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Sustainable eating: mainstreaming plant-based diets in developed economies

journal contribution
posted on 2023-06-09, 14:18 authored by Michael BeverlandMichael Beverland
Livestock production has an enormous impact on climate change emissions, resource use, habitat loss, and the availability of staples for consumers in developing countries. Despite this, macromarketers have paid little attention to environmentally sustainable diets. Although researchers in health studies have identified the need to mainstream plant-based diets, they downplay the socio-cultural meanings associated with meat and vegetable consumption. We propose the challenge of change in eating habits reflects a classic agency-structure tension and draw on Kurt Lewin’s force-field theory to examine five forces for/against the mainstreaming of sustainable diets (human health, environmental sustainability, morality, identity, and institutional factors). Policy solutions are identified with particular attention paid to expanding the size of the health vegetarian segment.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

Journal of Macromarketing

ISSN

02761467

Publisher

SAGE Publications

Issue

3

Volume

34

Page range

369-382

Department affiliated with

  • Business and Management Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2018-07-30

First Compliant Deposit (FCD) Date

2018-07-29

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