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dc.contributor.authorGonera, Antje
dc.contributor.authorSvanes, Erik
dc.contributor.authorBugge, Annechen Bahr
dc.contributor.authorHatlebakk, Malin Myrseth
dc.contributor.authorPrexl, Katja-Maria
dc.contributor.authorUeland, Øydis
dc.coverage.spatialNorwayen_US
dc.date.accessioned2021-06-07T10:40:16Z
dc.date.available2021-06-07T10:40:16Z
dc.date.created2021-04-19T12:22:18Z
dc.date.issued2021-04-16
dc.identifier.issn2071-1050
dc.identifier.urihttps://hdl.handle.net/11250/2758154
dc.description.abstractUnsustainable food production and consumption contribute to greenhouse gas emissions and global warming. Adopting a more plant-based diet has been identified as a necessary change toward a more sustainable food system. In response to the call for transdisciplinary research on the sustainability of food consumption, this exploratory study combined consumer science, nutrition and health, sustainability research, and innovation to develop a new approach that can accelerate the shift toward a more sustainable diet. Quantitative data on the eating habits and attitudes of 1785 consumers was combined with data on environmental impacts via a life cycle assessment for different consumer segments. We studied the sustainable dietary shift using the diffusion of innovation theory, as well as qualitative and quantitative approaches. We identified and characterized seven consumer segments and related habits and attitudes toward an increase in plant-based foods and meat reduction. The nutritional quality and the environmental footprint of the segments’ dinners showed large differences. The results indicate that moving consumers along the innovation adoption curve with targeted interventions can reduce the environmental footprint of people’s diets and improve dietary health. We also discussed the value of user-centric innovation tools for the translation of insights into interventions by working with personas.en_US
dc.description.sponsorshipThis research was funded by the Norwegian Research Council through the project Food ProFuture (267858), and by the Norwegian Fund for Research Fees for Agricultural Products (FFL) through the projects InnoFood (262303), FoodSMaCK (262308), and FoodForFuture (314318).en_US
dc.language.isoengen_US
dc.publisherMDPIen_US
dc.relation.ispartofseriesSustainability;Volume 13 / Issue 8
dc.rightsNavngivelse 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/deed.no*
dc.subjectConsumer segmentsen_US
dc.subjectPersonasen_US
dc.subjectPlant-based fooden_US
dc.subjectInnovation adoptionsen_US
dc.subjectSustainable dietsen_US
dc.subjectNutritionen_US
dc.subjectEnvironmental footprintsen_US
dc.titleMoving Consumers along the Innovation Adoption Curve: A New Approach to Accelerate the Shift toward a More Sustainable Dieten_US
dc.typePeer revieweden_US
dc.typeJournal articleen_US
dc.description.versionpublishedVersionen_US
dc.rights.holder© 2021 by the authors.en_US
dc.source.articlenumber4477en_US
cristin.ispublishedtrue
cristin.fulltextoriginal
cristin.qualitycode1
dc.identifier.doihttps://doi.org/10.3390/su13084477
dc.identifier.cristin1905061
dc.source.journalSustainabilityen_US
dc.source.volume13en_US
dc.source.issue8en_US
dc.source.pagenumber21en_US
dc.relation.projectNofima AS: 201703en_US
dc.relation.projectNofima AS: 201702en_US
dc.relation.projectNofima AS: 202103en_US
dc.relation.projectNofima AS: 11946en_US
dc.relation.projectNorges forskningsråd: 262303en_US
dc.relation.projectNorges forskningsråd: 314318en_US
dc.relation.projectNorges forskningsråd: 262308en_US
dc.relation.projectNorges forskningsråd: 267858en_US


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