A protein transition from more animal-based to more plant-based proteins in human diets isessential for the health of the planet and its human population. This thesis focusses onentrepreneurship, one of the many angles of this transition. Through a discourse analysis differentmeanings are revealed displayed on the packaging of Swedish plant-based brands. This is doneon the backdrop of transition theory and specifically the multi-level perspective on transitions. TheSwedish context is described through the lens of this perspective using the three levels: niche,regima and landscape, and the processes societal embedding in four environments: user,business, policy and cultural environment. A discourse analysis of packaging reveals threegeneral discourses around plant-based foods, namely that plant-based foods are environmentallyfriendly, they are part of the everyday and for everyone and plant-based alternative are local and Swedish. Further analysis on how different brands view their role as entrepreneurs showed theysee themselves as innovators, facilitators and change-makers through the language used on theirpackaging.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-445346 |
| Date | January 2021 |
| Creators | Vandenbroeck, Emma |
| Publisher | Uppsala universitet, Institutionen för samhällsbyggnad och industriell teknik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | SAMINT-HDU ; 21 020 |
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