Tipping the next customer on the shoulder? : A segmentation study and discussion of targeted marketing to further plant-rich dietary transition

The agricultural sector is responsible for a large share of natural resource use and climate impact. A sustainable food system transition requires amongst others that a majority of consumers begins to eat more plant based. However, so far, only a niche or minority of consumers eats primarily plant based. With a conceptual background in positive tipping points in sustainability transitions and social network theory, this paper uses a segmentation analysis of representative consumer survey data in Denmark to characterize segments that differ in psychographic drivers or barriers of meat reduction. From the eight segments found, three are already part of the niche, three emerge as opposed to plant-based, but two are potential next consumers. We discuss how to trigger behaviour change towards eating more plant-rich in ways that match the segments potential motivations and barriers and contribute to literature and work on sustainable food systems transitions.