Fostering a significant Triple Change concerning culture, food value chain, and policy in the food system is crucial for ensuring that sustainable food is desirable and trustworthy for consumers. To address the urgent need for a more sustainable food system that benefits the environment, society, and the economy, CUES (Consumers’ Understanding of Eating Sustainably) sets to foster the Triple Change through co-designing scientific methods and approaches to transmit and present sustainability related information to guide consumer knowledge and behaviour, and to determine the persuasive cues to promote sustainable consumer behaviour most effectively.
Objectives
The objectives of CUES are:
- Co-design methods and approaches to guide and change consumer behaviour and determine the persuasive cues to promote sustainable consumer behaviour.
- Empower food value chain actors to make, distribute, and promote sustainable food options.
- Increase consumers’ understanding about food safety, labelling, and circular systems, as well as the impact of their own eating habits.
- Establish policy dialogues with multiple actors and set up an advisory board to inform food system governance.
Outputs
The outputs of CUES project will be:
- Pilot nine Intervention Cases (4 about Food Value Change and 5 about Cultural Change)
- Establish ongoing Policy Dialogues through a multi-actor participatory approach
- Organise a Learning Community with 50+ organisations built and kept alive after the duration of CUES
- Communication Toolkit for food value chain actors
- Behaviour Change Toolkit for consumers