Purpose - This study identifies new factors influencing the adoption of two recently promoted messages in Canada's updated food guide (FG): enhancing pleasure of eating healthy foods (PEHFs) and shifting food choices towards plant protein foods. Currently, limited and contradictory evidence is available regarding associations between environmental values, nutrition literacy, PEHFs, and plant/animal protein food consumption.Design/methodology/approach - An online survey measuring environmental values; nutrition literacy, distinctively based on previous (2007) and most recent (2019) FG messages; PEHFs; and annual changes in the consumption of protein foods was sent to Quebec residents (N = 128).Findings - Greater nutrition literacy of both 2007 and 2019 FGs and greater environmental values were associated with greater PEHFs (ss = 0.248, p < 0.01; ss = 0.209, p < 0.05; ss = 0.423, p < 0.001, respectively). Greater PEHFs was associated with greater consumption of plant protein foods (ss = 0.405, p < 0.001). Greater nutrition literacy of the 2007 FG was associated with greater consumption of animal protein foods (ss = 0.409, p < 0.001), whereas greater nutrition literacy of the 2019 FG was linked to lower consumption of animal protein foods (ss = -0.225, p < 0.05).Practical implications - Enhancing PEHFs may require increasing general FG nutrition literacy and strengthening environmental values. To encourage plant protein food consumption and decrease animal protein food consumption, the authors recommend promoting PEHFs and increasing nutrition literacy based on newest FG recommendations.Originality/value - This new evidence may help develop strategies promoting PEHFs and plant protein food consumption, thus increasing uptake of new FG recommendations.
