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Plant-Based Food Consumption: Product, Consumers and Strategies explores the phenomenon of plant-based food consumption, specifically that which follows flexitarian, reducetarian, vegetarian and vegan diets. The book provides an overview of plant-based food products and their associated health and nutrition benefits, drawbacks, potential consumers, and strategies for approaching this emerging market. Moving from the analysis of consumers' motivations and needs, the book describes how companies manage new product development or product rejuvenation. In addition, the book provides consumer science and marketing strategies through short case studies designed to help the reader understand how to put theory to practice.
Food scientists, food developers, food marketers, academics and students studying related areas will benefit from this important reference.
List of contents
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
About the author
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.
