Why We Resist Sustainable Eating: Cognitive Biases, Social Norms & Practical Solutions with Dr Willemijn Vermeer and Bregje Luyten #54

Dr. Willemijn Vermeer and Bregje Luyten dive into the fascinating world of consumer behavior, breaking down why making sustainable food choices is so difficult for most people. They reveal how fear-based health campaigns can be powerful tools, but only when paired with practical, easy-to-follow advice. You’ll hear about their research on promoting plant-based eating, especially among MBO students, and the challenges posed by social norms, price perceptions, and daily routines. In this episode, Willemijn and Bregje discuss how key life changes, like starting a new study, offer unique opportunities for shifting eating habits toward more sustainable options. They also explain how cognitive biases, such as the desire to stick with familiar habits, often block behavior change. You’ll learn how cultural influences, like Asian cuisine, are helping to make plant-based eating more appealing and how meat consumption is gradually decreasing, particularly in urban environments. You'll gain a deeper understanding of what really drives food choices, how social factors shape them, and actionable insights that can help you make more sustainable decisions in your own life. This conversation is packed with valuable takeaways that can shift your perspective and empower you to be part of the change toward healthier, more sustainable eating habits. We discussed: The Impact of Fear Appeals in Health Campaigns Challenges in Promoting Sustainable and Healthy Food Choices Exploring Plant-Based Eating as a Sustainable Option The Influence of Perceived Price, Routines, and Social Norms The Impact of Social Norms and Availability Cognitive Biases That Hinder Behavior Change Cultural Influences and the Inspiration for Plant-Based Eating The Future of Sustainable Eating: Predictions and Trends 🙏 LEAVE A REVIEW  If you like our podcast please leave us a review on your favourite platform – even one sentence helps! Thank you for your support; it helps the show a lot and it helps others to discover the show!  👋 GET IN TOUCH WITH US 👥 ⁠⁠Linkedin⁠⁠ 📸 ⁠⁠Instagram⁠⁠ 🌎 ⁠⁠⁠Website⁠⁠ Connect with Dr. Willemijn and Bregje Sponsor: ⁠The Future Of Protein Production⁠ (20% off use code 'TMMB20'):