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.

Människans utsläpp av miljö och klimatpåverkande växthusgaser har ökat i snabb takt de senaste hundra åren. Fler varor produceras, konsumeras och transporteras över hela jorden för att uppfylla de krav människor har på sin levnadsstandard. Livsmedelsindustrins roll i utsläppen är betydande, speciellt köttproduktionen, som står för 18 procent av världens totala växthusgasutsläpp. Genom att minska den mängd kött som ingår i människors måltider och gå mot att äta mer växtbaserat, som inte innehåller köttprodukter, kan matens miljöpåverkan minska. Ett viktigt område är offentliga matserveringar, vad som serveras där har en inverkan på människors matvanor och deras syn på mat. Måltidskonsumenters köttrika matvanor och matserveringars begränsande utbud av växtbaserade måltider är några av de största hindren för att öka konsumtionen av växtbaserat kost och minska konsumtionen av animaliska produkter. Om matserveringar arbetar med att göra växtbaserat kost lockande och tillgänglig för konsumenter, kan deras påverkan på jordens klimat minska. / The human emission of greenhouse gases, which affect climate change, has increased rapidly over the past hundred years. More goods are produced, consumed and transported all over the world to meet the demands of people connected to their living standards. The food industry's role in emissions is significant, meat production accounts for about eighteen percent of the total global greenhouse gas emission. By reducing the amount of meat included in people's diet and meals and go toward eating more plant-based, its environmental impact reduces. An important area is public restaurants food servings, the food that are served there have an impact on people's eating habits and their attitudes toward food. The meat heavy eating habits of food consumers and the limiting access to plant-based meals are some of the main obstacles to the increase of plant-based foods and reducing consumption of animal products. If food services are working to make plant-based food attractive and accessible to consumers, their influence on the earth's climate reduces.

As of today, there is a challenge amongst the elderly to get the energy they need. Malnutrition is a fact for too many and protein is one of the most common deficiencies among macronutrients in this age group. Another group, also in the need of extra energy and protein, are those with a higher level of physical activity. Aventure AB in Lund, Sweden, has earlier developed an “in between meal beverage”, based on oats, with high energy and protein content called “Skaka & Smaka”. This beverage has with promising results been distributed to selected hospitals in Sweden as a pilot-trial. As an expansion of this product, Aventure wanted to create an oat-based, energy dense stirred yogurt. The aim of this study was to investigate the feasibility of addition of different protein sources to create an energy dense stirred yogurt with good texture and a balance of macronutrients. Four different types of protein sources were, separately or in combination, added to the original recipe of “Skaka & Smaka” (without added flavour), after which it was fermented and evaluated regarding sensory and physio-chemical properties. Three different fruit purée mixtures were added separately to the fermented oat-base in different proportions and evaluated by taste, color and flavour intensity. Salt concentration was adjusted and two final products were developed and evaluated through a sensory consumer test, at two different retirement homes in Hässleholm, Sweden. To measure the participants opinions a 9-point hedonic scale was used and attributes evaluated were first impression, color, taste, consistency, thickness, spoonability and total impression. All of the 11 individuals who participated were at the age of 75 and over, where of 2 were men and 9 were women. The proportions of added protein in the two final products were 10% casein and 90% whey. The two selected fruit purées, “skogen” and “havet”, were added in the concentration of 30%. The addition of salt was increased with 100%, resulting in a final concentration of 0.08 g per 100 grams. The sensory analysis revealed no statistical significance between any of the related attributes of the two yogurts. The attribute most important for general liking was taste, followed by texture and color.    Seven individuals (64%) said they could consume this kind of product a few times a week and all participants thought that there was a need for this kind of product. The two yogurts developed in this project, “skogen” and “havet”, and the concept behind them seem to have good potential for consumer liking, though further development of taste and texture is needed. / Som det ser ut idag så finns det en utmaning bland de äldre att få i sig den energi de behöver. Undernäring är ett faktum för allt för många och protein är en av de vanligaste bristerna bland makronäringsämnena inom denna åldersgrupp.    En annan grupp som också är i behov av extra energi och protein är de med en hög fysisk aktivitetsnivå. Aventure AB i Lund, Sverige, har tidigare utvecklat en mellanmåls dryck, baserad på havre, med ett högt energi- och proteininnehåll, kallad ”Skaka & Smaka”. Denna dryck har i ett pilot försök och med lovande resultat distribuerats till flertalet utvalda sjukhus i Sverige. Som en vidareutveckling av denna produkt ville Aventure skapa en havrebaserad, energität, rörd yoghurt. Syftet med denna studie var att undersöka geomförbarheten i tillsättning av olika proteinkällor för att skapa en energität, rörd yoghurt med bra konsistens och en balans av makronäringsämnen. Fyra olika typer av proteinkällor tillsattes, separat eller i kombination, till originalreceptet för ”Skaka & Smaka” (utan tillsatt smak), vartefter blandningen fermenterades och utvärderades utifrån sensoriska och fysio-kemikaliska egenskaper. Tre olika fruktpurée blandningar tillsattes separat till den fermenterade havrebasen i olika proportioner och utvärderades utifrån smak, färg och smakintensitet. Saltkoncentrationen justerades och två slutliga produkter utvecklades och utvärderades genom ett sensoriskt konsumenttest, vid två olika äldreboenden i Hässleholm, Sverige. För att mäta deltagarnas åsikter användes en 9-punkt hedonisk skala och de attribut som utvärderades var första intryck, färg, smak, konsistens, tjockhet, skedbarhet och totalt intryck. Alla de 11 individer som deltog var av ålder 75 och över, varav två var män och nio var kvinnor. Proportionerna av tillsatt protein i de två slutliga produkterna var 10% kasein och 90% vassle. De två valda fruktpuréerna, ”skogen” och ”havet”, tillsattes i en koncentration på 30%. Tillsatsen av salt ökades med 100%, vilket resulterade i en slutlig koncentration på 0.08g per 100 gram. Den sensoriska analysen visade inte på någon statistisk signifikant skillnad mellan de relaterade attributen för de två olika yoghurtarna. Attributen som var av störst vikt för generellt tycke var smak, följt av konsistens och färg. Sju individer (64%) sa att de kunde konsumera en produkt som denna ett par gånger i veckan och alla deltagande tyckte att det fanns ett behov av en produkt som denna. De två yoghurtarna som utvecklades i detta projekt, ”skogen” och ”havet”, och det bakomliggande konceptet tycks ha god potential bland konsumenter, men vidare utveckling av smak och konsistens är nödvändigt.

Plant-based food has recently been a frequently addressed topic for scientific research, mainly because of its benefits for the environmental sustainability, human health and animal welfare. Nonetheless, there is limited research on how people maintain a plant-based diet, as well as research gaps on the topic in relation to media and communication studies. The purpose of this research is to provide new empirical data on how social media can inspire and/or influence a person to maintain a plant-based lifestyle. Using a qualitative method of in-depth interviews, the aim is to understand how content on social media motivates people to make sustainable movements in their real life. In other words, the research will provide insights on how a lifestyle can be upheld with the help of social media. As a theoretical basis for the study, the following theories have been applied: The uses and gratification theory, cultivation analysis theory and social cognitive theory. The findings suggest that social media is a useful tool for a person that wants to maintain a plant-based diet. Facebook, YouTube and Instagram are preferred online platforms for seeking and sharing information about the lifestyle and the most interesting contents for upholding a plant-based diet are food pictures, personal blogs and vlogs, documentaries about the environment and animal welfare, as well as product news and different discussions in virtual groups. The result also shows that people are most likely to change a behaviour after seeing content on social media that makes them emotional, in a positive or negative way.

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Background: The agro-food sector faces several sustainability challenges and is in clear need of transitions to become more sustainable. A transition in food production, consumption and supply chains that demand fewer resources and fewer animal products is required to attain sustainability in the agro-food sector. This transition can be done by consuming more plant-based food and providing an alternate option to animal protein by substituting it with plant protein. Purpose: This study aims to understand the technological innovation system shaping around the value chain of Swedish legumes. To investigate the above aim, this research intends to address the following questions: RQ1: How is the innovation system built up, and how do the functions of the innovation system perform around the value chain of Swedish legumes? RQ2: What are the barriers connected to the innovation system that hinders the development of the value chain of Swedish legumes? Method: The methodology used was a qualitative case study with an abductive approach. The data was collected from 8 semi-structured interviews and a literature review of relevant articles. The empirical findings were then analysed using a framework based on Technology Innovation System (TIS). Implications: This research study describes the structural causes that form functional barriers in the innovation system that hinders the development of a value chain for Swedish legumes. The findings of this study provides an excellent opportunity for government agencies and policymakers to guide plans and actions through policies to provide incentives for farmers and research projects in favour of a sustainable transition towards more plant-based food. Also, our study contributes to an understanding of sustainability transitions in the Swedish agro-food sector by analysing how the TIS functions perform around the value chain of Swedish legumes.

Malmö vill enligt sitt eget miljöprogram vara “Sveriges klimatsmartaste stad”. Alla livsmedel som köps in av kommunen ska vara ekologiska, och klimatgasutsläppen från maten ha minskat med 40% före utgången av 2020. Det ekologiska målet ser ut att kunna nås, men klimatgasutsläppen har endast gått ner med 15% i skrivande stund. Staden driver nu en ny satsning för att klara målsättningen. Denna undersökning granskar det förfarande som Malmö stads miljöförvaltning tagit fram och sätter det i relation till forskning om klimatkommunikation och beteendeförändring. Det är vanligt att utvärderingar av utbildningar fokuserar på deltagarnas attityd till utbildningen, istället för de beteendeförändringar som utbildningen uppmanar till. Genom gruppintervjuer med utbildare och projektdeltagare, samt innehållsanalys av utbildningsmaterialet söker undersökningen svar på frågan: leder miljöförvaltningens utbildning till ett förändrat beteende hos utbildningens målgrupp? Även om vi utifrån respondenterna kan konstatera att få konkreta förändringar hittills har skett i verksamheterna, har vi kunnat identifiera hinder, förbättringsåtgärder och kartlägga hur deltagarna på olika sätt förhåller sig till utbildningarna och till målet. Vi konstaterar att metoden för hur satsningen ska bedrivas inte använder sig av ett teoretiskt ramverk eller är konsekvent förankrad i vetenskap. Vi konstaterar att kommunen har en stark position för att verkliggöra miljövänligt beteende hos sina anställda, men att kommunen underutnyttjar potentialen. Konsekvenser och möjligheter diskuteras. / Malmö, according to its own environmental program, wants to be "Sweden's most climate friendly city". All food purchased from the municipality should be organic and the greenhouse gas emissions should decreased by 40% by the end of 2020. The ecological target seems to be achievable, but climate emissions have only fallen by 15% at the time of writing. The city is now running a new venture to meet the goals. This study examines the procedure developed by Malmö City Environmental Management in relation to research on climate communication and behavioral change.It is common for evaluations of education to focus on the attitudes of the participants, rather than the behavioral changes that the education encourages. Through group interviews with educators and project participants, as well as content analysis of the educational material, the survey seeks to answer the question: Does the management of the environmental administration lead to a change in behavior in the education target group?Even though, according to the respondents, few changes have taken place so far, we have been able to identify obstacles, improvement measures and map how the participants relate to the education and the goal in different ways. We note thatthe method of conducting the venture does not use a theoretical framework or is consistently rooted in science. We note that the municipality has a strong position to realize environmentally friendly behavior among its employees, but that the municipality underuses the potential. Consequences and opportunities is discussed.

Coccidiosis in chicken causes great economic losses. Increasing resistance of Eimeria species to anticoccidials has forced the search for alternative methods of control. The present study evaluates the anticoccidial activity of some anti-Eimeria tenella antibody fragments expressed in pea plants. Both in vitro and in vivo infection assays including indirect immunofluorescence, in vivo evaluation of antibody neutralization and cell culture invasion-inhibition assays were used to study the inhibitory effect of these antibody fragments on E. tenella sporozoites. Seven of nine antibody fragments (Ab1, Ab4, Ab5, Ab6, Ab7, Ab8 and Ab9) showed binding to sporozoites of E. tenella in an indirect immunofluorescence test. Only two antibodies (Ab4 and Ab5) cross reacted with sporozoites of E. maxima, E. acervulina and E. brunetti. The localization of specific fluorescence differed between species. Ab binding with sporozoites was seen in the area of both anterior and posterior refractile bodies in case of E. tenella, E. brunetti, and E. maxima but was only observed in the posterior refractile body in case of E. acervulina. No antibody binding was observed on merozoites. The suitability of antibody fragments to alter the infectivity of E. tenella sporozoites to Madin Darby Bovine Kidney cells (MDBK) was examined in vitro and the invasion-inhibition rates were quantified by flow cytometry. To assess the inhibitory effect on parasite reproduction, the in vivo antibody neutralization assay was done by retrograde infection of chicken with sporozoites previously incubated with antibody fragments. In vitro invasion rates were reduced by incubation with antibody fragments by approximately 24 to 45 %, with Ab6 and Ab7 showing the most distinct effect. However, proliferation rates (PR) of the respective MDBK cultures were also clearly reduced by 15 to 26 %. PR of MDBK cells treated with 1:1000, 1:100, 1:10 and undiluted mixed antibody fragments were reduced by 1%, 10%, 16%, and 26% with a reduction of invasion rates by 0%, 9%, 15% and 18%, respectively. Immune sera reduced the invasion rates by 16% to 70% and increased PR of the host cells. It appeared that the preparations of the antibody fragments contained compounds cytotoxic to MDBK cells and thus invasion inhibition could not be unequivocally evaluated in vitro. However, after incubation with antibody fragments sporozoites displayed a reduced ability to reproduce after intracloacal application to chicken (especially Ab1, Ab3, Ab5 and Ab9). Other antibody fragments (Ab2, Ab4, Ab6, Ab7 and Ab8) were less capable to reduce sporozoite infectivity and reproduction. More investigations are still required to study the possible use of antibody fragments and their application to infected chicken exposed to coccidiosis.

Individual food choices have a considerable impact on public health and the environment. The incidence of nutrition-related diseases has been continuously increasing during the last decades. Diets higher in plant-based foods have shown to be healthier and more environmentally sustainable.Many urban social innovation projects based on citizen engagement and community building are able to influence food consumption habits. However, there is a large variety of projects, which target specific population groups and focus on different sustainability issues. To understand how social innovation projects located in Germany, and especially Berlin, use citizen engagement and community creation to encourage nutritious and sustainable food choices, the research team conducted a qualitative research study consisting of semi-structured interviews and participant observations. The results were compared and validated using different social change, social innovation, network and leadership theories. When people with various backgrounds come together over a shared purpose and interact with each other, they can influence each other’s opinions and behaviors. A physical community setting was shown to be efficient to create awareness about sustainable and nutritious food choices. In order to include all population groups, citizens need to feel heard and understood, and have to be directly engaged in the decision-making process. A need for a leadership figure or a democratic leadership group is highlighted, and a combination of ‘transformational leadership’ and ‘authentic leadership’ styles proved to be the most effective. Urban food social innovation projects tend to cooperate with each other, as well as with other leaders and organizations, influencing them and serving as role models. These findings can help social innovation projects that implement citizen engagement and community building practices to efficiently promote nutritious and plant-based food choices among an urban population. Since this study is based on a limited number of organizations in Berlin and other regions of Germany, further research in other urban and/or rural environments is needed.

The urgent action needed to achieve the goals within the Paris Agreement and restrict the increase of global warming to 1,5 degrees calls for adaptation across the whole of society. One way to reduce anthropogenic greenhouse gas emissions is to enable a transition towards a sustainable food system, from meat products to more plant-based products including the consumption of more legumes. Legumes have many positive effects, both for arable land in terms of nitrogen fixation, as well as for people’s health in terms of high bioavailability. However, many plant-based alternatives currently on the market are multi-processed, resulting in low bioavailability and a high use of non-natural additives. The aim of this study is to shed light on what enables and hinders the transition towards a sustainable food system based on a more plant-based diet of Swedish-grown crops, including legumes. Furthermore, the purpose is to explore opportunities and challenges within strategy documents that affect the transition toward more sustainable food production. Two Swedish companies, both selling products labeled From Sweden, were interviewed to increase the understanding of opportunities and challenges for them to thrive in the existing meat-dominated market. The Swedish Board of Agriculture was interviewed to increase the understanding of the policy environment. This was complemented by a content analysis of two policy documents, the Swedish Food Strategy and the EU Farm to Fork Strategy. The analysis of collected data showed that the development of legume-based, From Sweden products depends on both collaboration between actors in the value chain, and educating Swedish consumers. The findings also reveal that retailers play an important role when it comes to affecting the opportunities and challenges for a transition towards more plant-based diets. In light of this, the study concludes that education, retailers and collaboration are the most important factors at play when it comes to opportunities and challenges that enable or hinder the transition towards a more sustainable food system including more high-legume plant-based diets. Often, these factors can be seen as both opportunities and challenges. However, further research is needed to better understand how these factors fit into the wider policy environment, where more key authorities beyond the scope of this study are included.