Plant-Based Food Consumption

Giovanna Bertella is Associate Professor at the School of Business and Economics, UiT The Arctic University of Norway, Tromsø. Her research interests are: management, marketing, innovation, entrepreneurship, tourism and leisure studies (nature- and animal-based experiences, rural tourism, food tourism, events), food studies (ethical eating, plant-based, veganism), futures studies (scenarios). Cristina Santini is Associate Professor at Università Telematica San Raffaele, in Rome, Italy. Her research interests are: management, business strategy, entrepreneurship, agrifood industry, qualitative and participatory approach, wine business, ecopreneurship and sustainability.

“I found this book very informative and useful to understand consumer needs and perceptions and what drives behaviour in the plant-based foods category, as this can be driven by ethical, health and environmental sustainability concerns or a combination of these… I would recommend this book to academics as a teaching resource, companies intending to enter or already in the plant-based space, as well as to media companies wanting to provide their readers with objective case study information on this very topical and debated issue…" --Professor Gunnar Sigge, FST Magazine

• 1. IntroductionSection 1: 2. Identifying conditions and opportunities for more plant-based eating practices in the Western world3. Consumption of plant-based foods: motives and drivers among Italian consumers4. Offer me Inspiring Values; I do not care about Branding!5. Emerging trends in healthy and sustainable eating: the case of fresh convenience plant-based foods6. Generation Z and novel plant-based food alternatives7. South Korean Buddhist temple food: experiential co-creation through time and space with intertwined operand and operant resourcesSection 2:8. Plant-Based Milk Alternatives: Consumer Needs and Marketing Strategies9. Who are the flexitarians? Improved segmentation of plant-based meat consumersin the case of Germany10. Effective communication of plant-based foods: A case study analysis of Danish and Italian markets11. Plant-based meat packaging and consumer dietary habits12. The challenging path towards a hydroponic indoor home cultivation system: educating a new consumer perception of vegetables13. A hands-on framework for the design and implementation of plant-based food experiences14. Fresh vegetables with a story: Market gardening for a sustainable food transition15. The power of behavioural nudges tailored to plant-based dishes when eating out16. Conclusion