F (Femke) Janssen, MSc

Since March 2025, Femke has been working as a PhD candidate at Consumption and Healthy Lifestyles and Strategic Communication. In her project "Where there is change, there is resistance: Understanding the relationship between resistance to change and social norms in meat reduction over time," she investigates the resistance that often emerges in response to messages about reducing meat consumption. How is this resistance rooted in our socio-ecological environment? How does this resistance develop over time? And how can we effectively motivate people toward lower meat consumption? These are the questions Femke seeks to answer in her doctoral research.