Dietary Protein Choices of Young Adults are determined by Different Driving Forces in Shanghai and Amsterdam
Haokun Fu, Wendy Martin, Caicheng Huang, Gerry A.M. Kouwenhoven, Feike R. van der Leij

Protein transition trends may indicate different regional developments. With increasing economic levels, diets are globally shifting from plant-based to animal proteins. However, in many economically established regions the opposite occurs due to people's care for the environment and concern for health. This study investigated the relationships between five driving forces and protein transition trends as they are experienced by young adults in developed regions in China (Shanghai) and The Netherlands (Amsterdam). The driving forces taken into consideration were: environmental awareness; policy; culture; money; and health. The data were obtained in a field study using 200 questionnaires in both regions. The results indicate that young adults in Shanghai consume more animal proteins than plant proteins, but that a change towards plant proteins has started, whereas the trend of young adults in Amsterdam to consume plant-based protein is already well developed. When it came to ranking the five driving forces, the opinion of Shanghai respondents was Money> Environmental awareness> Health> Culture> Policy, while in Amsterdam the ranking was Health> Environmental awareness> Money> Policy> Culture. Therefore, dietary protein choices by young adults are determined by different driving forces in Shanghai compared to Amsterdam.

Full Text: PDF     DOI: 10.15640/jaes.v10n2a2