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Project Topic
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This project aims at answering the following question: Under which conditions are European consumers and stakeholders in five national contexts (Austria, France, Ireland, Norway and Romania) ready to opt for diets that include alternative proteins (cell-based, plant-based and insect-based meat)? It thus ambitions to build knowledge to facilitate a transition towards the responsible production, provision and consumption of novel meat replacements in Europe. Our project innovates by considering consumer choices in context: social, cultural, regulatory, economic, psychological and ethical, religious or ideological grounds because of complex food practices in Europe. Our objective is to thereby map a range of levers that may facilitate a transition to producing, making, selling, cooking and eating healthy alternative proteins in Europe. This proposal includes exploratory research engaging end-users: consumers but also all stakeholders in the food system. It also aims at building more knowledge on narratives and discourses around meat-alternatives promoted by stakeholders in various national contexts (the food Industry, the agricultural sector, consumers’ associations, scientists, religious and ethical communities, the Media), on the domestic and EU regulatory governance, on labelling as well as on consumers’ attitudes towards novel foods (considering their current food regime, trust in institutions and innovations, beliefs and values, psychological and other determinants). By offering a comparison between national contexts, it will better inform national and European stakeholders, in particular policy-makers. The consortium’s strength results from a strong and pluridisciplinary collaboration between partners from the five national contexts with socio-professional actors sitting on an advisory board.
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