Healthy and sustainable consumption
Wageningen University & Research helps governments, businesses and NGOs design and evaluate effective strategies for healthier and more sustainable food choices. Using global consumer data and behavioural science, we support impactful interventions that contribute to a food system that benefits both people and the planet.
Understanding why people make certain food choices is key to creating healthier and more sustainable food systems. At Wageningen University & Research, we develop and apply science-based strategies that promote both health and environmental goals. Our work is grounded in global consumer data and behavioural insights, enabling us to map dietary patterns and purchasing habits across diverse populations and contexts.
We follow a continuous cycle: monitoring food behaviour, identifying key drivers, designing tailored interventions, and testing and scaling them in real-world settings. Each step builds on evidence and feeds into the next, ensuring long-term impact.
By working closely with public and private partners, we help shape food environments that make healthy and sustainable choices the easy and attractive option.
Discover our expertise
Expertises
Monitoring consumer behaviour
Understanding consumer behaviour is essential to promoting healthier and more sustainable choices. Wageningen University & Research conducts research on consumption patterns: what people consume, why, when, and where. We study how behaviour and motivation evolve over time and what factors shape this development.
Accelerating the protein transition
The Dutch government has set a target to achieve a 50:50 ratio of animal to plant-based protein consumption by 2030. This shift aims to enhance public health, sustainability, and animal welfare. Wageningen University & Research is identifying key steps to accelerate this transition by examining consumer behaviour, incentives, and the institutional and regulatory landscape.
Designing and testing intervention strategies
Wageningen University & Research develops behavioural interventions that align with consumers’ underlying motivations. Using cutting-edge behavioural science, we test these interventions in both controlled environments and real-world settings. This reveals what truly works in practice, providing solid evidence for policymakers and practitioners.
Food education
Food education for children and young people aged 0 to 24 strengthens food literacy and encourages healthy and sustainable food choices with lasting impact. Through our research, partnerships and advisory work, we educate young people and support organisations in promoting healthy and sustainable eating habits.
Monitoring consumer behaviour
Understanding consumer behaviour is essential to promoting healthier and more sustainable choices. Wageningen University & Research conducts research on consumption patterns: what people consume, why, when, and where. We study how behaviour and motivation evolve over time and what factors shape this development.
Accelerating the protein transition
The Dutch government has set a target to achieve a 50:50 ratio of animal to plant-based protein consumption by 2030. This shift aims to enhance public health, sustainability, and animal welfare. Wageningen University & Research is identifying key steps to accelerate this transition by examining consumer behaviour, incentives, and the institutional and regulatory landscape.
Designing and testing intervention strategies
Wageningen University & Research develops behavioural interventions that align with consumers’ underlying motivations. Using cutting-edge behavioural science, we test these interventions in both controlled environments and real-world settings. This reveals what truly works in practice, providing solid evidence for policymakers and practitioners.
Food education
Food education for children and young people aged 0 to 24 strengthens food literacy and encourages healthy and sustainable food choices with lasting impact. Through our research, partnerships and advisory work, we educate young people and support organisations in promoting healthy and sustainable eating habits.
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Why partner with WUR
What we offer
- Tailor-made interventions
- Proven track record in public-private partnerships
- Long-term consumer behaviour monitors
- Insightful dashboards and user-friendly interfaces
- Strong local, national and international networks
Get in touch
Do you have a question about healthy and sustainable consumption or opportunities to work with us? Please get in touch.
prof.dr. MC (Marleen) Onwezen
Sr. Researcher in consumer behaviour / Special Professor
Our focus areas
Policy, governance and decision-making support
We support policymakers with science-based insights for effective, inclusive and future-proof agri-food and environmental policies. Using advanced data analytics, sector expertise and scenario modelling, we help assess trade-offs, forecast impacts, and guide strategic decisions in complex food and climate systems.
Societal transformations
Wageningen University & Research supports transformative change across food systems. We help governments, businesses and civil society actors identify entry points to shift consumer behaviour, production practices and institutional systems, ensuring transformations that are sustainable, inclusive and scalable.
Resilient production systems
We equip farmers, fishers and agri-food actors with science-based insights and practical tools to achieve sustainable livelihoods, efficient production and informed decision-making. Our expertise helps build a resilient, fair and future-proof food system.
Transparent value chains
Transparency in value chains is essential for building fair and sustainable food systems. Wageningen University & Research supports businesses and policymakers by measuring and reducing environmental, social and economic impacts, enabling evidence-based decisions that contribute to a resilient and future-proof food system.
Healthy and sustainable consumption
Wageningen University & Research helps governments, businesses and NGOs design and evaluate effective strategies for healthier and more sustainable food choices. Using global consumer data and behavioural science, we support impactful interventions that contribute to a food system that benefits both people and the planet.
Nature-positive and climate-proof economies
Wageningen University & Research supports the transition to nature-positive and climate-resilient economies. We help governments, businesses and civil society actors strengthen biodiversity, reduce climate risks, and build circular, resilient systems that benefit people, planet and prosperity.
Policy, governance and decision-making support
We support policymakers with science-based insights for effective, inclusive and future-proof agri-food and environmental policies. Using advanced data analytics, sector expertise and scenario modelling, we help assess trade-offs, forecast impacts, and guide strategic decisions in complex food and climate systems.
Societal transformations
Wageningen University & Research supports transformative change across food systems. We help governments, businesses and civil society actors identify entry points to shift consumer behaviour, production practices and institutional systems, ensuring transformations that are sustainable, inclusive and scalable.
Resilient production systems
We equip farmers, fishers and agri-food actors with science-based insights and practical tools to achieve sustainable livelihoods, efficient production and informed decision-making. Our expertise helps build a resilient, fair and future-proof food system.
Transparent value chains
Transparency in value chains is essential for building fair and sustainable food systems. Wageningen University & Research supports businesses and policymakers by measuring and reducing environmental, social and economic impacts, enabling evidence-based decisions that contribute to a resilient and future-proof food system.
Healthy and sustainable consumption
Wageningen University & Research helps governments, businesses and NGOs design and evaluate effective strategies for healthier and more sustainable food choices. Using global consumer data and behavioural science, we support impactful interventions that contribute to a food system that benefits both people and the planet.
Nature-positive and climate-proof economies
Wageningen University & Research supports the transition to nature-positive and climate-resilient economies. We help governments, businesses and civil society actors strengthen biodiversity, reduce climate risks, and build circular, resilient systems that benefit people, planet and prosperity.
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