Plant-based foods and sustainability: Perceptions of farmers market consumers in Kamloops, British Columbia

Plant-based (PB) foods are generally more sustainable than animal-based (AB) foods when considering impacts on humans, animals, and the environment. Minimizing harm from the AB foods that are unsustainable may be done by reducing consumption and increasing the consumption of the PB foods that are sustainable. Consumers at the Kamloops Regional Farmers Market (n = 94) were surveyed to determine their perceptions of PB foods, AB foods, and lab-grown (LG) meats. Part one of the study included closed-ended questions. Quantitative statistical analyses (Spearman’s rho, Mann Whitney U, and Independent samples t-tests) were conducted to determine relationships and differences in consumer food perceptions based on sociodemographic factors. Results were consistent with existing literature–being more educated, younger, already PB, and a woman are predictive of consumer PB food acceptance. AB food acceptance was highest amongst those who have a lower level of education, are older, and are omnivores. Part two of the study included free association questions on food perceptions. Qualitative analyses (thematic, content, and sentiment) were conducted. Consumers perceived PB foods positively while feeling unsure of AB foods and LG meats. The overarching themes consumers reported when reflecting on PB foods, AB foods, and LG meats were Ethics, Curiosity, and Food and Health. Consumers perceived AB foods as least ethical toward animals and the environment, were most skeptical of AB foods and LG meats, and viewed PB foods most positively in terms of food and health. There are possibilities for increasing the acceptance of sustainable foods by educating consumers at the micro-level and stakeholders at the macro-level on their benefits.