The EU-funded LIKE-A-PRO project—a venture committed to transforming Europe’s food landscape for sustainable eating—has entered its third Living Labs iteration (I3), with an upcoming workshop on April 10th kicking off the new iteration. The Center of Excellence in Food, Tourism & Leisure (CoEFTL) will host the specialized workshop at The American College of Greece (ACG) campus, exploring how food environments influence consumer decision-making processes, particularly regarding alternative protein choices.
What are LIKE-A-PRO Living Labs?
For those unacquainted, LIKE-A-PRO goes beyond a mere academic exercise by combining theory and practice through the implementation of Living Labs; dynamic testing grounds where consumers, researchers, and industry stakeholders collaborate in real-life settings. The Living Labs are implemented across 11 European countries. In Greece, CoEFTL, through the American College of Greece Research Center (ACG-RC), leads this transformative project. Previous iterations have successfully set the stage for transformative discussions and experiments:
- I1 – “Meat or Dare!” Campaign: Held from April 8–12, 2024, the inaugural Living Labs iteration involved an engaging five-day event at the ACG campus focused on sustainable eating habits. Researchers gathered valuable insights through surveys and interactive focus groups, emphasizing “choice editing” to promote eco-conscious dining.
- I2 – Alternative Protein Culinary Workshops: In this phase, participants were invited to experience “choice expansion” through hands-on culinary sessions. Sixteen participants sampled innovative courses prepared with ingredients such as edamame, pea sprouts, soy milk, chia seeds, and even insect proteins like crickets. These sessions also included packaging and branding evaluations, vital for shaping consumer-friendly products for the retail market.
I3 Workshop: Exploring the “Choice Environment”
In the forthcoming I3, the spotlight turns to the so-called “choice environment”—a framework examining how the design of food environments significantly impacts consumer behavior and purchasing patterns. The “choice environment” will be explored by engaging 12 participants in a meticulously designed simulation. Through the use of realistic supermarket shelf mock-ups and restaurant menu layouts, the participants will confront the subtle yet potent forces of product placement and environmental cues to assess their effectiveness in encouraging sustainable food choices. Moreover, the workshop will employ behavioral science techniques such as nudging, defaults, and priming to understand and potentially redirect consumer behavior. Special attention will also be given to how food labels are perceived, aiming to identify the most effective approaches for communicating the benefits of alternative proteins. The session will be led by Professor Toula Perrea, whose moderating skills will guide participants in meaningful discussions and evaluations.
Workshop Details
What: LIKE-A-PRO Living Labs Third Iteration Workshop on Choice Environments
Where: ACG Campus
When: April 10, 2025
Following this workshop, the third Living Labs iteration will later continue with an interactive session at the point of sale to further explore consumer behavior in real market settings.
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