The Center of Excellence in Food, Tourism & Leisure (CoEFTL) of The American College of Greece Research Center (ACG-RC) announces the upcoming Point of Sale (PoS) interaction for the fourth iteration of our LIKE-A-PRO Living Labs initiative. Following the successful completion of our I4 workshop on June 23rd, we are preparing to extend our research into real-world food environments at the ACG campus canteen from September 15-19, 2025.
Understanding What Shapes Food Choices “Beyond Choice”
The fourth Living Labs iteration operates under the compelling concept of “Beyond Choice”, which involves examining the multifaceted influences that shape our food decisions extending far beyond the immediate moment of purchase. Our research objectives encompass three critical dimensions of sustainable food transformation:
Strategic Communication and Message Design: We investigate how communication framing, language choices, and message architecture can effectively promote sustainable consumption patterns, particularly regarding alternative proteins, through messaging that resonates across diverse demographic groups.
Cognitive Bias Influences: Our analysis explores how psychological factors (including social norms, emotional responses, and cognitive simplification processes) impact food behaviors, seeking to leverage these insights for positive dietary transformation.
Food Literacy and Educational Pathways: We examine key educational touchpoints across life stages, from early childhood through adulthood, investigating how comprehensive food literacy initiatives can support lasting dietary and cultural shifts toward sustainability.
I4 Workshop Insights: Cognitive Biases and Communication Effectiveness
Our June workshop revealed significant insights into the effectiveness of behavioral science principles in alternative protein communication campaigns. Twelve participants engaged with strategically designed campaign posters, each utilizing distinct cognitive biases as persuasive mechanisms, and shared their experiences with sustainable food education. The research highlighted notable distinctions among behavioral science approaches while revealing a concerning gap in formal food education within the Greek educational context. Participants articulated a comprehensive vision for transformative educational experiences that could bridge this knowledge deficit.
Upcoming I4 PoS: Campus Canteen Research Design
The upcoming PoS interaction will survey students, faculty, and staff at the ACG campus restaurant, Dipnosofistirion, focusing on two primary research dimensions:
- Campaign Perception Analysis: Participants will evaluate campaign-style taglines promoting alternative proteins, each designed around specific behavioral science principles, providing insights into message effectiveness within authentic food environments.
- Educational Experience Assessment: We will investigate participants’ experiences with food and sustainable diet education, exploring their perceptions of ideal food-education frameworks within academic settings.
What: LIKE-A-PRO Living Labs Iteration 4: Point of Sale interaction exploring food choice influences beyond immediate purchasing decisions
Where: The American College of Greece (ACG) campus canteen (Dipnosofistirion)
When: September 15-19, 2025
Understanding LIKE-A-PRO Living Labs: A Consumer-Centered Research Framework
The LIKE-A-PRO Living Labs represent a comprehensive consumer engagement initiative spanning 11 European countries, designed to understand food choice mechanisms and co-create governance structures that promote alternative protein adoption. Each Living Lab conducts four thematic iterations, examining distinct intervention approaches through the Consumer Choice Framework, a holistic model addressing various consumption pattern influences.
In Greece, CoEFTL, through The American College of Greece Research Center (ACG-RC), leads this transformative project.
Explore our Completed Research Iterations
Iteration 1: “Meat or Dare!” Campaign (April 2024) explored “choice editing” through strategic menu reduction, conducting five-day sustainable eating workshops at ACG with student and staff surveys alongside consumer focus groups examining attitudes toward traditional and alternative proteins.
Iteration 2: Alternative Protein Culinary Workshops (November 2024) investigated “choice expansion” through interactive tasting sessions where participants evaluated three-course meals featuring diverse alternative protein sources including edamame, pea sprouts, soy milk, chia seeds, and crickets, alongside packaging and branding assessments.
Iteration 3: Food Environment Design Research (April-May 2025) examined “choice environment” impacts through supermarket shelf mockups and restaurant menu simulations, followed by surveys across four AB Vassilopoulos ARMONIA departments, investigating how environmental design influences consumer behavior and purchasing patterns regarding alternative proteins.
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