Dr. Willemijn Vermeer and Bregje Luyten dive into the fascinating world of consumer behavior, breaking down why making sustainable food choices is so difficult for most people. They reveal how fear-based health campaigns can be powerful tools, but only when paired with practical, easy-to-follow advice. You’ll hear about their research on promoting plant-based eating, especially among MBO students, and the challenges posed by social norms, price perceptions, and daily routines.

In this episode, Willemijn and Bregje discuss how key life changes, like starting a new study, offer unique opportunities for shifting eating habits toward more sustainable options. They also explain how cognitive biases, such as the desire to stick with familiar habits, often block behavior change. You’ll learn how cultural influences, like Asian cuisine, are helping to make plant-based eating more appealing and how meat consumption is gradually decreasing, particularly in urban environments.

You'll gain a deeper understanding of what really drives food choices, how social factors shape them, and actionable insights that can help you make more sustainable decisions in your own life. This conversation is packed with valuable takeaways that can shift your perspective and empower you to be part of the change toward healthier, more sustainable eating habits.

We discussed:

The Impact of Fear Appeals in Health Campaigns

Challenges in Promoting Sustainable and Healthy Food Choices
Exploring Plant-Based Eating as a Sustainable Option
The Influence of Perceived Price, Routines, and Social Norms
The Impact of Social Norms and Availability
Cognitive Biases That Hinder Behavior Change
Cultural Influences and the Inspiration for Plant-Based Eating
The Future of Sustainable Eating: Predictions and Trends

🙏 LEAVE A REVIEW

If you like our podcast please leave us a review on your favourite platform – even one sentence helps! Thank you for your support; it helps the show a lot and it helps others to discover the show!

👋 GET IN TOUCH WITH US

👥 ⁠⁠Linkedin⁠⁠

📸 ⁠⁠Instagram⁠⁠

🌎 ⁠⁠⁠Website⁠⁠

Connect with Dr. Willemijn and Bregje

Sponsor: ⁠The Future Of Protein Production⁠ (20% off use code 'TMMB20'):

Back to Basics: Wednesday, October 29th, 2025

The Toast

Meghan and Harry at Dodgers Game

The AI-powered Podcast Player