Supervisors: Alice Grønhøj & Jessica Aschemann-Witzel
Discussants: Anne Peschel & Ann-Kristina Løkke Møller

Abstract
Why do we sometimes eat things we never thought we would? This PhD project explores how social norms (our perceptions of what others do and expect us to do) influence food choice. Using edible insects as a thought-provoking case, and drawing on Bicchieri’s theory of social norms, the project examines how empirical and normative expectations can shape willingness to eat unconventional foods. The research combines qualitative and experimental approaches. Preliminary insights from prior survey data indicate that product familiarity is positively associated with favorable attitudes toward insect-based products. Building on these findings, the project will include focus groups and controlled social experiments to investigate how social influence, particularly from small local majorities, can affect food choice. By integrating theoretical and empirical perspectives, the study aims to contribute to understanding how collective expectations and perceived social pressure interact with individual preferences, with implications for promoting sustainable dietary change.

Everyone is welcome!