Plant-Based Food Consumption

Products, Consumers and Strategies

1st Edition - November 1, 2023
Editors: Giovanna Bertella, Cristina Santini
Language: English
Paperback ISBN:
9 7 8 - 0 - 3 2 3 - 9 8 8 2 8 - 5
eBook ISBN:
9 7 8 - 0 - 3 2 3 - 9 7 2 4 4 - 4

Plant-Based Food Consumption: Product, Consumers and Strategies explores the phenomenon of plant-based food consumption, specifically that which follows flexitarian, reducetar… Read more

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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.

Cover image
Title page
Table of Contents
Copyright
List of contributors
1. Introduction
1.1 Why a marketing book about plant-based food
1.2 The book’s structure
References
Further reading
Section 1: Plant-based diets and dieters
2. Identifying conditions and opportunities for more plant-based eating practices in the Western world
Abstract
2.1 Introduction
2.2 A practice-theoretical perspective on eating and sociodemographics
2.3 Materials, meanings and competences in plant-based eating
2.4 The role of sociodemographics in plant-based eating
2.5 Directions for policies
2.6 Conclusion
References
3. Consumption of plant-based foods: motives and drivers among Italian consumers
Abstract
3.1 Introduction
3.2 Italians and plant-based foods
3.3 Theoretical background and hypotheses
3.4 Research method
3.5 Results
3.6 Theoretical and managerial contributions
3.7 Conclusions
References
4. Offer me Inspiring Values; I do not care about Branding! What the different types of meat-free diet segments want
Abstract
4.1 Introduction
4.2 Literature review
4.3 Method
4.4 Results
4.5 Discussion
4.6 Conclusion
Appendix 1 Survey Instrument
References
5. Emerging trends in healthy and sustainable eating: The case of fresh convenience plant-based foods
Abstract
5.1 Introduction
5.2 Background
5.3 Methods
5.4 Results
5.5 Discussion
5.6 Conclusions
References
6. Generation Z and novel plant-based food alternatives
Abstract
6.1 Introduction
6.2 Why Gen Z?
6.3 Plant-based proteins
6.4 Transition theory framework
6.5 Social marketing
6.6 Methodology
6.7 Gen Z’s perceptions, acceptance and preferences
6.8 Discussion of findings
6.9 Conclusion
References
7. South Korean Buddhist temple food: experiential cocreation through time and space with intertwined operand and operant resources
Abstract
7.1 Introduction: South Korean temple food as an evolving culture in plant-based food consumption
7.2 Buddhism and Korean temple food
7.3 Operand and operant resources of cocreation and Korean Buddhist temple food
7.4 Data collection and analysis
7.5 Discussion
7.6 Conclusion
References
Section 2: Strategies
8. Plant-based milk alternatives: consumer needs and marketing strategies
Abstract
8.1 Introduction
8.2 Consumer needs of plant-based milk consumption and brand marketing strategies
8.3 Physiological needs
8.4 Conclusion
References
9. Who are the flexitarians? Improved segmentation of plant-based meat consumers in Germany
Abstract
9.1 Introduction
9.2 Definitions and background
9.3 Data and methods
9.4 Results
9.5 Discussion and conclusions
Acknowledgements
Appendix A
Appendix B
References
10. Effective communication of plant-based foods: a case study analysis of Danish and Italian markets
Abstract
10.1 Introduction
10.2 Theoretical background
10.3 Promoting plant-based foods: the role of retailers
10.4 Research objectives development
10.5 Methods and materials
10.6 Data collection and analysis
10.7 Findings and discussion
10.8 Conclusion
References
11. Plant-based meat packaging and consumer dietary habits
Abstract
11.1 Introduction
11.2 Theoretical background
11.3 Methodology
11.4 Findings
11.5 Discussion
11.6 Conclusions
References
12. The challenging path towards a hydroponic indoor home cultivation system: the case of Nutritower
Abstract
12.1 Introduction
12.2 Home gardening and plant-based diets
12.3 Vertical farming and the hydroponics market
12.4 Method
12.5 The case of Nutritower
12.6 Discussion and conclusions
References
13. A hands-on framework for the design and implementation of plant-based food experiences
Abstract
13.1 Introduction
13.2 Theoretical perspective
13.3 Method
13.4 Findings and discussion
13.5 A hands-on framework for practitioners
13.6 Conclusion
References
Further reading
14. Fresh vegetables with a story: market gardening for a sustainable food transition
Abstract
14.1 Introduction
14.2 Background: the importance of vegetable quality and the Norwegian case
14.3 Materials and methods
14.4 Results
14.5 Discussion
14.6 Conclusion
References
15. The power of behavioural nudges tailored to plant-based dishes when eating out
Abstract
15.1 Introduction
15.2 Behavioural nudges in a broad perspective
15.3 Zooming in: nudging in eating-out contexts
15.4 A real-life menu-based default nudge
15.5 A few closing reflections
References
16. Conclusion
16.1 Conclusion
16.2 What are the implications for a company? What is the best way to approach the market?
Index

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Giovanna Bertella

Cristina Santini