Overview

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.

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9780323988285

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Reviews

"“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"

“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

Author Information

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.

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