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Adequate vegetable consumption is fundamental to a healthy balanced diet; however, global compliance with recommendations is poor which is particularly important for young adults as they form food consumption habits. There is a growing interest in the circular economy of hospitality and sustainability of current dietary patterns in light of climate change and an expanding global population. The food value chain needs to be considered both vertically and horizontally where the research and development (R&D) investment is optimised by being “joined up” and not fragmentary; in addition, consumer trade-offs of health vs for example sensory appeal are taken into consideration. The purpose of this study was to identify factors predicting acceptance of vegetable dishes by young adults and present a roadmap that can be used for dish development and healthful marketing.

This study used the health belief model (HBM) as framework to investigate key factors that encourage vegetable intake by young adults using an online questionnaire sample of 444 enrolled in undergraduate programs at universities in Brazil.

Structural modelling showed that vegetable consumption frequency was positively influenced by Health concerns, Naturalness and Self-efficacy (including cooking skills), whereas Sensory factors and Familiarity demonstrated a negative loading that might be related to unpleasantness.

Globally, there is a strong need to promote the consumption of vegetables as a public health policy priority but also to ameliorate barriers to action that could be facilitated by availability, dish development and healthful marketing in hospitality operations.

The purpose of this paper is to introduce the term branded marketing events (BMEs), and examine the role of its experiential components as a strategic tool for the facilitation of customer brand engagement. This study examines five experiential components of BMEs at events held in Australia and France to determine their respective impact on customer brand engagement.

Surveys were distributed to attendees of ten events by six wine brands in South Australia, and six events in five sub-regions of Bordeaux.

Findings suggest that BMEs influence customers’ brand engagement and brand purchase intention in both Australia and France. However, the experiential components within the events had differing effects. Australian customers were influenced by cognitive, sensorial, and relational experiences and their increased customer brand engagement strongly influenced brand purchase intention. French customers, however, required pragmatic event experiences to build brand engagement.

Recognizing their mutual experiential and interactive foundations, this study integrates the research domains of marketing events, customer experiences and customer brand engagement, and contributes to the strategic understanding of how branded event experiences facilitate customer brand engagement.