The project consists of four subprojects.

1. Motivations for the protein shift

Institution/Department: Utrecht University, Psychology

Lead researcher: Lieke van den Boom

Other team members: Ellen Moors, Denise de Ridder, and Floor Kroese

In the current project, we are looking at ways to engage consumers with the protein transition and encourage the reduction of meat and dairy consumption. Consumers may be motivated to choose more often for the sustainable option of plant-based proteins to help mitigate climate change. However, climate change is such an immense problem, that at times it may also be difficult to imagine how daily choices relate to this. We will examine how we still can motivate and empower consumers to go for the sustainable option.

To do this, we will explore a new approach focusing on collective responsibility and systems thinking. With this approach we aim to contribute to the perception that consumers’ choices matter and individuals can make a difference.

First, we will investigate the current understanding of the protein transition: What is driving this transition and who are important actors? And how do consumers perceive their own role? Subsequently, we explore ways to encourage engagement with this transition. With this project, we aim to develop and test interventions to facilitate the protein transition.

2. Meat and dairy analogues versus a new category

Institution/Department: Wageningen University and Research, Marketing and Consumer Behaviour Group

Lead researcher: Monique van der Meer

Other team members: Arnout Fischer

We research consumer responses towards the positioning of plant-based proteins. Transitioning to plant-based proteins is challenging for consumers, since meat and dairy are rooted in consumption practices. We study how consumers classify, evaluate, and choose plant-based proteins, thereby taking habits, dietary preferences, health beliefs, social norms and family composition into account.

We use categorization theory to shed light on how plant-based proteins are perceived by consumers. Specifically, we focus on three types of plant-based proteins currently marketed as food to consumers: analogues, non-analogues and hybrids. Analogues mimic animal-derived meat and dairy products (e.g. vegetarian burgers, soy drinks). Non-analogues do not mimic animal-derived meat and dairy products (e.g. tofu, nuts, legumes). Hybrids contain a blend of plant-based and animal-derived proteins (e.g. seaweed-beef burgers). Comprehending consumer categorizations of this wide range of alternatives replacing deeply-rooted products is crucial to effectively market plant-based proteins.

Our aim is to formulate effective positioning and naming strategies for the marketing of plant-based proteins. Thereby, we establish the best supermarket shelf position for plant-based proteins and to what extent “analogue naming” is a viable long-term strategy for the marketing of plant-based protein alternatives, to subsequently guide consumers in transitioning towards more plant-based diets.

3. The plant-based protein innovation system

Institution/Department: Copernicus Institute of Sustainable Development, Innovation Sciences
Lead researcher: Britney Bulah

Other team members: Marko Hekkert, Simona Negro, and Koen Beumer

Under the umbrella of ‘Accelerating the Transition to Plant-Based Proteins’ we look at ways to strengthen the innovation system around plant-based proteins in the Netherlands. An innovation system is a network of actors, institutions, and infrastructure surrounding a particular technology, which in this case is plant-based foods.

In order to stimulate the transition from animal-based diets to plant-based proteins, we focus on identifying the bottlenecks, barriers, and strengths of the innovation system surrounding plant-based proteins in the Netherlands. To do this, in our first project we look at how the innovation system around plant-based proteins is functioning in Wageningen. We focus on Wageningen because it is a world-renowned food-innovation hub in the Netherlands and is home to a number of prominent multinationals, researchers, networking organizations, NGOs, and research institutes working to accelerate the protein shift. We specifically look at how actors’ innovation activities are influenced and what this means for the overall protein transition. In our second project, we look at incumbent strategies of engagement with plant-based proteins. We thus answer the questions: how do incumbents in the PBP innovation system engage with the protein transition? What influences their engagement strategies? And what is the impact on the protein transition as a whole?

4. Designing the protein shift

Institute/Department: TU Delft, Faculty of Design Engineering
Lead researcher: Anna Louisa Peeters

Other team members: Paul Hekkert, Nynke Tromp

Rooted in the field of design engineering, my research explores how reframing can be applied to foster the Protein Transition. We define ‘framing’ as a selective view on reality, which helps people categorize and scope a (problematic) situation, in order to respond to it appropriately. ‘Reframing’ is the creative act of introducing a novel view on that same situation, to open up new pathways for solutions. Reframing is also commonly referred to as ‘thinking outside the box’.

Transitions are relatively new for designers to engage with. To foster these desired systemic shifts in society, we require the adjustment of traditional design approaches, including their core component of reframing. Through this PhD we seek to develop a new methodology within the discipline of ‘Transition Design’, so that designers can play an even more fruitful role in fostering societal transitions.

Our research approach is primarily be characterized by qualitative methods. We collect the majority of our data via ‘research through design’, by (co)creating design interventions and methods together, and testing them in the field. To support the findings, we complement these interventional activities with expert interviews and quantitative methods when appropriate.