Alternative Proteins: A Norm-Challenging Guerrilla Experiment in Festival Environment

Important results from the project

The purpose of the project was to conduct an experiment that would observe people´s behaviors and reactions in a real environment, in order to capture behavioral insights that are often missed in classic attitude surveys. During a three day experiment, 200 visitors took part in the experiment, the participants tasted two identical tacos. 75% believed that at least one taco contained meat. The result shows that it is not always so easy to tell the difference between animal and plant-based proteins.

Expected long term effects

13,475,070,000,000..That´s the number of meals we in Sweden eat every year. Every meal is a choice (sometimes more or less conscious) that affects not only our health, but also the planet. We believe that by conducting behavioral experiments in a real environment, we can create an increased awareness of our own preconceived notions and capture actual experiences of the food of the future, thus shifting the norm - from animals to sustainable and healthy alternative proteins.

Approach and implementation

Over three days in August, over 200 festival-goers took part in the experiment, where participants tasted two identical tacos and then answered questions on a questionnaire afterwards. Everything was documented in a film that was then shared on social media in October.

External links

Läs om experimentet och resultaten, och se en längre version av videon på Beteendelabbets hemsida!