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Consumers’ Understanding of Eating Sustainably

Project description

The CUES approach: a recipe for transforming food choices and systems

In a world navigating the complexities of a sustainable food future, the challenge is to transform culture, food value chains and policy. The need for a more sustainable food system calls for innovative solutions. Consumers seek both sustenance and confidence that their choices align with the environment, society and the economy. In this context, the EU-funded CUES project aims to develop methods and interventions to guide consumer behaviour and create persuasive cues, promoting a crucial change in the quest for a sustainable and trustworthy food system. This approach involves consumers, food value chain actors and policymakers with the aim of fostering a triple change among these stakeholders in the food ecosystem. CUES aspires to reach and affect all of these audiences.

Objective

Fostering a significant Triple Change concerning culture, food value chain, and policy in the food system is crucial for ensuring that sustainable food is desirable and trustworthy for consumers. To address the urgent need for a more sustainable food system that benefits the environment, society, and the economy, CUES (Consumers’ Understanding of Eating Sustainably) sets to foster the Triple Change through co-designing scientific methods and approaches to transmit and present sustainability related information to guide consumer knowledge and behaviour, and to determine the persuasive cues to promote sustainable consumer behaviour most effectively.

CUES will develop nine interventions and a series of policy dialogues through a multi-actor participatory approach. This innovative approach goes beyond the state-of-the-art by addressing the complex interplay of factors in the food system and actively involving consumers, food value chain actors, and policymakers. The learning community, communication and behaviour change toolkits developed by CUES aim to remove the bottlenecks in current practice with respect to informing, motivating and engaging consumers, and to reach at least three million consumers, increasing their consumption of sustainable food.

Keywords

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Programme(s)

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Topic(s)

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Funding Scheme

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HORIZON-RIA - HORIZON Research and Innovation Actions

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Call for proposal

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(opens in new window) HORIZON-CL6-2023-COMMUNITIES-01

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Coordinator

ERASMUS UNIVERSITEIT ROTTERDAM
Net EU contribution

Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.

€ 1 361 580,00
Address
BURGEMEESTER OUDLAAN 50
3062 PA Rotterdam
Netherlands

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Activity type
Higher or Secondary Education Establishments
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Total cost

The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.

€ 1 361 580,00

Participants (20)

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