Consumers

Consumers

The work package ‘consumers’ (WP2) aims to map the consumer factors that determine the acceptance and behaviour across different consumer lifestyle groups, and the respective environmental impact of it.

Expected outcome of WP2:

  • Strategic insights about specific ‘green’ vs. ‘mainstream’ consumer segment differences in attitudes and behaviours re plant-based or upcycled food and its processing, which food producers can use to fine-tune targeted product formulations, packaging information, and service innovations, or – in case of interest organisations - social marketing.
  • Assessment of extent and type of consumer perception and behaviour change through a) eating plant-based or b) eating/’doing’ upcycling, and effect of plant-based diets on food waste amount and behaviours, which can serve to predict dietary behaviour patterns and preferences, specify the future market potential of upcycled food, and food waste reduction effects; Also, partners receive direct consumer feedback on their product characteristics. The public sector gains insight on diet quality index improvements and suggestions on nutritional guidelines and their communication.

For more information please contact: Meike, Katrine or Tobias