Seeking Consortium Partners for Investigating Culturally Influenced Values and Enabling Sustainable Behaviour

We aim to steer consumer behaviour towards sustainable food choices by investigating the values of citizens across Europe, focusing on cultural differences. Our project combines qualitative and quantitative research methods to uncover how values shape the acceptance of sustainable food innovations, such as plant-based proteins and cultivated meat.

We are looking for university partners with expertise in:

Cultural Studies and Consumer Behaviour: To collaborate on investigating value orientations and their impact on sustainable choices.
Qualitative and Quantitative Research: To jointly conduct surveys, interviews, and focus groups in diverse cultural contexts.
Digital Tools and AI: To explore innovative methods for promoting sustainable consumption through digital environments and AI-driven solutions.
Together, we aim to develop actionable design, communication, and policy guidelines that empower consumers and drive a systemic food transition across Europe.

Fontys University of Applied Sciences, Netherlands: Centre of Expertise for Sustainable and Circular Transitions
We are one of the largest universities in the Netherlands, known for practical, applied research and strong connections with industry. The Centre of Expertise focuses on interdisciplinary research in food transition and consumer behaviour. Collaborating with the research groups Moral Design Strategy, Circular Transition, and Business Innovation, it uses the Moral Data City Hunt methodology to evaluate societal values and support sustainable innovations.