’s personal taste profile and have a relatively low impact on the environment. With Smaaksafari, users will be able to easily create an overview of what they eat and why they appreciate the flavours and textures present in those meals or why they do not. Smaaksafari is perfect for busy people who every day struggle to decide on what to eat. With a collection of vegetarian recipes that seamlessly fits their personal taste, they no longer have to eat meals that they do not find exceptionally tasty, or meals they would rather not eat if they would have more time to prepare them. Eventually the increased understanding of taste and flavour is expected to lead to an increased appreciation of vegetarian meals and the addition of vegetarian meals to the user’s meal repertoire. This is intended to let them make more well-prepared food choices in the supermarket rather than habitual choices, and eventually to result in a reduction of their meat consumption. By addressing the personal concerns of taste and convenience, it is expected that Smaaksafari provides encouragement and support to Dutch intentional flexitarians in the process of moving towards a more plant-based diet. Subject flexitarianmeat consumptionbehavioural change To reference this document use: http://resolver.tudelft.nl/uuid:ebf630c7-5f7d-47f9-9290-48637be651fc Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2015 Derks, F.S.N.