In recent years, Denmark has experienced a rise in demand for plant-based products, which in turn has opened up new business opportunities for organizations. This project sought to understands the mechanisms driving this rise in order to find the market position of the plant-based industry in Copenhagen, where the rise was most significant. Through the application of Actor Network Theory, we examined the network in which the plant-based industry is immersed, looking to find the most influential actors within it, who possess the power to benefit or harm the industry in some way. We found that Denmark’s culture around meat & dairy, makes it challenging for the plant-based industry to increase its customer base. Moreover, the plant-based businesses have several restrictions put upon them, amongst which one that requires the industry to abstain from making any general claims on the health unless scientific evidence is provided. The customers must therefore, discover more information themselves about the health benefits of the plant-based products.
|Uddannelser||Basis - Samfundsvidenskabelig Bacheloruddannelse, (Bachelor uddannelse) Bachelor|
|Udgivelsesdato||19 dec. 2017|