Shaping Consumer Acceptance of Alternative Protein: The Impact of Bioengineering and Health Messaging on Mycoprotein Acceptance

Abstract

Food security has become an increasingly critical global challenge, there is a need for protein alternatives that are both scalable and sustainable. Alternative proteins show potential, but the sector faces challenges with sales declining, and consumer barriers relating to taste, texture and price. Mycoprotein, a protein made by fungal fermentation, shows potential to overcome common alternative protein barriers with its meat-like texture, complete amino acid profile and high fiber content with minimal processing. Genetic modification can improve nutritional and sensory characteristics, addressing consumer barriers. However, limited research exists on consumer acceptance of genetically modified alternative proteins, especially in the context of the US National Bioengineering Food Disclosure Standard (NBFDS). This research investigated how market communication influences consumer acceptance of genetically modified mycoprotein through a mixed-methods approach.

Three sub questions were addressed, regarding exploration of communication strategies, determining effects of bioengineering disclosure on willingness to try and buy and by exploring mycoprotein nomenclature preferences. Qualitative interviews with four industry and academic experts and a quantitative cross-sectional survey of 165 US consumers were performed to answer the research questions. The survey employed a 2x4 mixed factorial design testing bioengineering logo presence (between-subjects) and four different health/nutrition claims (within-subjects). Thematic analysis was performed to extract themes from the interviews and linear mixed-effects models were used for survey statistical analyses.

Expert interviews identified four primary communication strategies in the alternative protein sector: Respecting consumer routines, evoking familiar associations, emphasizing tangible benefits and employing subtle communication. These communication strategies are responses to the identified main barriers: routine rigidity, food neophobia and trust concerns regarding industry credibility. The interviews indicated a shift from communal benefits, like sustainability, toward tangible health benefits. Contrary to expectations, bioengineering disclosure did not significantly influence willingness to try (p=.983) or buy mycoprotein. However, bioengineered logo was found to negatively moderate the influence of perceived trust (β = -0.263, p < .01) and perceived healthiness (β = -0.173, p < .05) on willingness to try mycoprotein, indicating that bioengineering disclosure might shift consumer decision-making dynamics rather than negatively impacting willingness to try. Health benefits were confirmed to be a primary motivator for consumers interested in mycoprotein (61% of respondents). Food neophobia was found to significantly predict willingness to try mycoprotein (β = -0.220, p < .01), but not to buy mycoprotein. In terms of nomenclature, ‘Yeast’ related naming evoked positive associations in participants, with ‘Nutritional yeast’ receiving the highest Net Positivity Score (30) followed by ‘Yeast protein’ (24), ‘Mycoprotein’ (13), ‘Mycelium’ (6), and ‘Yeast biomass’ (1).

This research extends on dual processing theory to genetically modified alternative proteins, showing that identified communication strategies target either System I or System II thinking. The found moderation effect of bioengineering disclosure on decision-making heuristics present a contribution to existing food decision-making literature and the NBFDS. Findings inform industry product development and communication strategy, emphasizing health benefits with fiber emerging as a promising strategy.