Table 2

Themes and codes

ThemesExample of codes
Environmental knowledgeSustainability, sustainable, natural, local market, small producers, tote bag, reciclying, reusable, km 0 products, organic food, bulk goods …
Dietary choicesDiet, omnivorous, Mediterranean diet, flexitarian …
Health and well-beingHealthy food, home-made, exercise, sugar-free, ultraprocessed food, vegetables, fruits …
Good ethical actionsFair trade, avoiding meat products, responsible consumption …
Self-developmentDiscover, new, try …
Co-creation and innovationExperience, opinion, social media, theme restaurant, food truck, live music, special …
Social media influenceRecommendations, inspiration, evaluation, review …
PersonalisationPersonalise, adapt …
Human serviceService, waiter …
Local food and culture preservationTraditional, preserve, discover, local restaurants, local food, culture …
CommunityCommunity, local …

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