How to make consumers choose plant based food in the store - An economic experiment

Purpose and goal

The purpose of the project is to map out how various political instruments and other measures can be applied to encourage consumers to increasingly choose plant-based foods in stores. The goal of the project is to provide a better understanding, especially for policymakers and food producers, of how different political instruments and other measures influence consumers’ decisions to choose between animal-based and plant-based foods.

Expected effects and result

The project is expected to provide a better understanding of what is required to encourage consumers to choose and consume more plant-based and less animal-based foods. The results can therefore change consumers’ purchasing patterns towards more sustainable food purchases. Consequently, the project is expected to contribute to sustainable societal development where the intake of animal products decreases in favor of plant-based ones, as the results will guide policymakers and the food industry.

Planned approach and implementation

The project consists of three parts. The first part involves a literature review to map the extent to which various political instruments influence consumer behavior. The second part involves conducting a comprehensive economic experiment to test how different measures affect consumers’ decision-making processes in choosing protein sources. In the final part, the results of the project are packaged and communicated to policymakers and food producers.