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.

• 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

“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