PlantPro

Accelerating an efficient green consumer transition

PlantPro contributes to accelerating an efficient green consumer behaviour transition towards more plant-rich diets and reduced food waste.

We aim to fill a knowledge gap on factors that drive consumer behaviour change towards more sustainable plant-rich diets and upcycled foods and greater acceptance of sustainable food technologies.

Reed more about the objectives

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About us

News

Publications

Funding

Benchmark survey

Consumer survey before and after – how do brands perform, and perception and behaviour change.

Communication

The project results in short and in videos – and the project in the media and in publications.

Implementation

Marketing and policy actions in to accelerate the green transition.

Industry

What are the key success factors of the plant-based industry and the major drivers of green societal transitions?

Consumers

Which consumer factors determine acceptance and behaviour across different consumer lifestyle groups? What is the environmental impact of plant-based diets and upcycled food?

Markets

What is the effect of nudging, information, peer influence, and motivation on behavioural change in public and private settings under real-life context in the market?

Revised 09.05.2023

Jessica Aschemann-Witzel