Overcoming consumption barriers for conscious food products: the role of vivid sensory imagery Veggies want to know more about it: The influence of sustainability- and health-related product information on sensory acceptance differentiated according to diets

The number of people who change their diet and prefer a predominantly plant-based diet to the traditional mixed diet is steadily increasing. The reasons for turning away from animal products are diverse. In addition to animal welfare, ecological or environmental impacts as well as the health benefits of food are particularly important for many people.
The aim of our paper is to ascertain, in which way information regarding sustainability and health-related aspects of a newly developed and sustainable food-product is capable of influencing the sensory acceptance of consumers following different diets. To answer these research questions, a hedonic sensory evaluation was conducted. 80 omnivorous, as well as 107 plant-based dieters were questioned and separated into control- and experimental groups. As stimuli a newly developed snack-product based on oil press cake, was presented to the participants.
The results of the sensory acceptance test carried out show that a verbal product description for sustainability and health-related information can significantly positively influence the sensory acceptance of a new type of snack product. The product concept in the experimental group was able to contribute to a significantly better taste and overall liking compared to the control group without a concept, which indicates a “halo effect” of the information presented.
Although no significant differences could be detected in the sample evaluation between the omnivores and plant-based dieters, the evaluation between the plant-based dieters of the control and experimental group differ much more markedly than in case with the experimental omnivores, who only differed significantly from the control group in one single attribute evaluation.
Food producers who are particularly interested in the marketing of by-products can use the knowledge gained to better assess the important role of product and target group-specific marketing.