Determinants of food-related behaviour change: Applying the COM-B model to understand the barriers and facilitators to plant-focused food consumption.

Abstract

In recent years, there has been an increased focus on more sustainable behaviours, including the adoption of a plant-focused diet . However, significant barriers still remain in this transition. Previous literature has outlined the motivations for moving towards a plant-focused diet, but there is still little knowledge on the additional barriers to behaviour change, which cannot be resolved through motivation alone. This study investigates key barriers and facilitators to plant-focused diets, through the use of the COM-B model, to gain a greater understanding of the combined influences of motivations, opportunities, and capabilities in enabling this transition. In person surveys were conducted with customers of the university canteen, lasting no more than 5 minutes, discussing the reasons behind their food choices and their opinions on plant-based items. These insights were used to identify the barriers and facilitators to plant-focused diets. Clear concerns arise in a person's capabilities and opportunities to engage in this. The findings highlight 3 main barriers to plant-focused food consumption: the perceived additional costs often involved, the lack of availability of suitable substitutes, and the overall lack of knowledge about plant-focused diets and their health benefits. Furthermore, significant barriers remain due to the outdated stigmas attached to plant-focused diets, exacerbated by the lack of knowledge. While food-related behaviour change is a complex topic, this paper’s findings indicate that small, but significant interventions can be implemented to aid in this transition.