Understanding the Plant-Based Phenomenon: A Study of Consumers and Non-Consumers in Italy and Japan

In recent years, growing concerns about health, the environment, and animal welfare have led to an increase in the consumption of plant-based foods and their wider integration into diets worldwide. This thesis conducts a comparative analysis of the factors that promote or hinder awareness, consumption trends, and the diffusion of plant-based foods in Italy and Japan, two countries with different food cultures but similar economic and demographic characteristics, as well as a strong emphasis on food identity. As a theoretical framework, the ABC model (Attitude, Behaviour, Context) proposed by Guagnano, Stern, and Dietz (1995) is applied to examine the purchasing behaviour of Italian and Japanese consumers. This model suggests that consumers' attitudes and behaviours are shaped by their interaction with contextual factors, including social, cultural, and economic influences. To assess the current status of plant-based food consumption, this study combines a literature review with empirical research. A survey was conducted with 175 Italian and 128 Japanese respondents, complemented by six semi-structured interviews (three Italian and three Japanese participants) to gain deeper insights into consumer attitudes and preferences. The findings indicate that in Italy, the level of acceptance of plant-based foods is relatively high, in line with growing health awareness and interest in environmental and animal welfare issues. In Japan, on the other hand, low awareness and limited market availability were found to be the main factors preventing the spread of plant-based foods. However, a growing number of consumers in Japan are choosing plant-based foods with health as the main motivation, suggesting the potential for market expansion. In both cases, price, product variety, availability, and taste were identified as critical challenges. To foster greater acceptance, strategic measures such as improved awareness campaigns, clearer and more appealing labelling, strategic product placement, and the use of both online and offline platforms, including social media and physical stores, could be effective in promoting plant-based foods. The results of this study provide companies and policymakers with strategic suggestions for expanding the plant-based food market. The findings of this thesis also aim to contribute as a reference for future changes in food culture and market development.