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The transition to sustainable protein sources is a critical component of food system transformation in Europe. The EU-funded project LIKE-A-PRO (Grant Agreement No. 101083961) has established citizen innovation living labs (Hossain et al., 2019; Xhelili, 2024) across 11 countries to investigate consumer perceptions, preferences, and behavioral responses to alternative proteins. These real-world research environments also facilitate consumer engagement in co-creating governance mechanisms that help food decision-makers promote and adopt alternative protein products, providing empirical insights into barriers and drivers of dietary shifts.
Using the Consumer Choice Framework (Xhelili & Nicolau, 2021), the project explores four key dimensions influencing dietary decisions:
Choice Editing – Reducing access to less sustainable and unhealthy food options.
Choice Expansion – Increasing the availability, accessibility, and promotion of sustainable and healthy alternatives.
Choice Environment – Designing food environments that guide consumers toward alternative proteins.
Beyond Choice – Examining macro-influencers such as education, social norms, and communication strategies that impact consumer choices.
This study focuses on findings from Norway’s LIKE-A-PRO citizen innovation living labs, particularly on choice editing. While additional insights were collected for the other dimensions, they are not addressed in this study.
Findings and Implications
The results reveal varying consumer reactions to choice editing strategies. While some recognize that reducing unsustainable options can encourage healthier, more environmentally friendly diets, concerns about autonomy, product availability, and substitution effects persist. Three key themes emerge:
Acceptance & Positive Reinforcement – Consumers were more receptive to change when suitable, affordable, and tasty alternatives to conventional proteins were available. Social influence, targeted marketing, and media campaigns proved effective in shifting preferences.
Resistance & Consumer Autonomy – Many respondents expressed concerns over choice editing, fearing loss of autonomy, dissatisfaction with substitutes, and potential economic burdens.
Policy & Market Implications – A sustainable food transition requires balancing regulatory interventions with market-driven approaches. Consumers preferred gradual transitions, price incentives, and educational campaigns over abrupt measures such as product removal or significant price hikes on conventional proteins.
Conclusion
Findings from Norway’s citizen innovation living labs highlight the complexity of protein transition strategies. While interventions like subsidies, awareness campaigns, and improved product quality can facilitate change, restrictive, non-gradual measures risk significant resistance. A consumer-centered, stepwise approach prioritizing affordability, choice, and familiarity is essential for a just and inclusive protein transition. These insights contribute to broader discussions on effective policy design, behavioral interventions, and sustainable food system transformations across Europe.
Selected references
Hossain, M., Leminen, S., & Westerlund, M. (2019). A systematic review of living lab literature. Journal of Cleaner Production, 213, 976–988. https://doi.org/10.1016/j.jclepro.2018.12.257
Xhelili, A. (2024). LIKE-A-PRO’s food environment citizen innovation living labs: Governance framework. LIKE-A-PRO Project. https://doi.org/10.5281/zenodo.13772301
Xhelili, A., & Nicolau, M. (2021). From intention to action: Multi-stakeholder recommendations for making sustainable food consumption a reality. Zenodo. https://doi.org/10.5281/zenodo.5337036
