How to SHIFT adolescents’ behavior toward alternative proteins? The case of entomophagy

Abstract En

Purpose Our research aims to understand adolescents’ perceptions of alternative food such as insects in Western countries. Objectives are to identify (1) a “green gap” between their favorable attitudes toward adopting a sustainable diet and their real-life behaviors, (2) the perceived benefits and costs of adopting sustainable habits and (3) how the potential green gap can be reduced by the psychological factors grouped under the acronym SHIFT proposed by White et al. (2019): Social influence, Habit formation, Individual self, Feelings and cognition and Tangibility. Design/methodology/approach We conducted in-depth semi-structured interviews with 31 French teenagers (12–18 years old). Manual thematic content analysis was compared with two types of lexicometric analysis (IRaMuTeQ and LIWC). Findings The conflict between adolescents’ personal desires and environmental goals reflects a green gap. The analysis of the benefits and costs expressed by adolescents shows the relevance of the levers of the SHIFT framework to encourage behavior change. In particular, the social dimension is valued for entomophagy. Research limitations/implications This research explores the acceptance of one type of alternative protein (insect-based foods) by French teenagers. Practical implications The SHIFT framework highlights the most effective psychological drivers in adolescents for businesses and governments to encourage the adolescent consumption of alternative proteins. Social implications This research helps to demonstrate the role of marketing in encouraging sustainable eating habits. It is fully in line with the major climate-related marketing challenges. Originality/value Applying White et al .'s (2019) SHIFT analysis framework to adolescents and entomophagy, this work proposes avenues for action and innovation to reduce the green gap between attitudes and behaviors in the context of sustainable food consumption.