The role of participatory movements and organizations in plant-based food diffusion

Purpose The discourse concerning the incentives for protein transition also encompasses movements and organizations; thus, more attention should be given to the role played by initiatives promoted by associations and movements of consumers, producers and activists for achieving protein transition. This paper explores the role of participatory movements in reducing meat consumption to understand how they operate, how they are reshaping the problem of accessibility to protein alternatives and how their activities can be integrated into institutional policy frameworks. Design/methodology/approach After defining a sample, following the principles of theoretical sampling, we performed a web-based analysis to gather information about 31 organizations and movements and their initiatives. The research design follows the main principles of grounded theory. Findings The paper describes how initiatives operate and interact with people to improve awareness of protein transition and highlight future directions for policymakers. Originality/value The focus on the role of participatory initiatives in supporting protein transition and sustainable food choices is relatively new.