Are Plant-Based Diets Better For More Than Just Your Health?

rome-campo-dfiori-1438320-4-mVeganism and vegetarianism are becoming more and more popular as a greater variety of plant-based foods become available. A little to no meat diet has been promoted as a healthier option, but can reduced manufacture of animal products also help combat climate change? Michael B. Beverland discusses this concept in his article “Sustainable Eating: Mainstreaming Plant-Based Diets in Developed Economies,” from the Journal of Macromarketing.

The abstract:

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 haveJMMK_new C1 template.indd paid little attention to environmentally sustainable diets. Although researchers in health studies have identified the need to mainstream plant-based diets, they downplay the sociocultural 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.

Read “Sustainable Eating: Mainstreaming Plant-Based Diets in Developed Economies” from the Journal of Macromarketing for free by clicking here. Make sure to sign up for e-alerts by clicking here and keep up with all the latest from the Journal of Macromarketing.

This entry was posted in Climate Change, Crisis Management, Engagement, Environmental and Social Issues, Innovation, Macromarketing, Marketing, Promotion, Science, Social Impact, Sustainability and tagged , , , , , , by Cynthia Nalevanko, Editor, SAGE Publishing. Bookmark the permalink.

About Cynthia Nalevanko, Editor, SAGE Publishing

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 1500 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, Washington DC, and Melburne, our publishing program includes more than 1000 journals and over 900 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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