Food choice and context

We study the underlying factors of consumer decision making in choice and eating contexts. Influence of contextual factors on food preferences, choice of products, quantity consumed or/and the desire to eat are studied in specific video observation lab with possibilities to design external cues around meal selection and monitoring food selection on an electronic buffet.

Food choice and consumption behaviour have longer term health, environmental and economic consequences. The interactions of consumers and food choice environments (e.g. canteens, outlets, shops, IT solutions and virtual reality) are linked to the prospective food consumption. There is a need for understanding how choice environments can be designed in support for healthy, tasty and sustainable food choices (e.g. portion sizes, choice of plant-based meal components) and consumption.

We perform research within the areas of:

  • Observe and measure consumer choices as a result of product design and choice architecture (nudging)

  • Measure the effect of environmental cues on the quantity eaten

  • Intervention studies in various institutions (nurseries, schools, elderly-people’s homes etc)

  • Identification of relevant attributes for healthy, tasty and sustainable consumption

  • Consumer segmentation and profiling using surveys

Research staff

Coordinator Sanne Sansolios

Associate Professor Annemarie Olsen

Associate Professor Helene Reinbach