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Amidst pressing environmental concerns, the service industry has increased its focus on sustainable production and consumption patterns. This study aims to explore whether Generation Z’s perceived value of plant-based food influences feelings of guilt as a result of consuming meat instead of plant-based food and/or pride from consuming plant-based foods, which might then lead to decisions to purchase alternative plant-based products at restaurants.

A survey was conducted measuring a range of variables and their relationships. The hypothesized model was tested using covariance-based structural equation modeling.

Results showed that perceived social value significantly influenced guilt and pride with perceived emotional value only influencing pride. Both guilt and pride significantly influenced the decision to switch eating patterns from conventional meat to plant-based protein at restaurants. And, finally, environmental concern significantly moderated the effect of emotional value on guilt.

To achieve sustainable goals, food producers should promote plant-based menu items by increasing the awareness of social approval through marketing communications.

This study bridges a gap in the literature by investigating how consumers’ perceived value affects their anticipated emotional feelings of guilt and pride leading to the switch from meat-based to plant-based diets at restaurants.

This study aims to identify effective ways to promote plant-based foods in quick-service restaurants by considering customers’ food-related health involvement.

This study conducted a 2 (message format: myth/fact or fact-only) × 2 (message focus: benefit- or attribute-focused) × 2 (health involvement: high or low) quasi-experimental design via a scenario-based online survey. A multivariate analysis of covariance and a bootstrapping approach were used to test the hypotheses (N = 365).

The results indicated that message format and focus jointly influenced customers’ perceived health consequences of plant-based foods and purchase intentions; customers’ health involvement altered the two-way interaction between message format and focus; and perceived health consequences mediated the effects of message format and focus as and customers’ health involvement on purchase intentions.

This study identifies the effectiveness of message format and focus in promoting plant-based foods and extends the sustainable product promotion literature by using resource matching theory and the elaboration likelihood model. Future studies should use field studies to examine how can message framing influence customers’ actual behaviors when purchasing plant-based foods.

This study can help quick-service restaurants better promote plant-based foods considering message format and focus and customers’ food-related health involvement.

This is one of only a few studies that have tested how messages containing both negative and positive information about a product could help promote plant-based foods.

The research objectives were to: (1) examine the relationship among motivations, satisfaction and loyalty with plant-based food dining at destinations; (2) determine if and how the attractiveness of eating plant-based foods moderates satisfaction and loyalty; and (3) investigate potential differences in visitor background information and consumption characteristics.

A survey was conducted at tourist attractions in southern Taiwan and 274 valid questionnaires were obtained. The relationships among motivations, satisfaction and loyalty were investigated when eating plant-based foods during travel. The moderating effects of food attractiveness on motivations and satisfaction/loyalty were measured.

The results indicated a positive relationship between motivations and satisfaction/loyalty in plant-based food dining. Motivations for plant-based food dining were comprised of four domains (physical, cultural, interpersonal and prestige) and satisfaction and loyalty had three (overall satisfaction, intention to revisit and intention to recommend).

The major implications were that motivations had a significant effect on satisfaction and loyalty; food attractiveness did not moderate the effect of motivations on satisfaction/loyalty; and background characteristics influenced satisfaction and loyalty.

Marketers and strategic planners for plant-based restaurants or those with plant-based meal options must make a greater effort to understand the distinctive demographic and dietary characteristics of the people who comprise the core of this market.

This research adds to the very limited literature on plant-based and vegetarian dining in tourism destinations. Furthermore, it tests, partially validates and expands a model by Kim et al. (2009) for consuming local food while traveling. The findings also complement the considerable evidence linking motivations to satisfaction and loyalty when dining.

Plant-based diets have been related to decreasing morbidity and mortality of many non-communicable diseases. The purpose of this study was to investigate the relationship between plant-based diets and lipid profiles and anthropometric indices.

This cross-sectional study was performed on 236 men and women selected from Shiraz health-care centers. This study used a 168-item food frequency questionnaire to calculate plant-based diet index (PDI), healthy plant-based diet index (hPDI) and unhealthy plant-based diet index (uPDI). Total cholesterol, high-density lipoprotein cholesterol and low-density lipoprotein cholesterol and triglycerides were measured. Furthermore, body mass index, a body shape index and conicity index (CI) were calculated after measuring weight, height and waist circumference.

Higher score of PDI was significantly related to higher triglycerides level (OR = 2.16; 95% CI: 1.04, 4.48; P = 0.03). In the fully adjusted model, there was a significant association between ABSI and hPDI (OR = 4.88; 95% CI: 1.17, 20.24; P = 0.03). A significant inverse association was observed between uPDI and high-density lipoprotein (HDL) (OR = 0.45; 95% CI = 0.21, 0.98; P = 0.03). Also, this study found a decreasing, but insignificant trend in relation of ABSI (OR = 0.72; 95% CI = 0.22, 2.34) and CI (OR = 0.41; 95% CI = 0.06, 0.56) with PDI.

Further studies are needed to explore the association of PDI with anthropometric indices and lipid profile and also to assess the potential causality of the observed associations. Plant-based diets according to their contents could affect triglycerides, HDL and anthropometric properties.

Hence, dietitians should consider the findings of this study such as the inverse effect of unhealthy plant-based diets on HDL and the relation between healthy plant-based diets and WC and abdominal obesity.

This study showed that adherence to a plant-based diet was related to higher triglycerides levels. Also, uPDI was inversely associated with HDL level. Furthermore, participants who adhered more to a healthy plant-based diet had higher abdominal adiposity.

Plant-based eggs have recently been developed to provide consumers with a healthier, animal-friendlier and more sustainable alternative to conventional eggs. The purpose of this paper is to investigate intrinsic and extrinsic attribute preferences for three prototypes of plant-based egg, namely the liquid, powder and egg-shaped.

Nine focus groups in the United Kingdom and nine in Italy were conducted, with a total of 180 participants. A thematic analysis of results was conducted.

In terms of intrinsic product attributes, consumers' preferences for colour, shape, taste, ingredients, nutrients, method of production and shelf-life for plant-based eggs were revealed. Regarding the extrinsic attributes, preferences for price, packaging, country of origin and product naming emerged. Similarities and differences between consumers from the two countries are also discussed. Differences in preferences also emerged between vegan and non-vegan consumers.

This study adds to the existing knowledge on consumers' preferences for new plant-based food alternatives and identifies future quantitative approaches based on qualitative findings.

Results from this study can assist plant-based egg manufacturers in improving their products in line with consumers' expectations, which may help reducing risk of product failure.

This study is the first to investigate consumers' preferences, expectations and needs for new food products like plant-based eggs and provides information that can be practically applied by manufacturers, as well as suggestions for future research.

After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

Teaching notes are available for educators only.

CSS 8: Marketing.

The rising number of food recalls has raised concerns about complexity, globalization and weak governance in the food supply chain. This paper aims to investigate the recall of plant-based products with data from the US Food and Drug Administration.

Introducing the structural topic modeling method allowed us to test theories on recall in the context of sustainable food consumption, enhancing the understanding of food recall processes. This approach helps identify latent topics of product recalls and their interwoven relationships with various stakeholders.

The results answer a standing research call for empirical investigation in a nascent food industry to identify stakeholders’ engagements for food safety crisis management for corporate social responsibility practices. This finding provides novel insights on managing threats to food safety at an industry level to extend existing antecedents and consequences of product recall at a micro level.

For practitioners, this empirical finding may provide insights into stakeholder management and develop evidence-based strategies to prevent threats to food safety. For public policymakers, this analysis may help identify patterns of recalls and assist guidelines and alarm systems (e.g. EU’s Rapid Alert System for Food and Feed) on threats in the food supply chain.

Two detected clusters, such as opportunisms of market actors in the plant-based food system and food culture, from the analysis help understand corporate social responsibility and food safety in the plant-based food industry.

Both governments and the food industry are interested in plant-based products. New products are advertised as climate-friendly, with plant-based materials increasingly replacing animal-based content. In Finland, oat milk dominates the plant-based milk market. The authors studied what features young and urban users of plant-based and cow's milk value in oat milk for coffee and how the preferences of the users relate to ethical food-choice motives.

In total, 308 students filled in an e-questionnaire. The survey used best-worst scaling (BWS), a discrete choice approach, to measure the perceived values related to oat milk characteristics. The ethical motives were measured by a version of the Lindeman and Väänänen scale. Also the respondents' diets were asked. Preference clusters were identified and viewed with the ethical food-choice motives and diets.

The respondent group that exclusively used cow's milk attached more value to taste, added nutritional elements, discounts and recommendations by friends. The rest of the respondents attached more value to origin and sustainability-related features of oat milk. In the six-cluster solution, one extreme cluster was valuing taste and the other was valuing sustainability-related issues. All the ethical food-choice motives: ecological welfare, political values and religion were (roughly) the higher the cluster valued sustainability-related items. The respondents eating meat were more likely to belong to the clusters valuing taste than non-meat eaters that belong more likely to clusters valuing sustainability-related features.

Very few earlier studies have explored the heterogeneity of valuations of plant-based products and the products' relationship with ethical food-choice motives.

Recent reviews and reports have highlighted the need for integrated, context-specific efforts to enable sustainable food transitions. This study aimed to identify pathways to promote healthier and more environmentally friendly food practices in school contexts, with a focus on increased plant-based eating.

The study used a systemic approach with data collected from relevant stakeholders in an EU country (Portugal) at diverse levels of influence in the school meals system (i.e. proximal, intermediate, distal; from end-consumers to food providers, market actors, civil society organizations, and policy and decision-makers). Data from individual interviews (N = 33) were subjected to thematic analysis.

Meat-centric cultural perceptions of a ‘proper meal’ can be a socio-emotional barrier for sustainable food transitions in schools. Main pathways identified to unlock these transitions included: (1) Levering orientations toward ethical and environmentally beneficial consumption; (2) Improving and increasing the offer of plant-based meals; and (3) Mobilizing local communities and society.

The current findings suggest that promoting healthier and more environmentally friendly food practices in schools requires systemic, integrated approaches which focus on food consumption, food provision, and the broader political and sociocultural environment.

There has been a growing call from within the operations management (OM) academic community for research of more managerial relevance. This has implied a greater emphasis on empirical research: surveys, cases, and action research. But in fact these types are quite different. However, the great majority of empirical OM work published is based on postal surveys and/or interviewing executives, where research method selection is made for reasons of practical convenience and academic expectation. Given the level of complexity involved in understanding the OM perspective of business issues then the emphasis should be placed on plant‐based research. Conducting research on‐site and investigation through the analysis of relevant data, issues, developments and events ensures relevance and a validity essential to making an impact on business practice. There are obstacles to increasing the amount of plant‐based research which is carried out, such as practical and personal difficulties, a mistaken concern over research rigour, and academic institutional inertia. Each of these needs to be overcome if OM research is to influence business practice more in the future than it has in the past.