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The PlantTip project, funded by the Novo Nordisk Foundation (9.8 mio DKK), aims to investigate societal tipping points in consumer behaviour in Denmark, with a focus on accelerating the green transition towards a sustainable food system.

The aim of PlantTip is to experiment and predict how policy instruments, marketing measures, consumer-oriented innovations, and social dynamics can be combined to trigger societal tipping points. The project employs an innovative approach of developing (a) agent-based models based on (b) social-behavioural experimentation data.

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PlantTip is a joint project of Copenhagen Business School, Aarhus University andÌýDemocracy X, and collaborates with,Ìýamongst others,

the Stockholm Resilience Centre and the chair of International Political Economy and Environmental Politics, ETH Zurich.

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The project team at MSC consists of Associate Professor Meike Janssen and the postdoctoral researchers Alice Pizzo and Giulia Priolo.

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Project Background:
Large-scale and accelerated dietary change could crucially contribute to GHG emission reduction in Denmark. However, the current rate of change towards more sustainable diets is far too slow and restricted to niches. Societal tipping points must be reached to accelerate the needed changes, but we lack knowledge on how to predict and foster large scale behaviour change.

Current approaches overemphasise solutions that change food, but not the food-eaters. We argue that a complex systems change is necessary, which this project initiates, by identifying actionable insights about instruments, innovations and social dynamics that can trigger societal tipping points.

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For further information, please contact Meike Janssen, mj.msc@cbs.dk.ÌýÌý