Plants for everyone : prospects of upscaling consumption of plant-based protein products
A change towards a more sustainable food consumption is necessary in order to mitigate climate change. Changing diets and preferences from animal-based to plant-based has a great potential to reduce impact on the environment. However, this requires action in both local and global contexts. This thes...
| Autor principal: | |
|---|---|
| Formato: | H2 |
| Lenguaje: | Inglés sueco |
| Publicado: |
SLU/Dept. of Urban and Rural Development
2022
|
| Materias: |
| _version_ | 1855573006609285120 |
|---|---|
| author | Landsbo, Clara |
| author_browse | Landsbo, Clara |
| author_facet | Landsbo, Clara |
| author_sort | Landsbo, Clara |
| collection | Epsilon Archive for Student Projects |
| description | A change towards a more sustainable food consumption is necessary in order to mitigate climate change. Changing diets and preferences from animal-based to plant-based has a great potential to reduce impact on the environment. However, this requires action in both local and global contexts. This thesis focuses on the consumer perspective and how to upscale consumption of plant-based protein products (PBPP). By examining how consumers and retailers in Sweden understand the importance and opportunity to upscale consumption of PBPP I aim to synthesise how these perspectives mirror the participants lifeworld’s and the socio-cultural norms, values and context they are embedded in. Findings in this thesis shows that vegetarians, vegans and flexitarians recognise a value and reason for upscaling their consumption of PBPP since these consumer groups have experiences of consuming PBPP and are aware about their function. Meanwhile, omnivores merely identify a value of upscaling consumption of PBPP in general, however many are not willing to start consuming these products themselves. This may be due to their lack of experience and knowledge about the products. Thus, the consumers experiences of past consumption habits, experiences of marketing and values of the products impact both their perception of and their willingness to consume PBPP. These factors play a part in how the consumer motivate their decisions in the supermarket. The findings can be used as suggestions for how to upscale consumption amongst consumers. Greater attention to personal experiences and social drivers of food preferences has the potential to identify pathways to scale up PBPP through changing consumer consumption patterns. This results in a complex framing of consumption moving beyond physical factors towards social factors as decisive for changing consumer patterns. |
| format | H2 |
| id | RepoSLU18108 |
| institution | Swedish University of Agricultural Sciences |
| language | Inglés swe |
| publishDate | 2022 |
| publishDateSort | 2022 |
| publisher | SLU/Dept. of Urban and Rural Development |
| publisherStr | SLU/Dept. of Urban and Rural Development |
| record_format | eprints |
| spelling | RepoSLU181082022-08-11T04:00:26Z Plants for everyone : prospects of upscaling consumption of plant-based protein products En kvalitativ studie om möjligheten att främja konsumtion av växtbaserade proteinprodukter Landsbo, Clara plant-based protein products consumption lifeworld discourse habit culture motivation A change towards a more sustainable food consumption is necessary in order to mitigate climate change. Changing diets and preferences from animal-based to plant-based has a great potential to reduce impact on the environment. However, this requires action in both local and global contexts. This thesis focuses on the consumer perspective and how to upscale consumption of plant-based protein products (PBPP). By examining how consumers and retailers in Sweden understand the importance and opportunity to upscale consumption of PBPP I aim to synthesise how these perspectives mirror the participants lifeworld’s and the socio-cultural norms, values and context they are embedded in. Findings in this thesis shows that vegetarians, vegans and flexitarians recognise a value and reason for upscaling their consumption of PBPP since these consumer groups have experiences of consuming PBPP and are aware about their function. Meanwhile, omnivores merely identify a value of upscaling consumption of PBPP in general, however many are not willing to start consuming these products themselves. This may be due to their lack of experience and knowledge about the products. Thus, the consumers experiences of past consumption habits, experiences of marketing and values of the products impact both their perception of and their willingness to consume PBPP. These factors play a part in how the consumer motivate their decisions in the supermarket. The findings can be used as suggestions for how to upscale consumption amongst consumers. Greater attention to personal experiences and social drivers of food preferences has the potential to identify pathways to scale up PBPP through changing consumer consumption patterns. This results in a complex framing of consumption moving beyond physical factors towards social factors as decisive for changing consumer patterns. Nutida klimatförändringar kräver att ett flertal förändringar genomförs för att skapa en mer hållbar konsumtion av livsmedel. Att på en generell och individuell nivå förändra en preferens från animaliebaserade till växtbaserade produkter kan ha en stor potential för att minska utsläpp och klimatpåverkan från livsmedelssektorn. En sådan förändring kräver åtgärder i både lokala och globala sammanhang. Denna uppsats tar avstamp i ett konsumentperspektiv för att undersöka hur konsumtionen av växtbaserade proteinprodukter (PBPP) kan främjas. Genom en kvalitativ intervjustudie undersöks hur konsumenter och återförsäljare i Sverige förstår vikten och möjligheten av en ökad konsumtion av PBPP. Med syftet att syntetisera hur dessa perspektiv speglar forskningsdeltagarnas livsvärld och de sociokulturella normer, värderingar och sammanhang de är inbäddade i. Studien visar på att konsumentgrupperna veganer, vegetarianer och flexitarianer identifierar både en anledning samt ett värde i att öka sin konsumtion av PBPP. Detta kan bero på att dessa grupper har erfarenhet av att konsumera och är medvetna om dess funktion. Samtidigt identifierar konsumentgruppen allätare ett generellt värde i ökad konsumtion av PBPP. Däremot ser de inte ett värde i att själva konsumera dessa produkter, vilket kan bero på att de har bristande erfarenhet och kunskap om produkterna. Således påverka vanor och värderingar konsumenters uppfattning om och vilja att konsumera PBPP. Denna studie kan användas som en markör för hur konsumenter kan motiveras till nya konsumtionsvanor. En prioriterad förståelse för personliga erfarenheter och sociala drivkrafter bakom matpreferenser har potential för att identifiera hur konsumtionsmönster kan påverkas. Detta visar på ämnets komplexitet samt vikten av att verka bortom fysiska aspekter för att öka konsumtion av PBPP. SLU/Dept. of Urban and Rural Development 2022 H2 eng swe https://stud.epsilon.slu.se/18108/ |
| spellingShingle | plant-based protein products consumption lifeworld discourse habit culture motivation Landsbo, Clara Plants for everyone : prospects of upscaling consumption of plant-based protein products |
| title | Plants for everyone : prospects of upscaling consumption of plant-based protein products |
| title_full | Plants for everyone : prospects of upscaling consumption of plant-based protein products |
| title_fullStr | Plants for everyone : prospects of upscaling consumption of plant-based protein products |
| title_full_unstemmed | Plants for everyone : prospects of upscaling consumption of plant-based protein products |
| title_short | Plants for everyone : prospects of upscaling consumption of plant-based protein products |
| title_sort | plants for everyone : prospects of upscaling consumption of plant-based protein products |
| topic | plant-based protein products consumption lifeworld discourse habit culture motivation |