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Celeste Maf­fezzoni

PhD fellow

Subjects
Food Sustainability Green transition Quantitative methods

Primary research areas

Dietary behaviour change

I study how barriers to dietary change can be turned into drivers for adopting sustainable eating habits.

Meat replacement

I investigate strategies for substituting animal protein with plant-based alternatives (e.g., pulses and legumes). My focus is on positive reinforcement and capability boosting to make the dietary transition appealing and aligned with consumers’ taste preferences.

I look for ways to enable effortless and lasting change

Background 
I have an interdisciplinary academic background in business administration, green economy and sustainability management, and environmental economics. My interest in behavioural economics and sustainable food consumption emerged during my master’s thesis, in which I assessed the willingness to pay and accept a tax on meat consumption.

Research Focus 
My PhD project investigates how motivational and capability barriers to dietary change can be transformed into enablers of meat replacement. I focus on taste preferences, skill development and habits formation as key mechanisms in this transition.

Vision & Ambition 
I aim to contribute to evidence-based policies and interventions that support climate mitigation goals by promoting sustainable consumption and production. I aspire to bridge the gap between intention and action, by empowering individuals to make informed choices that benefit our health, the environment, and society.