Johan Fischer is an Associate Professor in the Department of Social Sciences and Business at Roskilde University. His research examines the interfaces between human values and markets. He has authored more than 60 journal articles and book chapters, as well as multiple books, including Vegetarianism, Meat and Modernity in India (Routledge, 2023). Johan is Editor of the Routledge book series Studies in Material Religion and Spirituality and Editor‑in‑Chief of the journal Research in Globalization.

'We need people all over the world to move towards plant-based eating. This study of attempts, in two different cultures, to bring about that transition adds to our understanding of what does, and does not, bring about this important change in what we eat.'Peter Singer, Professor of Bioethics, Emeritus, Princeton University and author of Animal Liberation Now'Johan Fischer distills years of research to offer fascinating and important insights on markets and a plant-based economy. At the heart of this book are co-op workers, chefs, event organizers, entrepreneurs, café owners, activists, and the many other vegans or vegetarians he studied. Fischer’s book shows the rewards of attentive listening; their lives reflect the practical kindness and joy of veg living. It’s an astute and timely book rich with possibilities for the future.'Carol J. Adams, author of The Sexual Politics of Meat and Burger

• 1. Introduction: The Moral Economy of Plant-Based Futures 2. Methods, Materials, Movements and Markets 3. Plant-Based Perspectives and Places 4. Going Green in a World of Meat 5. Plant-Based Distinctions and Moral Boundaries 6. Movements Make Markets 7. Markets Make Movements 8. Anti-Politics, Substitution and Plant-Based Futures 9. Concluding Reflections

Johan Fischer is an Associate Professor in the Department of Social Sciences and Business at Roskilde University. His research examines the interfaces between human values and markets. He has authored more than 60 journal articles and book chapters, as well as multiple books, including Vegetarianism, Meat and Modernity in India (Routledge, 2023). Johan is Editor of the Routledge book series Studies in Material Religion and Spirituality and Editor‑in‑Chief of the journal Research in Globalization.

'We need people all over the world to move towards plant-based eating. This study of attempts, in two different cultures, to bring about that transition adds to our understanding of what does, and does not, bring about this important change in what we eat.'Peter Singer, Professor of Bioethics, Emeritus, Princeton University and author of Animal Liberation Now'Johan Fischer distills years of research to offer fascinating and important insights on markets and a plant-based economy. At the heart of this book are co-op workers, chefs, event organizers, entrepreneurs, café owners, activists, and the many other vegans or vegetarians he studied. Fischer’s book shows the rewards of attentive listening; their lives reflect the practical kindness and joy of veg living. It’s an astute and timely book rich with possibilities for the future.'Carol J. Adams, author of The Sexual Politics of Meat and Burger

• 1. Introduction: The Moral Economy of Plant-Based Futures 2. Methods, Materials, Movements and Markets 3. Plant-Based Perspectives and Places 4. Going Green in a World of Meat 5. Plant-Based Distinctions and Moral Boundaries 6. Movements Make Markets 7. Markets Make Movements 8. Anti-Politics, Substitution and Plant-Based Futures 9. Concluding Reflections

Johan Fischer is an Associate Professor in the Department of Social Sciences and Business at Roskilde University. His research examines the interfaces between human values and markets. He has authored more than 60 journal articles and book chapters, as well as multiple books, including Vegetarianism, Meat and Modernity in India (Routledge, 2023). Johan is Editor of the Routledge book series Studies in Material Religion and Spirituality and Editor‑in‑Chief of the journal Research in Globalization.

'We need people all over the world to move towards plant-based eating. This study of attempts, in two different cultures, to bring about that transition adds to our understanding of what does, and does not, bring about this important change in what we eat.'Peter Singer, Professor of Bioethics, Emeritus, Princeton University and author of Animal Liberation Now'Johan Fischer distills years of research to offer fascinating and important insights on markets and a plant-based economy. At the heart of this book are co-op workers, chefs, event organizers, entrepreneurs, café owners, activists, and the many other vegans or vegetarians he studied. Fischer’s book shows the rewards of attentive listening; their lives reflect the practical kindness and joy of veg living. It’s an astute and timely book rich with possibilities for the future.'Carol J. Adams, author of The Sexual Politics of Meat and Burger

• 1. Introduction: The Moral Economy of Plant-Based Futures 2. Methods, Materials, Movements and Markets 3. Plant-Based Perspectives and Places 4. Going Green in a World of Meat 5. Plant-Based Distinctions and Moral Boundaries 6. Movements Make Markets 7. Markets Make Movements 8. Anti-Politics, Substitution and Plant-Based Futures 9. Concluding Reflections