Thesis subject

MSc thesis: Understanding conflicting perspectives and emotions around meat reduction among chefs

Do you also wonder why more people call themselves flexitarians and meat-reducers, but at the same time meat consumption has been increasing for the past two years? Scholars expect the related intention-behaviour gap is due to consumers eating more outdoors. Restaurants are an important shackle in the food chain to accelerate the protein transition; they play an exemplary role in food trends. Therefore, it is important restaurants are involved in this transition.

Are you interested in studying the role of restaurants in the transition to meat-reduced diets? Would you like to use a qualitative research method derived from Cultural Heritage Studies and new to the field of food studies, called Emotion Networking? This thesis aims to study chefs with conflicting perspectives and emotions about including more plant-based products in their menu, and how these perspectives and emotions change and evolve during a structured focus group session.

Are you interested in this topic? Please contact Yolie Michielsen (