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.