PlantPro: Accelerating an efficient green consumer transition

WP3.1 Retail environments (led by CBS):

Two experimental lab and field intervention studies will measure the effects of choice architecture (placement, communication, product labels) in online and physical offline retail environments on attention and purchase of plant-based food products (e.g. meat substitutes, yoghurt), in part using eye tracking methodology. Tests will be done in Food Innovation House and in actual Rema1000 supermarkets.

WP3.2 Canteen context:

Effect of nudges (default, positioning, labelling, priming) on hedonic response and actual consumption will be quantitatively measured in a realistic canteen context experiment, first in a virtual reality setting (60n, 50% females) and then in an actual canteen (500n); This accounts for both sensory impressions and consumer segment characteristics. Able services will be used as example setting.

WP3.3 Meal design:

Effect of meal design on hedonic response, on sensory properties, on actual consumption and eating behaviour will be quantitatively assessed at KU-Future Consumer Lab combining serving quantities (in g) with video observations of experimental groups offered differently characterised plant-based meals (up to 100n), chosen based on a consumer survey in an actual catering context of Simple Feast services (500n) and in-App questions in Eachthing's App.

WP3.4 Hedonic response to sustainability information on meals:

Interplay of beliefs and knowledge of consumers recruited from specific segments of dietary patterns (as identified in part 1) on hedonic response or perception of food appropriateness will be quantitatively studied in realistic experimental test settings at the Future consumer lab (100n). This will test the effect of information about the environmental impact and animal-based versus plant-based origin, using products of the partners (PS and Na) as test products. Consumers are recruited from DVF members and compared to respondents from KU’s consumer panel.

WP3.5 Peer influence (led by AU):

Effect of peer influence via perceived norms on individual attitude and food choice will be estimated in a series of realistically designed consumer behaviour laboratory studies (2x100n) as well as in an actual food choice setting (the Simple Feast Food Truck, 100n, or at the partner retailer, 100n), including manipulation of perceived consumer segment affiliation.

WP3.6 Recommendations:

A catalogue and impact assessment of recommendations for societal transitions in consumer behaviour and market and policy recommendations are developed.