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Your Report
During this activity you identified your problem, high level goal and the specific behaviour you are trying to change. You can see these below.
Problem:
Young Dutch adults (18-25) who have recently moved out (within the last year) continue to purchase meat products due to familiarity, convenience, low cooking confidence, and price perceptions, despite an increasing availability of plant-based alternatives. Many are hesitant to try plant-based products because of concerns about taste, lack of familiarity, and low visibility of these products in stores.
High Level Goal:
To streamline the comparison between plant-based and meat products, encouraging young Dutch adults (18-25) who moved out within the last year to choose plant-based alternatives regularly, particularly during their grocery shopping.
Behaviour to change:
Increase awareness and consideration of plant-based products during grocery shopping. Improve familiarity with cooking and preparing plant-based meals to reduce hesitations around taste and ease of preparation. Reduce reliance on habitual meat purchases by promoting plant-based products as a comparable and accessible alternative. Overcome the perception that plant-based products are more expensive than meat by highlighting affordable options (e.g., private labels). Encourage proactive decision-making where young adults consciously choose plant-based alternatives instead of defaulting to meat.
Below are each of the barrier cards you selected as part of this activity.
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