Accelerating the Transition to Plant-based Proteins
This interdisciplinary project aims to contribute to the acceleration of plant-based proteins using four different lenses: innovation system transitions, design studies, psychology, and consumer behaviour.
Meat and dairy products are responsible for several environmental, social, and health impacts, leading to recent calls for a shift towards plant-based protein production and consumption. Since the 2010s, several plant-based protein products have been introduced in global markets and witnessed rapid success. In this research, we aim to understand and accelerate this shift also known as the 'Protein Transition'.
We study the protein transition from four perspectives: first, we examine the motives of consumers to make dietary shifts and the implications for reframing strategies. Second, we recognize that replacing meat and dairy with plant-based alternatives may not be easy since meat and dairy are so deeply rooted in consumption practices. We use categorization theory to shed light on how consumers perceive meat and dairy alternatives and what the consequences are for adoption. Third, we zoom out and study the complete innovation system and analyze what elements of the system are driving and hampering the protein shift to take place. Fourth, we use a design perspective to examine the effects of various frames on strategies and system interventions employed to accelerate the transition.
The project is funded by NWO, with co-funding from Danone Nutricia, Freedomlab, Unilever and Voedingscentrum, and runs from 2020 to 2025.