My research focuses on sustainable food consumption, in particular the transition towards alternative meat (e.g., plant-based meat and cell-cultured meat). I will be using a combination of Psychology and Geography approaches (e.g., the concept of “foodscape”) to examine the contextual and socio-psychological drivers and barriers behind consumption of alternative meat, and will also design and test behavioural interventions to encourage consumer acceptance of these novel food products. The research projects will involve qualitative studies and quantitative methods, in collaboration with multiple public and private partners to inform both future research and policies.

Publications:
Toy, S., Whitmarsh, L., Mitev, K., Gan, Y.S., Player, L., McGuicken, T., Thorman, D., Wilson, M., Graham, K., Hayden, N. (2023). Motivating a low-carbon workforce – Insights from Cornwall Council. CAST Briefing Paper 18. https://cast.ac.uk/wp-content/uploads/2023/10/the-centre-for-climate-change-and-social-transformations-CAST-briefing-18-motivating-low-carbon-behaviours-in-the-workplace-insights-from-cornwall-council-3.pdf.pdf