Mar­ijke Hielkema

My research focuses on understanding why changing eating behavior toward healthier and more sustainable diets is so challenging. Although many consumers express intentions to eat more sustainably, actual behavioral change often remains limited. I study the psychological, behavioral, and contextual factors that shape food choices and influence the gap between intentions and behavior.

Using quantitative methods such as surveys and experiments, I investigate how consumers respond to interventions aimed at promoting sustainable food consumption, including meat reduction and plant-rich diets. My work examines how food environments, choice architecture, labeling, and behavioral interventions can support more sustainable decision-making.

By improving understanding of how and why consumers change their behavior, my research contributes to the development of evidence-based strategies and policies that support healthier and more sustainable food systems.