Evidence shows what consumers say and do does not always match in practice (intention-action gap). While living labs are a great approach to generate learnings and insights that come very close to real-life settings there is still a degree of hypothesis involved. To overcome this limitation and become really ambitious in the project results, we will conduct 4-four medium to large-scale behavioural intervention pilots within LIKE-A-PRO, where we will explore and observe consumers’ purchase patterns and interaction with food environments without disturbing their day-to-day routines.
The 4-four behavioural intervention pilots will take place in Greece, Norway, Spain, Belgium and at a pan-Europe level in different (food) environments where consumers make their day-to-day food choices or hold potential to influence those.
Similarly, to the Living Labs, the Consumer Choice Framework* will guide the design of the behavioural pilots also.
Choice editing: explore the modalities of green public procurement to support the promotion of alternative protein products at a university canteen. Pilot partner: The American College of Greece Research Centre.
Choice expansion: test the market performance and consumers’ perceptions and acceptance of the newly developed alternative protein products in real supermarkets. Pilot partner: Møreforsking AS.
Choice environment: re-shaping / re-designing food menus to better profile and feature dishes made on basis of alternative protein ingredients / products in two restaurants. Pilot partners: Basque Culinary Center Foundation and Foodlab Proef.
Beyond choice: experimenting with communication frames and language (human-centric, pro-environmental) for ensured effectiveness of sustainability and health messages and sensitising consumes to uptake of alternative protein products in one’s diets. Pilot partner: Green Food Lab BV.
The CSCP will act as the overarching behavioural pilot coordinator.
The behavioural intervention pilots will take place between May 2025 and March 2026 across the afore-mentioned pilot countries.