Why We Resist Sustainable Eating: Cognitive Biases, Social Norms & Practical Solutions with Dr Willemijn Vermeer and Bregje Luyten #54

Sep 18, 2024

Dr. Willemijn Vermeer, a senior researcher in behavior change and sustainability, and Bregje Luyten, an applied psychology student, explore the complexities of sustainable eating. They highlight how fear-based health campaigns can drive change when paired with practical advice. Their research focuses on MBO students, revealing how social norms and habit influence food choices. The discussion includes the impact of cultural cuisines on plant-based eating and the potential for reduced meat consumption, especially in urban areas. Tune in for valuable insights into transforming our eating habits!

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INSIGHT

Plant‑Based Framed As Practical Sustainability

The MBO study defined sustainability simply as eating more plant‑based foods, focusing on lunch where changes are easier.
Plant‑based was chosen for its lower greenhouse gases, water and land use versus meat.

INSIGHT

Health Means Different Things To Teens

Young students say health matters but equate health with short‑term muscle and appearance goals.
"Health" is a layered concept that differs between researchers and adolescents.

INSIGHT

Norms, Availability And Routines Rule Choices

Social norms and family routines heavily shape eating; students often claim immunity yet still conform.
Availability, price perception and routines make sustainable choices harder to perform.

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Dr. Willemijn Vermeer and Bregje Luyten dive into the fascinating world of consumer behavior, breaking down why making sustainable food choices is so difficult for most people. They reveal how fear-based health campaigns can be powerful tools, but only when paired with practical, easy-to-follow advice. You’ll hear about their research on promoting plant-based eating, especially among MBO students, and the challenges posed by social norms, price perceptions, and daily routines.

In this episode, Willemijn and Bregje discuss how key life changes, like starting a new study, offer unique opportunities for shifting eating habits toward more sustainable options. They also explain how cognitive biases, such as the desire to stick with familiar habits, often block behavior change. You’ll learn how cultural influences, like Asian cuisine, are helping to make plant-based eating more appealing and how meat consumption is gradually decreasing, particularly in urban environments.

You'll gain a deeper understanding of what really drives food choices, how social factors shape them, and actionable insights that can help you make more sustainable decisions in your own life. This conversation is packed with valuable takeaways that can shift your perspective and empower you to be part of the change toward healthier, more sustainable eating habits.

We discussed:

The Impact of Fear Appeals in Health Campaigns

Challenges in Promoting Sustainable and Healthy Food Choices
Exploring Plant-Based Eating as a Sustainable Option
The Influence of Perceived Price, Routines, and Social Norms
The Impact of Social Norms and Availability
Cognitive Biases That Hinder Behavior Change
Cultural Influences and the Inspiration for Plant-Based Eating
The Future of Sustainable Eating: Predictions and Trends

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