Institutional work as a key ingredient of food innovation success: The case of plant-based proteins

In this paper, we use the theory of institutional work to understand how plant-based meat substitutes emerge and successfully diffuse in the context of a dominant meat regime in the United States (US). We observe that institutional factors such as norms, habits, values, and beliefs play a more vital role than previously identified. Therefore, we utilize institutional work theory combined with insights from technological innovation systems to create a holistic understanding of this transition. We study the American plant-based protein industry from 1978 to 2019. We conduct a qualitative event-history analysis based on 2345 events from the Nexis Uni database. We observe that by strategically deploying institutional work strategies aimed at creating, maintaining, and disrupting institutions and innovation system-building strategies, innovation system actors created a favorable environment in which meat alternatives can flourish.