How do we talk about food in a way that actually changes minds? This coming week, we explore the art and science of sustainable eating communication. The Center of Excellence in Food, Tourism & Leisure (CoEFTL) enters the fourth Living Labs iteration (I4) as part of the EU-funded Horizon Europe project LIKE-A-PRO, with an upcoming workshop on June 23rd.
Understanding LIKE-A-PRO Living Labs: A Consumer-Centric Research Framework
The LIKE-A-PRO Living Labs (LLs) are a research methodology that allows consumers, researchers, and industry stakeholders to collaborate, enabling researchers to examine real-world consumer interactions. The LIKE-A-PRO LLs are designed to understand European consumer behavior toward alternative protein sources across eleven participating countries, utilizing the Consumer Choice Framework. This framework is a comprehensive model that addresses multiple dimensions of dietary decision-making processes.
In Greece, CoEFTL, through the American College of Greece Research Center (ACG-RC), leads this transformative project.
Iteration 4: Beyond Choice – When Individual Decisions Meet Bigger Systems
The forthcoming I4 workshop represents a paradigm shift toward “beyond choice” interventions. While previous iterations looked at what happens in the moment of choice (e.g., the restaurant menu, the grocery shelf, the product placement), I4 takes a step back to examine what shapes those choices beyond immediate purchasing decisions. For this, the workshop will address broader societal and educational frameworks influencing consumer behavior by examining how sustained behavioral transformation occurs through strategic communication, cognitive bias awareness, and comprehensive food literacy initiatives. The session will be led by Professor Toula Perrea, whose moderating skills will guide participants in meaningful discussions and evaluations.
Research Objectives
The I4 workshop will will tackle three big questions in sustainable food system transformation:
How can we craft messages that actually work: Participants will engage with various messaging frameworks to determine how language, framing techniques, and narrative structures can effectively promote alternative protein adoption. This component examines the psychological mechanisms through which communication influences dietary preferences and why certain messaging resonates more than others.
What hidden biases shape our food choices: Food decisions are not entirely rational. The workshop will investigate how established psychological phenomena, such as social proof, emotional processing, and cognitive shortcuts, shape food-related decision-making. Researchers will explore practical applications of these insights to work with natural human behavioral tendencies, not against them.
When and how do we learn about food: From childhood through adulthood, we’re constantly absorbing messages about what’s “normal” or “good” to eat; this constitutes our food literacy. The workshop will map food literacy touch-points across demographic segments and life stages to understand when and how education about alternative proteins can be most effective.
Workshop Details and Participation Framework
What: LIKE-A-PRO Living Labs Iteration 4 Workshop – “Beyond Choice: Communication Strategies and Food Literacy for Alternative Protein Adoption”
Where: American College of Greece (ACG) campus
When: Monday, June 23rd, 2025
Following this initial workshop phase, I4 will continue with with real-world testing in retail environments, allowing us to see how our insights translate into actual shopping behaviors.
Building Upon Previous Research Foundations
Three LL iterations proceed the I4 workshop, each contributing unique insights to the broader understanding of consumer behavior toward alternative proteins.
Iteration 1 (April 2024) employed “choice editing” strategies through the “Meat or Dare!” campaign, examining how removing meat options from campus dining menus influence consumer selections. This foundational research offered insights into consumer attitudes and preferences regarding traditional versus alternative protein sources.
Iteration 2 (November 2024) expanded consumer horizons through “choice expansion” workshops. Taste evaluations of alternative protein products were conducted, from familiar options like edamame and soy milk to more adventurous choices involving crickets. Participants assessed both culinary qualities and retail packaging effectiveness, providing crucial insights for product development and marketing strategies.
Iteration 3 (April-May 2025) investigated “choice environment” impacts through controlled retail simulations and real-world supermarket interactions across four AB Vassilopoulos ARMONIA department locations. This iteration examined how environmental design, product placement, and labeling strategies influence purchasing decisions within authentic retail contexts.
Each phase has built on the last, creating a comprehensive picture of the Greek consumer journey with alternative proteins. Stay tuned, as with I4 we’re ready to explore how all of this connects to the broader cultural and communication ecosystem that shapes our relationship with food.
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For more information about the LIKE-A-PRO project, please visit the
