Identifying behavioral and attitudinal barriers and drivers to promote consumption of pulses: A quantitative survey across five European countries

Even though pulses are nutritious and environmentally friendly high-protein crops, they are commonly regarded as old-fashioned. Consumption of pulses is low in developed countries, and it has received very limited attention in agricultural and behavioral research over the past years. Based on a pan-European survey, the present study aims to provide extensive insights into consumer perceptions towards pulses. The objective is to identify effective measures to increase consumer acceptance of pulses, and thus potentially increase their share in the daily diets across Europe. Quantitative data was collected in May 2020 through a web-based survey conducted in five different European countries, Germany, Denmark, Spain, Poland, and the United Kingdom (N = 4,916). Quota-based sampling was used to ensure comparability across samples and wide coverage in terms of age, gender, and locality of residence. Using cluster analysis with a subsequent logistic regression, cross-cultural differences were found in terms of relatively high consumption of pulses among Spanish respondents, somewhat lower for Polish, German and UK respondents, and even lower among Danish respondents. Drivers of consumption significantly differed across surveyed samples, mainly being health first, followed by sensory preferences. For respondents from Poland, Spain, and Germany the main reason for not consuming pulses related to problems with digestion, whereas in the Danish and UK samples a neglect related to preparation. Future product development as well as increased information about nutrition and cooking of pulses could potentially increase consumer acceptance. Though, considering cross-cultural differences is important when developing strategies to promote consumption of pulses.