While we are working on publishing our reports and scientific papers, please check our communication or go to our news page


  • 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.
  • 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.
  • 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.
  • 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.
  • 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
  • Aschemann-Witzel, J.; Schulze, M.. Transitions to plant-based diets: the role of societal tipping points. Current Opinion in Food Science, 101015, (2023).
  • Aschemann-Witzel, J., Janssen, M. (2022). The role of policy actions to accelerate food consumer behaviour change. Agricultural and Food Economics, 10(1), 22. 

Reports and short notes




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


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


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


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


PlantPro Challenge study – Summary of results 

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


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


Citizen agreement to policies and actions – Short note from PlantPro Benchmark survey October 2022