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Nudge2Green

Understanding and impacting consumer behavior towards food sustainability

PROJECT INFO:

DURATION: 
2025-2027
 
FUNDING:
The Mission Partnership 
 

PARTNERS:
University of Southern Denmark
Aarhus University 
University of Copenhagen
Food Organisation of Denmark
Heco et al ApS

CHALLENGE

Unsustainable food choices and high climate impact of consumption

TECHNOLOGY

AI‑driven nudging system using behavioural and food data

POTENTIAL

Drives sustainable food choices and reduces emissions

Goal

  • Use artificial intelligence (AI) to promote more sustainable food choices.
  • Nudge consumers in stores toward green consumption habits.
  • Reduce climate impact via smart food behavior change.
  • Empower individuals through gentle digital guidance, not restrictions.


Plan

  • Combine behavioral science, AI, and life cycle food data in a real-time nudging system.
  • Extend the Optius app (from Partner Heco et al) to offer personal, sustainability-aware grocery suggestions.
  • Pilot nudging strategies for physical/online supermarkets.
  • Improve databases on nutrition, emissions, and food chemicals.
  • Collaborate across SDU, AU, KU, FIC, and Heco et al for cross-sector impact.


Expected results

  • Increased adoption of green and healthy food across tested platforms.
  • Reduction of food-related CO₂ emissions in Denmark.
  • Enhanced user engagement and improved retailer conversion rates.
  • A scalable nudging engine for use across the food systems.
PARTNERS:
Reach out to learn more about your funding opportunities:

Looking for funding opportunities for your innovation project?

The project is part of the Mission Partnership, and the funding is provided by Innovation Fund Denmark.

We continuously open new calls and programmes that support innovation within food and bioresources.

Get more information about the Mission Partnership See other funding opportunities
Mette Kallestrup Spring

Mette Kallestrup Spring

Program Manager (mission partnership)
mesp@foodbiocluster.dk
2181 8858
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