D2.4_Report on consumer behaviour change

Summary in the original language of the document

This deliverable delves into the role of consumers in transforming food systems for sustainability using the leverage points framework. This framework envisions altering fundamental goals to drive change, with consumers crucial for alignment with innovative practices. The study employs the Theory of Planned Behavior (TPB) to assess cognitive factors affecting behaviors, such as attitudes and perceived control. It extends this through the leverage points framework, suggesting pioneer consumers supporting innovation hold beliefs aligned with it.