Lieke van den Boom is a PhD candidate at the department of Social, Health and Organizational Psychology at Utrecht University. Her research focuses on how to promote sustainable dietary choices and encourage engagement with sustainability transitions, specifically: the protein transition. She is interested in exploring how behavioral science can help understand and facilitate the transition

Project description:

The protein transition, the switch from a diet with mainly animal-based proteins to a diet with more plant-based proteins, can substantially contribute to the mitigation of climate change. The current project will explore ways to facilitate consumer engagement with the protein transition and promote the use of plant-based alternatives for meat and dairy. Climate change is an immense problem and caused by collective actions. It may therefore at times be difficult to imagine how daily choices by one individual matter. We will test whether an increased feeling of connectedness, the idea of working together towards a common goal, can contribute to the idea that individual behaviors matter and can encourage consumer engagement with the protein transition.