Directing ethical consumption through the development of ethical foodscapes

This chapter addresses the gap in current knowledge around the development of ethical foodscapes. It examines Forest Green Rovers Football Club as a novel example of an exclusively vegan gastronomic experience in a sporting setting that is traditionally associated with being a ‘food desert’. The research comprises a four-year period of study of FGR, employing participant observation, interviews and focus groups. It evidences the emergence of an ethic-dominant logic within both the organisation that created the foodscape, and the visitors who engage with it, to promote social and ecological wellbeing. Primarily this study evidences a new form of ethical hospitality experience that extends the current literature through the identification of foodscape ‘Experience 4.0’.