PlantTip - Modelling societal transitions and tipping points for the green transition of food consumption

Problem to be tackled:
- Large-scale and accelerated dietary change could crucially contribute to GHG emission reduction and
thus to the green transition of food consumption in Denmark. However, the current rate of change
towards more plant-rich and sustainable diets is far too slow and restricted to niches.
Challenge to be addressed:
- ‘Societal tipping points’ must be reached to accelerate the needed changes, but we lack knowledge
on how to predict and foster large scale change to efficiently support food system stakeholders.
- Current approaches overemphasise solutions that change food, but not the food-eaters. We argue that
a complex societal change is necessary, which this project initiates, by identifying actionable insights
about instruments, innovations and social dynamics that can trigger societal tipping points.
Project aim:
- Experiment and predict – through an innovative approach of developing (a) agent-based models based
on (b) social-behavioural experimentation data – how policy instruments, marketing measures,
consumer-oriented innovations, and social dynamics can be combined to trigger societal tipping
points.
- Involve – integrate professional insight through participatory modelling, assess consumer-citizen
policy packaging acceptance, engage stakeholders and citizens in considering alternative pathways.