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. Introduction Section 1: 2. Identifying conditions and opportunities for more plant-based eating practices in the Western world 3. Consumption of plant-based foods: motives and drivers among Italian consumers 4. 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 foods 6. Generation Z and novel plant-based food alternatives 7. South Korean Buddhist temple food: experiential co-creation through time and space with intertwined operand and operant resources Section 2: 8. Plant-Based Milk Alternatives: Consumer Needs and Marketing Strategies 9. Who are the flexitarians? Improved segmentation of plant-based meat consumersin the case of Germany 10. Effective communication of plant-based foods: A case study analysis of Danish and Italian markets 11. Plant-based meat packaging and consumer dietary habits 12. The challenging path towards a hydroponic indoor home cultivation system: educating a new consumer perception of vegetables 13. A hands-on framework for the design and implementation of plant-based food experiences 14. Fresh vegetables with a story: Market gardening for a sustainable food transition 15. The power of behavioural nudges tailored to plant-based dishes when eating out 16. Conclusion