To Örebro University

The contemporary food system is no longer just a matter of nourishment; it has become a mirror reflecting the ecological, social and psychological tensions of our time. The manner in which we produce and consume food is intricately linked to a number of the most pressing challenges facing society, including climate change and rising health issues. The significance of dietary choices is becoming increasingly evident, with the heart of the matter being why people eat what they do and how people's food choices can be changed. This dissertation explores the role of hedonic and social factors in shaping the adoption of sustainable food choices by exploring three themes: Products, Restaurants and Everyday life. Each theme is explored through a combination of different methodological approaches, including consumer sensory evaluation, field experimentation and a randomised controlled trial enriched with social network analysis.The findings collectively highlight the need for multi-level strategies, which must integrate psychological, social and situational factors in order to be effective. While consumer preferences for the sensory attributes of plant-based meat alternatives differ depending on consumer psychographics (i.e. meat attachment), a preference for products that replicate the sensory experience of conventional meat remains dominant. Beyond sensory drivers, meat also carries symbolic meanings associated with tradition, strength and status. These cultural associations reinforce a 'meat-centric’ gastronomic logic, even in vegetarian formats. However, consumer choice can be influenced when a gastronomic authority (i.e. a chef) recommends a less-popular, non-meat-mimicking vegetarian dish. The same cannot be said for social cues (i.e. cues from other guests), which do not appear to influence consumer choice. It is possible that the fragmentary information – whether factual or social – provided to participants within the studies of this dissertation was insufficiently potent to induce continuous and systematic dietary changes in everyday life, suggesting that influence may stem more from particularly influential individuals than from generic others. All in all, this dissertation provides insights into segmentation strategies that may be considered for future product development within the industry, for use within the food-service sector and for methodological application to future research.