Away from Maladaptive Food Consumption and Toward Food Well-Being: A Sustainable Future of Food

This chapter seeks to explore how marketing factors, both in the development and marketing of food, influence consumer wellbeing.This research demonstrates that how humans consume food now can be maladaptive, and new solutions can help to promote the well-being of people and the world. To this point, we explore maladaptive consumption and the future of food, examining new consumption trends and phenomena. Specifically, this chapter focuses on studying the emerging trends in the marketplace related to (1) sustainability and alternative protein sources and (2) technology in food production and the supply chain. We identify the emerging trends in terms of implications for marketing theory and research, managers, and public policymakers, as well as their connections with the United Nations’ Sustainable Development Goals.