Introducing alternative proteins into European diets goes beyond offering new food options. True, lasting change depends on understanding why people make the choices they do—their attitudes, intentions, and the behavioural factors shaping everyday eating habits. Without this insight, even the most innovative protein sources may fail to reach their full potential.
Shifting our diets toward more sustainable protein sources is crucial not only for the environment but also for public health. However, adopting novel proteins can be challenging, as it often requires changing long-established habits and cultural preferences. Understanding how people perceive and accept these alternatives is therefore essential for developing effective strategies.
On September 24th, our colleagues Tiziana Marino and Lorena Affatato from Consiglio Nazionale delle Ricerche (CNR) presented PROTEIN
This work was funded by the European Union’s Horizon Europe programme as part of project PROTEIN4IMPACT (Grant Agreement No. 101182324). Views and opinions expressed are, however, those of the author(s) only and do not necessarily reflect those of the European Union or the European Research Executive Agency (REA). Neither the European Union nor the granting authority can be held responsible for them.
