Stimulating the demand of sustainable food

The goal of this project is to give LNV policy instruments which are relevant for stimulating the demand of sustainable food.

Central question is: Which instruments can LNV use to let consumers choose for sustainable food?


In this project the following stages can be found:

  1. Literature review
  2. Qualitative and quantitative consumer research
  3. Analyses and translation to potential intervention directions

    Go / no go
  4. Development of storyboards of the selected intervention
  5. Consumer test of intervention

The ministry of Agriculture wishes to play a role in stimulating consumers to ask for products in a marketsegment with quality demands in between regular and organic.


This research project gives insights in the potential effective methods to inspire consumers to buy sustainable products and more specific in buying products in the in between segment.