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

Find the PlantPro final report

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 03.02.2025

Jessica Aschemann-Witzel