L'era verda: és l'alimentació sostenible el nou driver del consumidor del segle XXI?

Massagué Gómez, Judith

L'era verda: és l'alimentació sostenible el nou driver del consumidor del segle XXI?

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Massagué Gómez, J. L'era verda: és l'alimentació sostenible el nou driver del consumidor del segle XXI?. 2020. handle: http://hdl.handle.net/10230/52320

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Abstract

The project studies whether sustainable food is just a passing trend or the new driver of the consumer of the XXI century. Along the project are presented an analysis about five global and national trends on sustainable food, a comparison between the environmental cost and the economic cost generated by each type of consumer —omnivorous, flexitarian, vegetarian and vegan—, a qualitative analysis —through a focus group— to empathize with the consumer and discover his/her knowledge about the trends, and finally, a quantitative analysis to validate the insights extracted from the focus group and define the consumer profile of the XXI century.