In the middle of the 1990s many adolescents became vegetarians. There was concern among adults about whether these new young vegetarians got enough energy and nutrients from their dietary intake. The aim of this thesis was to investigate the prevalence of young vegetarians, the food and lifestyle habits, dietary intake and nutritional status of vegetarian and omnivorous adolescents. The prevalence of adolescents eating a vegetarian school lunch in 124 Swedish secondary schools was investigated by interviewing matrons. Information about prevalence of vegetarians, food and lifestyle habits, of 2041 15-year old students from Umeå, Stockholm and Bergen, was obtained by a questionnaire. The dietary intake and nutritional status of thirty 16-20 year-old vegans were compared with thirty age, sex and height matched omnivores. Five percent of the adolescents (16-20 years) in Sweden were found to eat vegetarian food at school lunch. In Umeå there was a significantly higher prevalence (15.6%) of 15-year-old vegetarians compared with Stockholm (4.8%) and Bergen (3.8%). It was also found that more females than males (15 years old) chose a vegetarian dietary regime. Even though the female vegetarians consumed vegetables significantly more often than the omnivores, the intake (32 times/month) was not as often as might be expected of a vegetarian population. The male vegetarians reported eating vegetables not even once a day (25 times/month). No difference in the consumption frequency of fruits/berries, alcoholic beverages, sweets/chocolates and fast foods was seen between vegetarians and omnivores. However, female vegetarians more often than female omnivores consumed dietary supplements. Furthermore, lifestyle characteristics of vegetarians were similar those of omnivores regarding exercise, use of alcohol and smoking habits. No significant difference in validity of reported energy expenditure or energy and protein intakes was found between vegans and omnivores. Young vegans (16-20 year-olds) were seen to have a higher calculated intake of vegetables, legumes, and dietary supplements and a lower intake of ice creams, cakes/cookies, and candies/chocolate than omnivores. The dietary intake was below the average requirements of riboflavin for 73% of the vegans, vitamin B12 for all vegans, vitamin D for 43% of the vegans, calcium for 77% of the vegans and selenium for all vegans and 43% of the omnivores. If intake of supplements was included the intake of e.g. calcium and selenium was still lower than the average requirements for 67% and 73% of the vegans respectively. Low iron stores were as prevalent among vegans as among omnivores (20% and 23% with low stores) and three vegans had low vitamin B12 concentrations in blood. The findings imply that food and lifestyle habits of young vegetarians are different than what previous studies of vegetarians have shown. There is a need for future research of the long-term health effects of being vegetarian.

Market research is often conducted through conventional methods such as surveys, focus groups and interviews. But the drawbacks of these methods are that they can be costly and timeconsuming. This study develops a new method, based on a combination of standard techniques like sentiment analysis and normalisation, to conduct market research in a manner that is free and quick. The method can be used in many application-areas, but this study focuses mainly on the veganism market to identify vegan food preferences in the form of a profile. Several food words are identified, along with their distribution between positive and negative sentiments in the profile. Surprisingly, non-vegan foods such as cheese, cake, milk, pizza and chicken dominate the profile, indicating that there is a significant market for vegan-suitable alternatives for such foods. Meanwhile, vegan-suitable foods such as coconut, potato, blueberries, kale and tofu also make strong appearances in the profile. Validation is performed by using the method on Volkswagen vehicle data to identify positive and negative sentiment across five car models. Some results were found to be consistent with sales figures and expert reviews, while others were inconsistent. The reliability of the method is therefore questionable, so the results should be used with caution.

O interesse sobre o mercado de produtos vegetarianos e veganos tem crescido muito na última década, sendo que novos produtos alimentícios fortificados são continuamente introduzidos nesse segmento. Como grande parte do público vegano possui deficiências na ingestão de vitaminas D3 e B12, torna-se interessante o desenvolvimento de produtos com adição dessas vitaminas como fortificantes de alimentos. O objetivo principal desta Dissertação foi produzir e caracterizar um gel de pectina carregado de emulsão, incorporando vitaminas D3 e B12. As emulsões foram produzidas com óleo de linhaça como fase dispersa e inulina associada à goma arábica como estabilizantes. A emulsão foi produzida por método de alto cisalhamento, em tampão citrato (pH 4,0) (devido à melhor estabilidade da vitamina B12 em tal pH) e em baixa temperatura (30 °C) para minimizar a degradação de vitamina D3. As emulsões foram avaliadas utilizando difração a laser, se apresentando estáveis ao longo de 30 dias de estocagem e com diâmetro médio de 2,75 ± 0,25 µm. A vitamina D3 não sofreu degradação no período avaliado. Os géis foram produzidos com pectina de baixo grau de metoxilação amidada (pectina LMa) utilizando-se uma concentração de 4 % (g/g), a 60 °C, com 30 % (g/g) de sacarose, 0,1 % (g/g) de CaCl2.2H2O, em tampão citrato (pH 4,0). Substituiu-se 60 % (g/g) da água da matriz do gel pela emulsão e foram obtidos géis carregados firmes. Através de ensaios reológicos e de compressão uniaxial foi possível verificar que os géis carregados possuem uma rede estrutural mais forte do que o gel não-carregado, mostrando que as partículas são ativas. O gel carregado com 40 % de substituição da fase aquosa foi o gel mais forte, a ele adicionou-se as vitaminas. A vitamina B12 se mostrou estável, assim como os parâmetros colorimétricos dos géis carregados e dos géis nãocarregados após 30 dias. Assim, foi possível produzir géis de pectina carregados de emulsão, incorporando-se as vitaminas D3 e B12, que se mostraram estáveis ao longo do tempo de armazenamento. / Interest in the vegetarian and vegan product market has grown sharply over the past decade, with new fortified food products being continuously introduced into this market segment. As a large part of the vegan public has deficiencies in the intake of vitamins D3 and B12, it becomes interesting to develop products with addition of these vitamins as food fortifiers. The main objective of this research was to produce and characterize an emulsion-laden pectin gel incorporating vitamins D3 and B12. The emulsions were produced with flaxseed oil as dispersed phase and inulin associated with gum arabic as stabilizers. The emulsion was produced by the high shear method, in citrate buffer (pH 4.0) (due to the improved stability of vitamin B12 at such pH) and at low temperature (30 °C) to minimize vitamin D3 degradation. The emulsions were evaluated using laser diffraction, being stable over 30 days of storage and with an average diameter of 2.75 ± 0.25 µm. Vitamin D3 was not degraded in the evaluated period. The gels were produced with low amidated methoxylation pectin (LMa pectin) using a concentration of 4% (w/w) at 60°C with 30% (w/w) sucrose, 0.1% (w/w) of CaCl2.2H2O in citrate buffer (pH 4.0). The emulsion replaced a percentage of 60% (w/w) of the gel matrix aqueous phase and strong emulsion-filled gels were obtained. Through rheological and uniaxial compression tests, it was possible to verify that the emulsion-filled gels have a stronger structural lattice than the uncharged gel, showing that the particles are active. The gel filled with 40% aqueous phase replacement was the strongest gel therein, and the vitamins were added to it. Vitamin B12 was shown to be stable, as were the colorimetric parameters of filled and unfilled gels after 30 days. Therefore, it was possible to produce emulsion-filled pectin gels and to incorporate vitamins D3 and B12, which were shown to be stable over the storage time.

Bakgrund Det finns många olika motiv till att individer väljer att äta växtbaserat. De främsta motiven är egenhälsan och etiska aspekter i form av djurrätt, men även minskad klimatpåverkan. Den största barriären till att övergå till en mer växtbaserad kosthållning är informationsbrist om kosthållningen. Näringsinnehållet skiljer sig mellan mejeriprodukter och växtbaserade alternativ, vilket kan leda till brister om mejeriprodukter helt eller delvis utesluts ur kosten. Syfte Syftet med studien var att undersöka skillnader i attityd och kunskap om mejeriprodukter kontra växtbaserade alternativ hos unga vuxna i åldrarna 18–30 år. Metod Studien var kvantitativt designad och genomfördes via webbenkät i september 2020 med 125 deltagare. Enkäten innehöll bakgrundsfrågor, kunskap- och attitydpåståenden. Data analyserades med IBM SPSS Statistics 27. Signifikansnivån p <0,05 valdes.  Resultat 117 svar analyserades, majoriteten var kvinnor, personer mellan 18–24 år och kosthållningen blandkost. Signifikanta skillnader sågs för påståendena om hälsa, etik och smak mellan kosthållningarna blandkost och vegetarian (p=0,011, p=0,023, p<0,001) samt blandkost och vegan (p<0,001, p=0,042, p=0,008). Samtliga kosthållningar var över lag mer benägna att hålla med om de påståenden som var positivt vinklade för deras kosthållning. 50-87 % svarade fel eller vet ej på kunskapspåståendena, förutom på påståendet Kalcium förekommer naturligt i mejeriprodukter där majoriteten svarade rätt. Inga signifikanta skillnader sågs mellan åldersgrupperna gällande kunskap och attityder. Slutsats Attityderna till mejeriprodukter kontra växtbaserade alternativ skiljer sig beroende på kosthållning, framförallt mellan omnivorer och veganer. Kunskapen om näringsmässiga skillnaderna mellan mejeriprodukter och växtbaserade alternativ var låg hos blandkost och pescetarian och vegetarian och vegan. / Background The motives for consuming plant-based diet vary, the main ones being health related and animal-welfare. Decreasing environmental impact also ranks quite high. The biggest perceived barrier to follow a plant-based diet is the lack of information regarding the diet. The nutritional content of plant-based dairy-alternatives differs from dairy-products. If dairy-products are partially or completely excluded from the diet there is a risk of nutritional deficiencies. Objective The aim of the study was to investigate the difference in attitude towards and knowledge of dairy-products and plant-based alternatives in 18-30-year-olds. Method A web-based survey was conducted in September of 2020 with 125 participants. The survey consisted of three sections with questions regarding background, knowledge of nutritional differences and attitudes towards dairy-products and plant-based alternatives. The data was analysed through IBM SPSS Statistics 27. The significance level was set to p<0,05. Results 117 participants' answers were in the final analysis. Most of them were women and omnivorous. Significant differences in attitude towards health, ethical aspects and taste preferences could be seen between omnivores and vegetarians (p=0,011, p=0,023, p<0,001) as well as omnivores and vegans (p<0,001, p=0,042, p=0,008). In general, the different dietary preferences were prone to agree with statements that agreed with their diet. 50-87% answered incorrectly or “Don’t know” at the knowledgestatements, except Calcium naturaly occurs in dairy products where the majority answered correctly. No significant differences were found between the age groups regarding knowledge or attitude. Conclusion Attitudes towards dairy-products and plant-based dairy-alternatives significantly differ depending on diet. The biggest differences were seen between omnivores and vegans. Knowledge about the nutritional differences between dairy-products and plant-based dairy-alternatives was low among both omnivore and pescatarian and vegetarian and vegan.

No description available.

Produktionen av animalier har en stor negativ inverkan på miljön, ändå har konsumtionen av kött fortsatt att öka. Ett urval av karnister, vegetarianer och veganer i Malmö, Sverige, och Berlin, Tyskland, studerades via semi-strukturerade intervjuer och med Grounded Theory som en metodologisk bas för datainsamling, analys och tolkning. Den geografiska jämförelsen motiverades av vissa uppfattade skillnader och likheter mellan städerna och som ansågs kunna bidra till ett bredare perspektiv i studien. Genom att tillämpa olika teorier strävade vi i denna studie efter att identifiera vilka faktorer som påverkar individens vilja och förmåga att minska den egna konsumtionen av animaliska produkter. Det konstaterades att normer, värderingar, kunskap, ekonomiska incitament, tillgänglighet och etiska aspekter var de mest inflytelserika faktorerna. / The production of animal products has a major negative impact on the environment. Still,the consumption of meat has been shown to continually increase. A selection of carnists,vegetarians and vegans in Malmö, Sweden, and Berlin, Germany, were studied with semistructured interviews and Grounded Theory was used as a methodological base for data collection, analysis and interpretation. The geographical comparison was motivated by some perceived differences and similarities, as it was believed to contribute to a broader perspective. By applying different theories, we aimed in this study to identify which factors that influence the willingness and ability of the individual to reduce the own consumption of animal products. It was found that norms, values, knowledge, economic incentives, availability and ethical aspects were the most influential factors.

Résumé : Contexte: Les maladies cardiovasculaires (MCV) sont un enjeu contemporain de santé publique. Or, des recherches cliniques démontrent que certaines interventions sont efficaces dans leur traitement et prévention. Il s’agit d’interventions nutritionnelles éducatives priorisant des aliments végétaux minimalement transformés (VMT). Ces interventions promeuvent l’adoption de postures alimentaires se caractérisant par la consommation à volonté d’une grande variété d’aliments d’origine végétale (e.g. légumineuses, céréales entières, fruits, légumes) et par une diminution de la consommation d’aliments d’origine animale (e.g. viandes, œufs et produits laitiers) et ultra-transformés (e.g. riches en sucres, sel ou gras, et faibles en fibres). Objectifs: À l’aide d’un devis mixte concomitant imbriqué, nous avons évalué les effets d’un programme d’interventions éducatives visant à augmenter la consommation de VMT chez des adultes à risque de MCV et exploré les déterminants des modifications comportementales observées. Méthodologie : Divers paramètres physiologiques et anthropométriques ont été mesurés pré-post programme (n = 72) puis analysés avec un test t pour échantillons appariés ou un test signé des rangs de Wilcoxon. D’autre part, 10 entretiens semi-dirigés ont été réalisés post-programme et soutenus par un guide d’entretien basé sur le Food Choice Process Model. Les verbatims intégraux ont été codés selon la méthode d’analyse thématique. Résultats : Après 12 semaines, le poids (-10,5 lb, IC 95 %: 9,0-12,0), le tour de taille (-7,4 cm, IC 95 %:6,5-8,4), la tension artérielle diastolique (-3,2 mmHg, IC 95 %: 0,1-6,3), le cholestérol total (-0,87 mmol/ L, IC 95 %:0,57-1,17), le cholestérol LDL (-0,84 mmol/ L, IC 95 %: 0,55-1,13) et l’hémoglobine glyquée (-1,32 %, IC 95 %:-0,17-2,80) se sont significativement améliorés. L’analyse thématique des données qualitatives révèle que le programme, par la stimulation de valeurs de santé, d’éthique et d’intégrité, favorise la transformation des choix alimentaires vers une posture davantage axée sur les VMT durant une période clé du parcours de vie (i.e. pré-retraite). D’autres déterminants pouvant favoriser l’adoption d’une alimentation VMT ont été identifiés, dont les bénéfices importants observables à court terme, l’absence de restriction à l’égard de la quantité d’aliments VMT et le développement de compétences de planification dans l’acquisition et la préparation des aliments. Conclusion : Une intervention priorisant les VMT permet d’améliorer le profil cardiométabolique d’individus pré-retraités en raison de ses caractéristiques intrinsèques, mais aussi parce qu’elle modifie les valeurs impliquées dans les choix alimentaires. / Abstract : Background: Cardiovascular disease (CVD) is a contemporary public health issue. However, clinical research shows that some interventions are effective in its treatment and prevention: nutrition education programs prioritizing whole plant foods (WPF). These interventions promote the adoption of diets characterized by the unlimited consumption of a wide variety of plant foods (e.g. legumes, whole grains, fruits, vegetables) and a decrease in consumption of animal (e.g. meat, eggs and dairy products) and highly processed foods (e.g. high in sugar, salt or fat and low in fiber). Objectives: Using a nested concomitant mixed design, we evaluated the effects of a nutrition education program to increase the consumption of WPF in adults at risk of CVD and explored the determinants of the observed behavioral changes. Methodology: Various physiological and anthropometric parameters were measured pre-post program (n = 72) and analyzed with t test for paired samples or signed rank test Wilcoxon. Also, 10 semi-structured interviews were conducted post-program, supported by an interview guide based on the Food Choice Process Model. The full transcripts were coded according to thematic analysis method. Results: After 12 weeks, weight (-10.5 lbs, 95 % CI: 9.0-12.0), waist circumference (-7.4 cm, 95 % CI: 6.5-8.4), diastolic blood pressure (-3.2 mmHg, 95 % CI: 0.1-6.3), total cholesterol (-0.87 mmol/ L, 95 % CI: 0.57-1.17), LDL cholesterol (-0.84 mmol/ L, 95 % CI: 0.55-1.13) and HbA1c (-1.32 %, 95 % CI - 0.17-2.80) improved significantly. Thematic analysis of qualitative data reveals that the program, by stimulating values such as health, ethics and integrity, promote the transformation of food choices towards a more whole-foods plant-based dietary pattern during a key period of participants’ life course (i.e. early retirement). Other determinants that can help orient food trajectory towards more WPF have been identified, including the significant short term benefits, the lack of restriction on the amount of WPF and development of planning skills in acquiring and preparing food. Conclusion: A nutrition education program prioritizing WPF improves the cardio-metabolic profile individuals in their pre-retirement because of its intrinsic characteristics, but also because it changes their food choice values. / Resumen : Contexto: Las enfermedades cardiovasculares (ECV) son un asunto contemporáneo de salud pública. Sin embargo, la investigación clínica demuestra que algunas intervenciones son eficaces en su tratamiento y prevención. Se trata de intervenciones nutricionales educativas que priorizan los alimentos vegetales mínimamente procesados (AVMP). Estas intervenciones promueven la adopción de posturas alimenticias que se caracterizan por el consumo ilimitado de una amplia variedad de alimentos de origen vegetal (e.g. legumbres, granos enteros, frutas, verduras) y una disminución en el consumo de alimentos de origen animal (e.g. carne, huevos y productos lácteos) y altamente procesados (e.g. es decir, alto contenido de azúcar, sal o grasa y bajo en fibras). Objetivo: Con el uso de un diseño mixto concurrente se evaluaron los efectos de un programa compuesto de diversas intervenciones educativas enfocadas en el incremento del consumo de AVMP en adultos en situación de riesgo de ECV. Así mismo, se exploraron los determinantes de los cambios de comportamientos observados. Material y métodos: Se midieron varios parámetros fisiológicos y antropométricos antes y después del programa (n = 72) los cuales se analizaron con la prueba t para muestras pareadas o prueba de los rangos con signo de Wilcoxon. Ademas, se llevaron a cabo 10 entrevistas semi-estructuradas post-programa apoyados por una guía de entrevista basada en el Food Choice Process Model. Las transcripciones completas fueron codificadas de acuerdo al método de análisis temático. Resultados: Después de 12 semanas, el peso (-10.5 lbs, IC 95 %: 9.0 a 12.0), la circunferencia de la cintura (-7.4 cm, IC 95 %: 6.5 a 8.4), la presión arterial diastólica (-3.2 mmHg, IC 95 %: 0.1 a 6.3), el colesterol total (-0.87 mmol/ L; IC 95 %: 0.57 a 1.17), el colesterol LDL (-0.84mmol/ L, IC 95 %: 0.55 a 1.13) y la HbA1c (-1.32 %, IC 95 % - 0.17 a 2.80) mejoraron significativamente. El análisis temático de los datos cualitativos revela que el programa, mediante la estimulación de valores de la salud, la ética y la integridad, favorece la transformación de la elección de alimentos hacia una postura más centrada en los AVMP durante un período clave del ciclo de vida (e.g. la jubilación temprana). Otros determinantes que pueden promover la adopción de una postura alimenticia más centrada en los AVMP han sido identificados, incluyendo los beneficios significativos observados a corto plazo, la falta de restricción en la cantidad de AVMP y el desarrollo de habilidades de planificación en la adquisición y preparación de alimentos. Conclusiones: Un programa de intervenciones educativas que favorece el consumo de AVMP mejora el perfil cardio-metabólico de las personas pre-jubiladas no sólo gracias a sus características intrínsecas, sino también al cambio de valores que intervienen en la elección de los alimentos.

Köttätande är i dag en fråga som engagerar många. Vissa menar att det är farligt både för klimat och hälsa medan andra menar att det är nödvändigt för människans överlevnad. När frågan kring köttätandet lyfts och köttkonsumtionen ifrågasätts i debatten mellan köttätare och veganer händer något och heta känslor uppstår. Debatten provocerar och upprör och inte sällan slutar det i osämja de båda parterna emellan. Det är därför av intresse att analysera hur de båda sidorna uttrycker sig när de talar om kött för att ta reda på hur de skiljer sig åt. Det här ämnar denna uppsats undersöka. Detta görs genom att bland annat analysera olika typer av bildspråk som förekommer i de båda sidornas sätt att uttrycka sig kring kött. George Lakoffs och Mark Johnsons teori om konceptuella metaforer fungerar även som inspirationskälla för denna analys. Genom att synliggöra underliggande diskurser som ligger till grund för hur vi i samhället talar, tänker och ser på kött kan vi ta reda på hur veganers terminologi kring kött skiljer sig åt från köttätarnas. På så sätt kan vi få en förståelse för varför de heta känslorna uppstår, att konflikten kanske snarare bottnar i en brist på förståelse över de olika sidornas sätt att tala om kött.

Esta dissertação se compõe, primeiro, de uma análise interdisciplinar e de macromarketing sobre o mercado alimentar com enfoque nos problemas da atual configuração centrada em carnes e lácteos. Levantando diversos estudos recentes e relatórios de áreas climática, ambiental, econômica, da saúde, da nutrição, da antropologia e da ética, apresenta-se vantagens de uma reconfiguração na ordem do mercado alimentar devido ao protagonismo dos produtos de origem animal na emissão de gases de efeito estufa, mudança no uso da terra, pressão pelo desmatamento, uso e poluição da água, perda da biodiversidade, ameaça à segurança alimentar global, inerente ineficiência econômica, reforço às desigualdades socioeconômicas, proliferação de novas doenças transmissíveis, impactos à saúde do consumidor, sustentação de altos índices de mortalidade humana e violação dos direitos dos animais. A partir dessa análise de macromarketing, se propõe uma reconfiguração vegana do mercado alimentar como importante alternativa para aliviar, de modo integrado, esse conjunto de problemas enfretandos pela sociedade contemporânea. Nesse sentido, uma reconfiguração sociotécnica para favorecer padrões alimentares veganos mostra-se como alternativa à sustentabilidade, especialmente em relação às mudanças climáticas, dado que essa transformação é indicada como relevante estratégia de mitigação e de adaptação, concomitantemente Diversas dificuldades para tal reconfiguração estão alinhadas à constante reiteração das práticas sociais através do habitus e outros dispositivos para a manutenção da atual estrutura e ordem socioecônomica. Por isso, transformações no mercado alimentar são complexas, dadas as relações de poder, relativas aos interesses dos diversos atores direta e indiretamente beneficiados economicamente, e das bases culturais e históricas que sustentam práticas envolvidas nesse consumo. Assim, compreender as influências sobre o comportamento do consumidor, entendendo-o como um agente inserido em estruturas e dinâmicas sociais, é essencial — embora não suficiente — para estudar a transformação de um mercado. Por isso, propõe-se um estudo, de certa forma amplo, com consumidores para compreender elementos que operam dificultando, e eventualmente facilitando, a transformação vegana de suas práticas de consumo alimentar. Através de uma coleta empírita, exploratória e de multimétodo, com ativa participação de 54 consumidores que mantêm diferentes padrões de consumo alimentar em relação à ingestão de produtos de origem animal, foi possível identificar e compreender elementos que operam como barreiras e como facilitadores à ruptura de hábitos alimentares baseados em carnes e derivados de animais e à manutenção de novos hábitos alimentares à base de plantas Para tanto, utilizou-se entrevistas em profundidade e questionários abertos aplicados online; estratégias de coleta essas em que se pôde obter reconstruções narrativas de memórias, experiências cotidianas e crenças com a participação de consumidores categorizados como reducetarianos, vegetarianos e veganos; e também se obteve percepções, projeções e algumas experiências de consumidores que mantêm suas práticas alimentares conforme o padrão centrado em carnes. Em análises integradas desses diversos dados qualitativos, incluindo também, para ilustração, evidências midiáticas e dados de coleta de campo do contexto em estudo, pôde-se compreender como operam enquanto barreiras e facilitadores alguns elementos. Nessas análises, os comportamentos de consumo alimentar puderam ser compreendidos como práticas sociais inseridas em dinâmicas complexas, envolvendo não apenas aspectos individuais de nível cognitivo e biofísico, mas aspectos materiais e aspectos de ordem sociocultural — sobretudo da ordem de mercado. Intenciona-se contribuir teórica e metodológicamente para estudos sobre transformações nos padrões de consumo em favor de lógicas mais sustentáveis e gerar subsídios a organizações alinhadas a transformações veganas no mercado alimentar. / This master's thesis is composed, firstly, by an interdisciplinary and macromarketing analysis of the food market, focusing on the problems of the current configuration centered on meats and dairy products. Collecting several recent studies and reports of climate, environmental, economic, health, nutrition, anthropology and ethics areas, is presented problems due to the leading role of animal products in the greenhouse gas emissions, land use change, deforestation pressure, water use and pollution, biodiversity loss, threats to global food security, its inherent economic inefficiency, socio-economic inequalities, new communicable diseases, impacts on consumer health, high levels of human mortality and animal rights violations. From this macromarketing analysis, a vegan reconfiguration of the food market is proposed as an important alternative to alleviate, in an integrated way, this set of problems faced by contemporary society. In this sense, a socio-technical reconfiguration, to vegan food standards, is proposed as an alternative to sustainability, especially in relation to climate change, since this transformation is indicated as a relevant mitigation and adaptation strategy, concomitantly Several difficulties for such reconfiguration are supposed considering the constant reiteration of social practices through the habitus and other social and material devices operating for the maintenance of the current socioeconomic structure and order. Therefore, transformations in the food market are complex, given the power relations relative to the interests of the various actors directly and indirectly benefited economically, and the cultural and historical bases that sustain practices involved in food consumption. Thus, understanding the influences on consumer behavior, considering consumers as an agents embedded in social structures and dynamics, is essential — though not sufficient — to study a market transformation. Therefore, it is proposed a, somewhat broad, study with consumers to understand elements that operate by making difficult, and eventually facilitating, a vegan transformation of their food consumption practices. Through an empirical, exploratory and multi-method data collection, with active participation of 54 consumers that maintain different food consumption patterns in relation to the intake of products of animal origin, it was possible to identify and understand elements that act as barriers and as facilitators to the rupture of daily eating practices centered in animal products and the maintenance of new plant-based dietary consumption For that, long interviews and open questionnaires were applied online. These collection strategies allowed to obtain narrated reconstructions of memories, daily experiences and beliefs with the participation of consumers categorized as reducetarians, vegetarians and vegans; these strategies also allowed to obtain narrated perceptions, projections and some experiences related to plant-based food of consumers that maintain their food practices according to the meat-centered standard. In integrated analyzes of these various qualitative data, including media evidences and field collection data of the context under study, used for illustration, it was possible to understand how some elements operate as barriers and facilitators. In these analyzes, food consumption behavior could be understood as social practices inserted in complex dynamics, involving not only individual aspects of cognitive and biophysical level, but also socio-cultural and material aspects — especially related to the market. It is intended to contribute theoretically and methodologically to studies on changes in consumption patterns in favor of more sustainable logics and to generate subsidies to organizations aligned to vegan transformations in the food market.

Esta dissertação se compõe, primeiro, de uma análise interdisciplinar e de macromarketing sobre o mercado alimentar com enfoque nos problemas da atual configuração centrada em carnes e lácteos. Levantando diversos estudos recentes e relatórios de áreas climática, ambiental, econômica, da saúde, da nutrição, da antropologia e da ética, apresenta-se vantagens de uma reconfiguração na ordem do mercado alimentar devido ao protagonismo dos produtos de origem animal na emissão de gases de efeito estufa, mudança no uso da terra, pressão pelo desmatamento, uso e poluição da água, perda da biodiversidade, ameaça à segurança alimentar global, inerente ineficiência econômica, reforço às desigualdades socioeconômicas, proliferação de novas doenças transmissíveis, impactos à saúde do consumidor, sustentação de altos índices de mortalidade humana e violação dos direitos dos animais. A partir dessa análise de macromarketing, se propõe uma reconfiguração vegana do mercado alimentar como importante alternativa para aliviar, de modo integrado, esse conjunto de problemas enfretandos pela sociedade contemporânea. Nesse sentido, uma reconfiguração sociotécnica para favorecer padrões alimentares veganos mostra-se como alternativa à sustentabilidade, especialmente em relação às mudanças climáticas, dado que essa transformação é indicada como relevante estratégia de mitigação e de adaptação, concomitantemente Diversas dificuldades para tal reconfiguração estão alinhadas à constante reiteração das práticas sociais através do habitus e outros dispositivos para a manutenção da atual estrutura e ordem socioecônomica. Por isso, transformações no mercado alimentar são complexas, dadas as relações de poder, relativas aos interesses dos diversos atores direta e indiretamente beneficiados economicamente, e das bases culturais e históricas que sustentam práticas envolvidas nesse consumo. Assim, compreender as influências sobre o comportamento do consumidor, entendendo-o como um agente inserido em estruturas e dinâmicas sociais, é essencial — embora não suficiente — para estudar a transformação de um mercado. Por isso, propõe-se um estudo, de certa forma amplo, com consumidores para compreender elementos que operam dificultando, e eventualmente facilitando, a transformação vegana de suas práticas de consumo alimentar. Através de uma coleta empírita, exploratória e de multimétodo, com ativa participação de 54 consumidores que mantêm diferentes padrões de consumo alimentar em relação à ingestão de produtos de origem animal, foi possível identificar e compreender elementos que operam como barreiras e como facilitadores à ruptura de hábitos alimentares baseados em carnes e derivados de animais e à manutenção de novos hábitos alimentares à base de plantas Para tanto, utilizou-se entrevistas em profundidade e questionários abertos aplicados online; estratégias de coleta essas em que se pôde obter reconstruções narrativas de memórias, experiências cotidianas e crenças com a participação de consumidores categorizados como reducetarianos, vegetarianos e veganos; e também se obteve percepções, projeções e algumas experiências de consumidores que mantêm suas práticas alimentares conforme o padrão centrado em carnes. Em análises integradas desses diversos dados qualitativos, incluindo também, para ilustração, evidências midiáticas e dados de coleta de campo do contexto em estudo, pôde-se compreender como operam enquanto barreiras e facilitadores alguns elementos. Nessas análises, os comportamentos de consumo alimentar puderam ser compreendidos como práticas sociais inseridas em dinâmicas complexas, envolvendo não apenas aspectos individuais de nível cognitivo e biofísico, mas aspectos materiais e aspectos de ordem sociocultural — sobretudo da ordem de mercado. Intenciona-se contribuir teórica e metodológicamente para estudos sobre transformações nos padrões de consumo em favor de lógicas mais sustentáveis e gerar subsídios a organizações alinhadas a transformações veganas no mercado alimentar. / This master's thesis is composed, firstly, by an interdisciplinary and macromarketing analysis of the food market, focusing on the problems of the current configuration centered on meats and dairy products. Collecting several recent studies and reports of climate, environmental, economic, health, nutrition, anthropology and ethics areas, is presented problems due to the leading role of animal products in the greenhouse gas emissions, land use change, deforestation pressure, water use and pollution, biodiversity loss, threats to global food security, its inherent economic inefficiency, socio-economic inequalities, new communicable diseases, impacts on consumer health, high levels of human mortality and animal rights violations. From this macromarketing analysis, a vegan reconfiguration of the food market is proposed as an important alternative to alleviate, in an integrated way, this set of problems faced by contemporary society. In this sense, a socio-technical reconfiguration, to vegan food standards, is proposed as an alternative to sustainability, especially in relation to climate change, since this transformation is indicated as a relevant mitigation and adaptation strategy, concomitantly Several difficulties for such reconfiguration are supposed considering the constant reiteration of social practices through the habitus and other social and material devices operating for the maintenance of the current socioeconomic structure and order. Therefore, transformations in the food market are complex, given the power relations relative to the interests of the various actors directly and indirectly benefited economically, and the cultural and historical bases that sustain practices involved in food consumption. Thus, understanding the influences on consumer behavior, considering consumers as an agents embedded in social structures and dynamics, is essential — though not sufficient — to study a market transformation. Therefore, it is proposed a, somewhat broad, study with consumers to understand elements that operate by making difficult, and eventually facilitating, a vegan transformation of their food consumption practices. Through an empirical, exploratory and multi-method data collection, with active participation of 54 consumers that maintain different food consumption patterns in relation to the intake of products of animal origin, it was possible to identify and understand elements that act as barriers and as facilitators to the rupture of daily eating practices centered in animal products and the maintenance of new plant-based dietary consumption For that, long interviews and open questionnaires were applied online. These collection strategies allowed to obtain narrated reconstructions of memories, daily experiences and beliefs with the participation of consumers categorized as reducetarians, vegetarians and vegans; these strategies also allowed to obtain narrated perceptions, projections and some experiences related to plant-based food of consumers that maintain their food practices according to the meat-centered standard. In integrated analyzes of these various qualitative data, including media evidences and field collection data of the context under study, used for illustration, it was possible to understand how some elements operate as barriers and facilitators. In these analyzes, food consumption behavior could be understood as social practices inserted in complex dynamics, involving not only individual aspects of cognitive and biophysical level, but also socio-cultural and material aspects — especially related to the market. It is intended to contribute theoretically and methodologically to studies on changes in consumption patterns in favor of more sustainable logics and to generate subsidies to organizations aligned to vegan transformations in the food market.