ENZYMATIC AND MICROBIOLOGICAL ASPECTS OF FOOD PREPARATION .

SUBMITTED BY

GROUP TWELVE STUDENTS

SUBMITTED TO THE DEPARTMENT OF FOOD SCIENCE,

FACULTY OF FOOD AND CONSUMER SCIENCES,

LADOKE AKINTOLA UNIVERSITY OF TECHNOLOGY,

OGBOMOSO, OYO STATE.

IN PARTIAL FULFILMENT OF REQUIREMENTS FOR THE

AWARD OF BACHELOR OF TECHNOLOGY (B. TECH)

IN FOOD SCIENCE.

DECEMBER , 2024.
 LIST OF GROUP 12 STUDENTS

OREAGBA IBITOLA ABDULLATEEF 205610

OBAKURO MICHAEL TOLUWANIMI 205841

AROWOLO PRECIOUS BOSE 200728

OLAYINKA BLESSING IFEOLUWA 204703

AKINLABI AMINAT 202128

BUSARI AJARAT FOLASADE 202615

ADETOLA OLUWAFERANMI SHINA-AYO 202579

OMOTUNDE MICHAEL ABAYOMI 205603

AKINTOLA FIYINFOLUWA EUNICE 204272

ABDULJELEEL HIKMOT OLABISI 206222

OMOLE TEMILOLUWA DEBORAH 204147

OYEYIOLA KUDIRAT ABIKE 201374

OGUNNIYI FEYIKUNMI RACHEAL 202540

IBRAHIM ISLAMIYYAH ADESEWA 203697

ANYAWU ROSEMARY ONYEKACHI 205979

 TABLE OF CONTENT

CHAPTER ONE

1.0. INTRODUCTION

1.1 General Background

1.2 Problem Statement

1.3 Justification

1.4 Aims and Objectives

1.4.1 Aim

1.4.2 Specific Objectives

CHAPTER TWO

2.0. LITERATURE REVIEW

2.1 Introduction to Consumer Food Choice Influenced by Climate Change

2.2 Definition of Consumer Food Choice and its Significance in the Context of Climate Change

2.3 Factors Influencing Food Choice

2.3.1 Environmental Awareness and Food Choices

2.3.2 Environmental Concerns

2.3.3 Dietary Shifts towards Sustainability

2.3.4 Sustainable Consumption Patterns

2.3.5 Socio-Demographic Influences on Food Choices

2.3.6 Barriers to Sustainable Food Choices

2.3.7 Policy and Market Interventions

2.3.8 The Role of Technology and Innovation

2.4. Impacts of Climate Change on Food System

2.5. Impacts of Food Systems on Climate Change

CHAPTER THREE

3.0 METHODOLOGY

3.1. Awareness of Climate Change and Food

3.1.1 Consumer Knowledge and Perception

3.2 Information Source

3.2.1 Attitude Plus

3.2.2. Social Norms

3.2.3 Perceived Behavioral Control

3.2.4 Habitual Behavior

3.2.5 Felt Obligation

3.2.6 Affect

CHAPTER FOUR

4.0 CONCLUSION

4.1 References
 CHAPTER ONE

1.0. INTRODUCTION

1.1 General Background

Climate change is one of the greatest ecological and social challenges of the twenty-first century.

Sociologists have made important contributions to our knowledge of the human drivers of

contemporary climate change, including better understanding of the effects of social structure

and political economy on national greenhouse gas emissions, the interplay of power and politics

in the corporate sector and in policy systems, and the factors that influence individual actions by

citizens and consumers. The earth’s climate has always changed in response to changes in the

cryosphere, hydrosphere, biosphere and other atmospheric and interacting factors. It is widely

accepted that human activities are now increasingly influencing changes in global climate. The

application of the human senses in studying consumer preferences and acceptance of food

products has become increasingly multi- and cross-disciplinary in recent years. Moreover,

sensory and consumer science is now more widely applicable than ever to a multitude of food
and eating scenarios, including both intrinsic (to the food itself) and extrinsic (non-food cues)

factors that influence food choice and eating behavior.

Acceptance and preference of the sensory properties of foods have been and are still among the

most important criteria determining food choice. There is much empirical research showcasing

the effect that our senses have on our perception, affective response to food products and our

food choices. This effect of the senses is of course also affected by both the intrinsic food

product factors as well as extrinsic factors in a multitude of manners, both independently and in

synergy.

The pressing question is how these factors specifically affect our acceptance and preference for

foods, both in and of themselves and in combination in various contexts, both fundamental and

applied. In addition, there is the question of which of these factors overall play the largest role in

how we perceive and behave towards food in daily life. Finally, there is the question of how

intrinsic and extrinsic factors can be utilized to affect our preferences and final acceptance of real

food and food products from industrial production and beyond for healthier eating. A closer look

at trends in research showcasing the influence that external and internal influences and our

senses have on our perception and affective response to food products and our food choices is

therefore timely.

Thus, in this Special Issue collection “Consumer Preferences and Acceptance of Food Products”

we bring together articles which encompass the wide scope of multidisciplinary research and

perspectives in the space related to the determination of key factors involved. The articles

included can be considered to cover stakeholders in the perception chain, from ‘the Senses’

regarding fundamental interactions on to ‘Physiological responses’ ‘Food choice’ itself, and on

to studies looking at ‘Purchasing decision processes’ and finally to key factors in relation to

behaviors in the ‘Market itself’. Moreover, we include an in-depth review of extrinsic vs.

intrinsic factors themselves in a sweetness in beverage context which brings a unique perspective

to beverage design for the future.

1.2 Problem Statement

Despite growing awareness of the environmental implications of food choices, there remains a

gap in understanding the nuanced factors that influence consumer decisions, particularly in the

context of climate change. While trends such as the rise of plant-based diets and preference for

local, seasonal foods indicate a shift towards more sustainable eating habits, the extent to which

climate change influences these choices requires deeper exploration. Therefore, there is a need to

investigate the current trends in understanding consumers' food choices, considering climate

change as a significant factor, to inform targeted interventions aimed at promoting more

environmentally conscious eating behaviors.

1.3 Justification

Food production and consumption contribute significantly to greenhouse gas emissions,

deforestation, and biodiversity loss. Understanding how consumer food choices intersect with

climate change is crucial for mitigating these environmental impacts and fostering sustainability.

Climate change affects food security and nutrition, exacerbating challenges such as malnutrition

and foodborne illnesses. By identifying patterns in consumer food choices influenced by climate

change, public health interventions can be designed to address emerging risks and promote
healthier diets.

Policymakers need evidence-based insights into consumer behavior to develop effective

policies that incentivize sustainable food production and consumption practices. By elucidating

the role of climate change in shaping food choices, policymakers can design targeted

interventions to promote environmentally friendly dietary habits.

Climate change disproportionately affects vulnerable populations, including low-income

communities and marginalized groups. Understanding how differentdemographics perceive and

respond to climate-related food choices can inform strategies to ensure equitable access to

sustainable and nutritious food options. In summary, investigating the current trends in

understanding consumers' food choices in the context of climate change is essential for

addressing environmental, public health, economic, and social equity concerns. By bridging the

gap between research and action, this exploration can guide interventions aimed at fostering

more sustainable and resilient food systems in the face of climate change.

1.4 Aims and Objectives

1.4.1 Aim

This report aims to understanding the current trends in consumer food choice considering climate

change as a factor.

1.4.2 Specific Objectives

1. To investigate the effect of climate change on consumers’ food choice

2. To explore consumers attitude, perception, and behaviour towards sustainable food choice

3. To examine the role of socio-economic factors in shaping consumers’ food preference amidst

climate change concerns.

4. To assess the effectiveness of existing policies and initiatives aimed at mitigating the

environmental impact of food consumption.

CHAPTER TWO

2.0. LITERATURE REVIEW

2.1 Introduction to Consumer Food Choice Infleunced by Climate Change

Climate change has become a critical global issue, influencing various aspects of human life,

including food production and consumption. As consumers become more aware of

environmental issues, their food choices are increasingly influenced by the impact of climate

change. This literature review explores current trends in understanding how climate change

affects consumers' food choices, focusing on factors such as environmental awareness, dietary

shifts, sustainable consumption, and socio-demographic influences.

Consumer food choice is a multifaceted decision-making process that encompasses various

factors, ranging from taste preferences to health considerations and environmental concerns. In

the face of climate change, understanding consumer food choice becomes increasingly crucial as

it directly impacts global food systems, resource utilization, and environmental sustainability.
2.2 Definition of Consumer Food Choice and its Significance in the Context of Climate

Change

Consumer food choice refers to the selection and consumption of food products by individuals or

households. It involves complex interactions between personal preferences, socio-cultural

influences, economic factors, and environmental considerations. In the context of climate

change, consumer food choices play a pivotal role in shaping the sustainability of food systems

and mitigating the environmental impact of food production and consumption.

The significance of consumer food choice in the context of climate change lies in its potential to

drive shifts towards more sustainable and environmentally friendly dietary patterns. As food

production contributes significantly to greenhouse gas emissions, deforestation, and biodiversity

loss, modifying consumer food choices becomes imperative for achieving climate mitigation

goals and ensuring the resilience of global food systems in the face of environmental challenges.

A rich body of literature has focused on exploring factors influencing individual food choice.

Due to the complex nature of food choice, proposed factors as well as the categorization of

factors differed from one study to another. However, although works from different research

fields (e.g., nutrition, psychology, social science, marketing, etc.) provided evidence with

different perspectives, the factors affecting food choices can be leveled into three main

categories:

(1) Food-related features: intrinsic features such as color and aroma, and extrinsic features such

as information and packaging

 (2) individual difference: biological (e.g., hunger, appetite, and taste), physical (e.g., access,

skills of cooking, and time), psychological (e.g., mood and stress), cognitive (e.g., attitudes or

preference, beliefs, and knowledge), and social (e.g., family, and peers) factors

(3) society-related features: culture, economic variables such as price and income, policy and

climate change.

2.3 Factors Influencing Food Choice

2.3.1 Environmental Awareness and Food Choices

Environmental awareness is a significant factor influencing consumers' food choices. Studies

have shown that as awareness of climate change grows, consumers are more likely to choose

foods that have a lower environmental impact. For instance, research by Hartmann and Siegrist

(2017) indicates that consumers with higher environmental awareness tend to prefer organic

foods, locally sourced products, and plant-based diets. These choices are motivated by the desire

to reduce carbon footprints and support sustainable food systems.

2.3.2 Environmental Concerns

Various factors influence consumer food choices, with environmental concerns increasingly

becoming a prominent determinant. Beyond traditional considerations such as taste, price, and

convenience, consumers are increasingly mindful of the environmental impact of their food

choices. Environmental concerns encompass a wide range of issues, including carbon footprint,

water usage, land degradation, and biodiversity conservation. Food environments have been
defined and recognized as important factors influencing people’s food choice. Food environment

equals to the collective physical, economic, policy, and socio-cultural surroundings,

opportunities, and conditions that influence people’s food choices and nutritional status. In fact,

‘food environments’ include different factors from the aforementioned three main categories,

such as physical and social environments as well as economic, policy, and socio-cultural

environments. Some studies attempted to provide a more holistic point of view by integrating the

role of food environments. For example, an early paper proposed that food consumption is based

on food preference, under the influence of food characteristics (e.g., taste, texture, and cost),

individual characteristics (e.g., nutritional status, knowledge, and attitudes to health), and

environment characteristics (e.g., season, degree of urbanization, and size of family). It was

specified that the influence of biological (physiological and evolutionary/adaptive),

psychological (preference and context), social (sociology), and cultural (anthropology) factors on

food choice.

It has been concluded that there are social and environmental influences on food choice (e.g.,

modelling influences, eating competence family environment, food labels, taste, appearance,

personal food history, habits, and familiarity) as well as psychological influences on eating

behavior (perceived behavioral control and motivation). The determinant of food choice,

including dietary components (e.g., highly palatable foods), physiological mechanisms (e.g.,

neural mechanism of hunger and satiety as well as motivation and reward based on foods),

cognitive-affective factors (perceived stress, health attitude, anxiety, and depression), familial,

genetic, and epigenetic influences on personality characteristics, and diverse cultural and social

pressures. Focused on factors influencing choice in food retail environments such as shelf

display and product factors (shelf display, branding, nutrition labeling, and food sampling),
pricing and price promotion factors, in-store and customer decision-making factors (customers’

implicit beliefs about the relationship between taste and healthfulness), and store environment

factors (e.g., smaller aisles) It was summarized that food decisions are affected by individual

(psychological, physical, neurological), social, and environmental factors.

2.3.3 Dietary Shifts towards Sustainability

The trend towards sustainable diets is gaining momentum as consumers seek to minimize their

environmental impact. The EAT-Lancet Commission (2019) proposed a planetary health diet,

emphasizing plant-based foods and reducing the intake of animal-based products. This shift is

supported by evidence showing that plant-based diets can significantly reduce greenhouse gas

emissions. Consumers are increasingly adopting vegetarian, vegan, and flexitarian diets, driven

by concerns about climate change and animal welfare.

2.3.4 Sustainable Consumption Patterns

Sustainable consumption patterns are characterized by the preference for foods that are produced

and consumed in ways that have minimal environmental impact. Research indicates a growing

trend towards purchasing organic, fair-trade, and locally produced foods. These choices are often

influenced by labels and certifications that indicate sustainability credentials. Additionally, the

concept of food miles, which refers to the distance food travels from production to consumption,

is becoming an important consideration for environmentally conscious consumers.

2.3.5 Socio-Demographic Influences on Food Choices

Socio-demographic factors play a crucial role in shaping consumers' food choices in the context

of climate change. Age, income, education, and cultural background can influence the extent to
which individuals prioritize sustainability in their food choices. For example, younger consumers

and those with higher levels of education are more likely to adopt sustainable eating habits.

Additionally, higher income levels can enable consumers to afford premium-priced sustainable

products, although this is not always the case.

2.3.6 Barriers to Sustainable Food Choices

Despite the growing trend towards sustainable food choices, several barriers remain. Price is a

significant barrier, as sustainable foods often come at a higher cost compared to conventional

alternatives. Limited availability and accessibility of sustainable options also hinder consumers'

ability to make environmentally friendly choices. Moreover, a lack of clear and reliable

information about the environmental impact of different foods can lead to confusion and

uncertainty among consumers.

2.3.7 Policy and Market Interventions

Policy and market interventions can play a vital role in promoting sustainable food choices.

Governments and organizations are implementing various strategies to encourage consumers to

make environmentally friendly choices. These include subsidies for sustainable agriculture,

taxation on high-emission foods, and campaigns to raise awareness about the environmental
impact of food choices. Additionally, retailers and food producers are increasingly adopting

sustainability practices, such as reducing packaging waste and offering more plant-based options.

2.3.8 The Role of Technology and Innovation

Technological advancements and innovation are also influencing consumers' food choices in the

context of climate change. The development of alternative protein sources, such as lab-grown

meat and plant-based meat substitutes, provides consumers with more sustainable options.

Furthermore, digital platforms and apps that provide information on the environmental impact of

food products are helping consumers make more informed choices.

Understanding the current trends in consumers' food choices considering climate change

involves examining the interplay between environmental awareness, dietary shifts, sustainable

consumption patterns, socio-demographic factors, and barriers to sustainable choices. While

there is a growing trend towards sustainability, several challenges remain. Addressing these

challenges requires a collaborative effort from consumers, policymakers, and the food industry to

promote sustainable food systems that mitigate the impact of climate change.

2.4. IMPACTS OF CLIMATE CHANGE ON FOODSYSTEMS

The impacts of global climate change on food systems are expected to be widespread, complex,

geographically and temporally variable, and profoundly influenced by preexisting and emerging

social and economic conditions. The main sources of scientific knowledge on food systems
under climate change are historical statistical studies of impacts of weather anomalies and

climatic trends on food systems; and integrated assessment models that link the direct impacts of

weather on plant and animal physiology and on yields with downstream impacts on prices,

reliability of delivery, food quality, and food safety, and sometimes with further extrapolation to

human welfare outcomes, such as the prevalence of malnutrition. A third, less common,

approach is Ricardian (hedonic) analyses of land values, which account for farmers' allocations

of activities across time and across landscapes.

Major uncertainties within these integrated assessment models include uncertainty about the

direction and rate of climate change at sub global levels and about the extent to which mitigation

and adaptation actions and their feedbacks are included. A drawback of both statistical and

hedonic studies is the limited possibility for extrapolation beyond climatic conditions already

experienced historically. There is also considerable difficulty in distinguishing climate change

from other key drivers of change in food systems. Nonetheless, there is sufficient evidence that

climate change will affect not only food yields but also food quality and safety, and the

reliability of its delivery, as discussed in the subsections below. In particular, management of

food safety is emerging as a major area of concern for future food systems under climate change.

Climate change could potentially interrupt progress toward a world without hunger. A robust and

coherent global pattern is discernible of the impacts of climate change on crop productivity that

could have consequences for food availability. The stability of whole food systems may be at

risk under climate change because of short-term variability in supply. However, the potential

impact is less clear at regional scales, but it is likely that climate variability and change will
exacerbate food insecurity in areas currently vulnerable to hunger and under nutrition. Likewise,

it can be anticipated that food access and utilization will be affected indirectly via collateral

effects on household and individual incomes, and food utilization could be impaired by loss of

access to drinking water and damage to health. The evidence supports the need for considerable

investment in adaptation and mitigation actions toward a “climate-smart food system” that is

more resilient to climate change influences on food security.

2.5. IMPACTS OF FOOD SYSTEMS ON CLIMATE CHANGE

Many food system activities give rise to production of greenhouse gases (GHGs) and other

climate change forcings, such as aerosols and changes in albedo. The exceptions are some

agricultural practices, such as certain agro forestry systems, that can have a net carbon

sequestration effect, especially if used to restore degraded land. GHG emissions vary markedly

across the different activities of the food chain at the global level, but there are important

differences in this pattern among countries. In high-income countries, the postproduction stages

tend to have a greater role, while in other countries, specific economic subsectors are important,

such as the United Kingdom, or to do with country-specific economic subsectors, such as the

high contribution from fertilizer manufacture in China. Adding the figures across the aggregate

global food chain, and assuming a growth in emissions of 3% per year, gives the total global

GHG emissions for the year 2008 in the range of 9,800 to 16,900 mega tonnes of carbon dioxide
equivalent (MtCO2e) from the food system, inclusive of indirect emissions associated with land-

cover change. Thus, the food system contributes 19%–29% of total global anthropogenic GHG

emissions . Of this, agricultural production contributes 80%–86% at the global level, noting the

major differences among countries, while the remainder comes from preproduction

(predominantly fertilizer manufacture) and the postproduction activities of processing,

packaging, refrigeration, transport, retail, catering, domestic food management, and waste

disposal (landfills). The caveat with these figures is that they depend on extrapolation from

single-country data; using the UK data rather than the China data for the postproduction stages of

the food chain gives total global GHG emissions for the year 2008 in the range of 16,800 to

23,900 MtCO2e, with agricultural production contributing 47%–61% of all food-related

emissions. This difference may be indicative of the future trajectory of global food system

emissions, toward a higher proportion associated with postproduction stages of the food chain.
 CHAPTER THREE

3.0 METHODOLOGY

This chapter explores how climate change impacts consumer food choices. It examines the

factors influencing consumers decision making regarding food choices, consumption patterns,

and preferences in light of environmental concerns. By understanding these dynamics, we can

identify opportunities and challenges for promoting sustainable diets and mitigating the effects of

climate change on food systems.

3.1. Awareness of Climate Change and Food

3.1.1 Consumer Knowledge and Perception

Several studies have unveiled various misconceptions about climate change that the public holds,

for instance, confusion about climate change and ozone depletion. However, so far, there has

been no uniform and standardized way to measure climate-related knowledge, which complicates

comparisons between different countries or samples. To develop an extensive knowledge scale,

we therefore examined the Swiss public’s understanding of climate change in a mail survey and

related this scale to attitudes toward climate change. We thereby aimed to consider a broad range

of climate-related knowledge, namely physical knowledge about CO2 and the greenhouse effect,

knowledge about climate change and its causes, knowledge about the expected consequences of

climate change, and action-related knowledge. The questionnaire included items of different

degrees of difficulty, ranging from knowledge that is covered by newspapers to experts’

knowledge. Our findings indicate that people still hold several misconceptions, although

people’s knowledge related to CO2 seems to have increased compared to previous studies. Of all

knowledge subscales, knowledge about climate change and causes was most strongly related to

attitudes toward climate change

3.2 Information Source

The seminar report will employ qualitative approaches to gather comprehensive insights into

consumer food choices. Qualitative data will be collected through interviewing selected people

to explore in-depth perspectives, motivations, and decision-making processes regarding food

choices in the context of climate change.The population of the selected people will consist of

individuals from different demographic backgrounds, including age, gender, income level,

education, and geographic location, to ensure diversity and representation. The interview
questions will cover topics such as dietary preferences, purchasing habits, awareness of

environmental issues, willingness to pay for sustainable products, and perceived barriers to

adopting eco-friendly food choices.Data from the interviews will be transcribed verbatim and

analyzed using thematic analysis techniques. Themes and patterns will be identified through

iterative coding and categorization, allowing for the exploration of underlying motivations and

perceptions driving consumer food choices.

Ethical principles, including informed consent, confidentiality, and voluntary participation, will

be strictly adhered to throughout the research process.Potential limitations of the research may

include sample bias due to self-selection in the survey, as well as social desirability bias in self-

reported data.

Three predictors of intention in the consumers food choice measured on a 7-point “strongly

disagree” to “strongly agree” scale: attitude toward the behavior, using three items (e.g. “Making

this change would be good for the environment”); social norms, using four items (e.g. “Most

people who are important to me think that I should eat a more plant-based diet”); and perceived

behavioral control, using four items (e.g. “If I really want to, I can change my diet to include

fewer animal products”). The six predictors of the consumers’ food choice model will be

assessed as follows:

3.2.1 Attitude Plus:

This predictor aims to improve the consumers’ food choice attitude predictor by adding

questions about values. Therefore, it was named “Attitude Plus” to differentiate between these

two scales. Eight items will be used to measure attitude plus, the five items from the consumers
food choice attitude scale plus, on a scale of 1 ("strongly disagree") to 7 ("strongly agree"): “My

values require me to change my consumption towards more plant-based foods,” “I believe this

dietary change is the right thing to do,” and “Eating fewer animal products is one of my

principles.”

3.2.2. Social Norms:

As in the consumers’ food choice, four items were used: "Most people who are important to me

think that I should eat a more plant-based diet." Respondents will be asked to rate these items on

scales indicating strongly disagree (= 1) to strongly agree (= 7).

3.2.3 Perceived Behavioral Control:

As in the consumers’ food choice, four items will used to measure perceived behavioral control:

“If I really want to, I can change my diet to include fewer animal products?”, and “Whether or

not I change my eating behavior is up to me.”On a scale of 1 ("strongly disagree") to 7 ("strongly

agree"), respondents will be asked to rate these items.

3.2.4 Habitual Behavior:

For assessing habitual behavior, a consumer food choice addition, four items will be used: "I

have been eating animal products for such a long time that I'm not sure how I will make this

change," and "I am too much of a creature of habit to actually reduce my consumption of animal

products."A 7-point response option scale of 1 to 7 from strongly disagree (= 1) to strongly agree

(= 7) was asked to measure these items.

3.2.5 Felt Obligation:

Four items will be used in this consumer food choice addition. Respondents were asked to rate

the following statements about the obligation they may perceive on a 7-point scale, from 1 =
strongly disagree, to 7 = strongly agree: “I feel obligated to change my eating behavior for the

duration of this study", and "For this study, I ought to change my dietary choices.”

3.2.6 Affect:

Five items will be used in this third consumer food choice addition, to assess emotions about the

behavior .Respondents will be asked to rate the following statements about their desire to change

their behavior on a 7-point scale, with 1 = strongly disagree, and 7 = strongly agree such as: “I

would feel delighted to eat a more plant-based diet.”, and “I am excited to make this dietary

change.” Intention was measured using six items (e.g. “Moving toward a plant-based diet over

the next two weeks is something that I intend to do”). Respondents will be asked to rate these

items on a scale from 1 = strongly disagree, to 7 = strongly agree.

CHAPTER FOUR

4.0 CONCLUSION

This seminar will provide a systematic and rigorous approach to investigating consumer food

choices in the context of climate change using qualitative methods of data collection to generate

comprehensive insights. It will address ethical considerations and potential limitations; the

research aims to produce reliable and actionable findings to inform strategies for promoting

sustainable food consumption and mitigating the environmental impact of food systems.

Overall, understanding consumer food choice with effect to climate change will help the food

producers in producing foods according to the consumer’s preference. Human senses, consumer

acceptance and preferences are core to future food design regarding understanding numerous

fundamental and applicable settings involving human perception in the food space.
The theory of behavioral choice is a more comprehensive framework for successfully gathering

the most important predictors. In particular, felt obligation played an essential role in

determining individuals' food-choice intentions. Previous studies have also reported a positive

and significant relation between a sense of obligation to engage in pro‐environmental intentions

or behavior In accordance with the consumers’ food choice model and other studies’ findings

social norms also play a key role in influencing on the intention of individuals to prepare, at least

in our first analysis (that did not include predictor interactions). Social norms and intention were

negatively related.. Many of us would like to think that our decisions are our own. Alternatively,

some authors attribute the absence of a connection between intention and social influence to lack

of awareness As for affect, many studies find it to be one of most important factors in predicting

intention Although breaking one’s habits is often considered the most difficult part of behavior

change to overcome, many climate-relevant behaviors are associated with habit. The results of

this study confirmed the importance of breaking habits for increasing one’s pro-environmental

intentions, which is consistent with other studies In the present study’s second analysis, the

variance accounted for by the interactions between constructs within the consumers’ food choice

was small but significant. Previous studies have estimated interaction effects in the consumers’

food choice. These mostly focused on the moderator impact of perceived behavioral control. The

present investigated the interaction effects of the consumers’ food choice intention constructs,

which is consistent with a studies conclusion that considering interactions between constructs is

essential for a complete understanding of outcomes. Although the consumers’ food choice

predictor attitude plus was not significantly related to intention in the first analysis, it was when

the interaction effects were added to the model. Therefore, the inclusion of values and emotions
to the consumers’ food choice attitude construct was confirmed in this work. To the best of our

knowledge this construct, attitude plus, was used first in the present study,. That greater

consumers’ food choice tends to weaken the relative importance of social norm is consistent with

the results of other studies. Three demographic variables (age, income, and educational level)

were not significantly related to intention, butfemales and those with stronger left political

positions did express stronger intentions than males and those with stronger right political stands.

Thus, efforts to shift toward encouraging more plant-based dietary choices might best be focused

on men and those who hold stronger right political positions. Which sorts of messages appeal to

these groups might well be discovered by reviewing the literature on masculinity and

conservatism. . Furthermore, anticipating positive effect, such as enjoying engaging in pro-

environmental behavior or having a good feeling about it strongly motivates individuals to

undertake action in the future. Breaking a habit is the most difficult challenge that individuals

encounter and can act as a barrier through the effectiveness of interventions. Therefore,

providing information for people and educating them how to overcome it is vital. In addition,

based on the results of interaction effects, policy makers need also emphasize on perceived

control over dietary decisions and attitude plus values toward behavior. However, they should be

aware that the importance of social norm weakens with greater consumers’ food choice. In

conclusion, the present work suggests that adding three important constructs to the theory of

planned behavior (felt obligation, perceived behavioral control, affect, habit, and attitude plus),

as part of the new theory of behavioral choice, is an important advance.

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