Creating enabling environments for behavioural change

Our expertise

In short

Behavioural change wheel: a scientific framework for behavioural interventions
Transition thinking: matching interventions to different phases of the behavior change process
Systematic steps towards intervention: structured analysis of drivers, target groups and impact evaluation
• Interdisciplinary integration: combining behavioural sciences for system-wide solutions

Unsustainable and unhealthy behaviour is deeply ingrained in our society. This is particularly true of our food environment. Drawing on our expertise, we contribute to the redesign of environments so that healthy and sustainable becomes the most logical, attractive and accessible option for consumers, businesses and institutions.

Our expertise focuses on breaking cycles that are geared towards short-term rewards. One example of this is the availability of and preference for fatty, sweet and cheap food, whilst sustainable options receive less marketing attention. Our view is that behaviour is strongly influenced by context.

We apply scientific frameworks, such as the Behavioural Change Wheel. This helps us to develop precise interventions tailored to specific types of behaviour. We employ transition thinking, which helps us to choose a distinct approach for each phase of behavioural change. For instance, a first step might be to prominently feature plant-based options on a restaurant’s menu from now on. But sustainable change requires structural interventions, such as the redesign of entire product categories in supermarkets. We take systematic steps towards interventions: we analyse the drivers behind behaviour, identify target groups and evaluate the impact of interventions.

Examples from our research show that significant shifts in behaviour are possible. For instance, it can make a big difference if consumers adapt their standard recipes in the kitchen. Ambitious targets, such as 60% plant-based in the retail sector or a widespread introduction of hybrid products, also contribute to a healthier environment. Framing is crucial: sustainable and healthy choices should not feel like a sacrifice, but like an attractive option or the standard option. The social environment also plays a role: if healthy choices become the norm within social circles, this increases the likelihood of lasting behavioural change.

In addition to behavioural sciences, we draw on knowledge from other disciplines. For example, researchers at Wageningen Social & Economic Research (WSER) analyse the economic and systemic effects of changes in food systems. Thereby providing insights in most efficient strategies, spillover effects, or societal impact. Through our system-wide focus, we contribute to systems in which healthy and sustainable choices become the most obvious option.