The overarching aim of the research project is to inform efforts to shift away from the overreliance on animal-based proteins in European diets:

1) to investigate intention-behaviour gaps in the consumption of animal-based proteins and

2) to identify behavioural intervention strategies which can be employed to close these gaps.

Although many Europeans aim to reduce their consumption of animal-based proteins, these intentions have yet to translate into dietary shifts on a large-scale. The research project will examine the factors that help or hinder people from acting as they intend in relation to the consumption of animal-based proteins, and in doing so explore ‘different aspects of behavioural shifts towards sustainable diets’.

Dr Kate Laffan is a behavioural scientist who works at the intersection of psychology and economy on issues of relevance to environmental policy. She is currently a Marie Skłodowska-Curie Fellow at University College Dublin and an OECD Fellow.