Impossible solutions: Competing values in marketing alternative proteins for sustainable food systems

Business & Economics

• Food Systems 100%
• Marketing 77%
• Protein 74%
• Alternatives 39%
• Marketization 34%
• Animal Welfare 31%
• Nonmarket Values 18%
• Stunting 18%
• Justification 18%
• New Markets 10%
• Responsibility 8%
• Goods 7%

Earth & Environmental Sciences

• marketing 86%
• protein 60%
• food 56%
• animal welfare 34%
• convention 25%
• market 17%
• consumption 16%
• goods 12%
• responsibility 11%
• product 5%

Social Sciences

• marketing 67%
• food 57%
• animal 19%
• welfare 17%
• narrative 14%
• market 13%
• regime 8%
• responsibility 6%
• literature 4%