The Mainstreamization of Sustainable Plant-Based Food Alternatives to Transform Market and Society

Informações

Código: MKT2738
Divisão: MKT - Marketing
Tema de Interesse: Tema 14 - Marketing do Agronegócio e Consumo de Alimentos

Autores

Lucas Roecker Lazarin (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) lucas.lazarin@hotmail.com
Walter Nique (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) walter.nique@ufrgs.br

Resumo

This theoretical essay deals with the process of transformation of the food market. The food market is in constant transformation, but is it possible to consider a transformation more directed to an environmentally sustainable, healthy, ethical and economically more efficient horizon? A plant-based format is assumed as the better scenario, and some facts that demonstrate actions for the transformation or braking of transformations in this market are presented, going beyond consumer practices, considering the tangle of actors, according to diverse theoretical perspectives. Recent happenings in the plant-based food market are listed and somewhat contrasted with theoretical perspectives, generating inquiries for future researches aligned with this transformation.

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