Germans' attitudes toward the microbial protein Solein® and willingness to consume it – The effect of information-based framing

Microbial protein obtained by cultivating hydrogen-oxidizing bacteria may provide a more sustainable alternative to conventional meat. The present study investigates the attitudes of the German population (N = 642) toward the microbial protein Solein® as a meat alternative and their willingness to consume it. In addition, the influence of selected nutritional and environmental psychological variables (Food Technology Neophobia, Perceived Consumer Effectiveness, Green Consumption Values) on Germans' attitudes toward Solein® as a meat alternative and willingness to consume is analyzed. The study also examines whether framing, consisting of information on health benefits, environmental benefits, or technical aspects of Solein® production, affects Germans' attitudes toward Solein® as a meat alternative and their willingness to consume it. For this purpose, participants were assigned to one of three framing groups: health, environmental, or technical. The results show that Germans' attitudes toward Solein® as a meat alternative were neutral, with a positive tendency. Participants perceived Solein® as modern, sustainable, and environmentally friendly, but also as artificial, exotic, and rather expensive. Germans' willingness to consume Solein® as a meat alternative was neutral. Hierarchical multiple regression revealed that attitudes toward Solein® as a meat alternative were the strongest predictor for willingness to consume it. The three different information-based framings affected neither attitudes toward Solein® as a meat alternative nor the willingness to consume it. However, participants in the health and environmental framing groups had more positive attitudes toward Solein® than the control group and were also more likely to be willing to consume Solein® than the control group. A tendency toward a positive effect for these two framings was thus recognizable. Suggestions for using the findings of this study in the design of marketing strategies are presented.