'Accelerating the transition to plant-based proteins'

NWO funding for Future Food researchers

A strong consortium consisting of Marko Hekkert, Ellen Moors, Simona Negro (Geosciences), Denise de Ridder (Social Sciences), together with partners at Delft and Wageningen 木瓜福利影视, and multinational companies like Unilever and Danone, have been awarded a NWO grant to do research to understand and accelerate the transition towards environmental-friendly plant-based substitutes. 

The awarded project is funded under the .

While the market for plant-based dairy and meat alternatives is growing fast, the total market share is still very small. This research program will focus on four topics:

  • the motives of consumers to make a dietary shift and implications for reframing strategies
  • use categorization theory to shed light on how meat and dairy alternatives are perceived by consumers and what the consequences are for adoption
  • study the complete innovation system and analyze what elements of the system are driving and hampering the protein shift to take place
  • use a design perspective to examine the effects of various frames on strategies and system interventions employed to accelerate the transition