• protein plant-based NaturaSì behaviour marketing

In recent decades, the global food system has undergone a profound transformation, driven by increasing concerns about environmental sustainability, animal welfare, and public health. This thesis explores the evolution of protein consumption, with a specific focus on the shift from animal-based to plant-based sources, adopting a multidisciplinary perspective that integrates theoretical frameworks, market trends, consumer behavior, and marketing strategies. The first part of the work traces the historical and cultural dynamics shaping Western dietary paradigms, followed by an in-depth analysis of recent innovations in plant-based and cultivated meat products, highlighting both their potential and limitations. The research then examines key consumer segments in Italy and Europe, as well as the motivations and barriers influencing plant-based purchasing decisions, through a systematic literature review based on the PRISMA method. In the second part, an empirical case study of NaturaSì — Italy's leading organic food retail chain — is presented, focusing on the evolution of its retail network and a financial analysis of both balance sheets (2014–2023). By combining theoretical and empirical approaches, this thesis illustrates how the protein transition should be understood not only as a matter of consumer preference but also as a systemic process involving businesses, public policies, and broader food culture.