Growing worldwide food demand with its environmental impacts requires a reshaping of food consumption. This study aims to evaluate the degree of Italian consumers' awareness of sustainability and whether protein alternatives to meat could be accepted. A cross-sectional survey was carried out on a group of 815 respondents, representative of the Italian adult population for geography, gender, and age, using multivariate analysis together with cluster analysis. Lack of awareness of the consequences of food choices on the environment was found in 45% of respondents, and 51% reduced their consumption of meat. Typical foods of the Mediterranean diet (84% legumes 82% eggs, and 77% fish) were selected as the preferred sources of protein to replace meat, while insects and insect-based products were less accepted (67%). The importance of meat is the latent factor that explains more than 50% of the common variance observed in the factor analysis. The cluster analysis confirmed the importance of meat for Italian consumers, emphasizing other aspects of the sustainability of food choices. Cluster 1 (25.6%) considered meat very important. Two out of five clusters (clusters 2 and 3, 38%) considered meat replaceable in the diet, and cluster 4 (31.3%) included meat consumers that were willing to be sustainable. Cluster 5 identifies the "unsustainable consumers" (5.7%). In conclusion, besides the perceived importance of meat, there is room for recommendations for its reduction by proposing alternative foods already present in the Mediterranean diet.
Keywords: Italy; consumers’ behavior; dietary recommendations; meat; meat alternative; sustainability.