Publications

PlantPro Project (2025). Saving the world, one plate at a time? - Accelerating a green consumer behaviour transition in the food market. Final report of the PlantPro project funded by Innovation Fund Denmark 2021-2024:

Publications:

Wurzer-Mulders, Maartje D.G.H.; Tulloch, Michelle K.; Aschemann-Witzel, Jessica (2026). Awareness without action? Consumer perceptions and more plant-based eating trends over time (2021, 2022, 2024) in Denmark. Food Quality and Preference, 10591. 10.1016/j.foodqual.2026.105919
Tulloch, Michelle; Wurzer-Mulders, Maartje D.G.H.; Grønhøj, Alice; Aschemann-Witzel, Jessica (2026). What you see is what you get? Drivers, barriers and changes in plant-based eating according to one´s own perception of fictional others. Journal of Environmental Psychology, 114, 103159. 10.1016/j.jenvp.2026.103159
Stancu, C. M.; Aschemann-Witzel, J.; Grønhøj, A.; Mulders, M., D.G.H. (2025). Challenge your customer: How businesses may trigger change in perceived barriers, capability, and consumption. Appetite. 206, 107829. https://doi.org/10.1016/j.appet.2024.107829
Plechatá, A., Hielkema, M. H., Merkl, L.-M., Makransky, G., & Frøst, M. B. (2024). Shifting from Information- to Experience-Based Climate Change Communication Increases Pro-Environmental Behavior Via Efficacy Beliefs. Environmental Communication, 1–21. https://doi.org/10.1080/17524032.2024.2334727
Schulze, M., Janssen, M., & Aschemann-Witzel, J. (2024). How to move the transition to sustainable food consumption towards a societal tipping point. Technological Forecasting and Social Change, 203, 123329. https://doi.org/10.1016/j.techfore.2024.123329
Schulze, M., & Janssen, M. (2024). Self-determined or non-self-determined? Exploring consumer motivation for sustainable food choices. Sustainable Production and Consumption, 45, 57-66. https://doi.org/10.1016/j.spc.2023.12.028
Aschemann-Witzel, J., Mulders, M.D.G.H., Janssen, M., & Perez-Cueto, F. J. (2023). Tipping the next customer on the shoulder? A segmentation study and discussion of targeted marketing to further plant-rich dietary transition. Cleaner and Responsible Consumption, 11, 100154. https://doi.org/10.1016/j.clrc.2023.100154
Aschemann-Witzel, J.; Mulders, M. D.G.H.; Lykke Tranholm Mouritzen, S. (2023). Outside-in and bottom-up: Using sustainability transitions to understand the development phases of mainstreaming plant-based in the food sector in a meat and dairy focused economy. Technological Forecasting & Social Change, 197, 122906 https://doi.org/10.1016/j.techfore.2023.122906
Aschemann-Witzel, J.; Schulze, M.. Transitions to plant-based diets: the role of societal tipping points. Current Opinion in Food Science, 101015, (2023). https://doi.org/10.1016/j.cofs.2023.101015
Aschemann-Witzel, J., Janssen, M. (2022). The role of policy actions to accelerate food consumer behaviour change. Agricultural and Food Economics, 10(1), 22. https://doi.org/10.1186/s40100-022-00230-x

Reports and short notes

Topic	Description		Link
Key success factors of plant-based industry in Denmark	Insights from 25 interviews with food companies and experts internal drivers and external triggers characteristics of the stages of development of the plant-based market sector in Denmark	WP1.1	Catalogue document of analysed and mapped drivers, triggers and key success factors in the food industry
Triggers of societal tipping points	Results from seven case studies on sustainable food consumption	WP1.2	Triggers of societal tipping points
Meat reduction in Denmark	Data from a representative sample of Danish consumers on Meat consumption and reduction Different pathways to meat reduction	WP2.1	Different pathways to meat reduction
PlantPro Challenge study	Household observation study Understand consumer behaviour and product perception under real-life conditions More than 100 households used and tested plant-based products over 4 weeks in 2022	WP2.2	PlantPro Challenge study – Summary of results
PlantPro Supermarket studies in Rema 1000 and Nemlig.com	Supermarket field study Testing increase of legume sales based on in-store placement and bundling Testing increase plant-based protein product sales through placements interventions in online store	WP3.1	Encouraging legume consumption - Results of a Nudging Experiment in Rema1000 stores Nudging in supermarkets - Measures for increasing purchases of plant-based protein foods
Repeated PlantPro benchmark study	Representative survey of Danish consumers, repeated during project period (thus benchmarking before and after) consumer perceptions and behaviour related to plant-based foods and upcycled foods	WP5	Benchmark survey answers May 2021 and October 2022
Citizen agreement to policies and actions	Short note from PlantPro Benchmark survey October 2022 on views on selected policies and actions	WP5	Citizen agreement to policies and actions – Short note from PlantPro Benchmark survey October 2022

Revised 09.09.2026

Merete Elmann