All stakeholders must collaborate on the transformation towards a biobased society and on circular approaches in the value circle. Nutrients, ingredients, and products move from the field to producers and processors, and finally to the consumer, and then back to the field.
An example of research on citizens' understanding of circularity in food systems, using upcycled food as a case study. This work is part of the PlantPro project, Accelerating an Efficient Green Consumer Transition, funded by the Innovation Fund.
The group can study topics such as innovation adoption, societal acceptance and social marketing of change, stakeholder engagement, entrepreneurship, value propositions and business models, market practices, B2B and B2C marketing, and citizen-consumer psychology, knowledge, and behaviour.