معرفی
Marleen Onwezen is a Professor in the Marketing and Consumer Behaviour department at Wageningen University & Research, where she conducts research on consumer behavior related to sustainable food systems and protein transitions. Her work bridges food science, policy development, and behavioral psychology to address global dietary challenges.
Her research focuses on understanding consumer resistance to plant-based proteins, meat consumption patterns, and the psychological mechanisms behind food choices. She investigates how labeling strategies, social norms, and policy interventions can facilitate the shift toward sustainable diets, with particular emphasis on alternative protein acceptance and nutrition policy design. Her interdisciplinary approach integrates experimental methods with real-world applications to drive behavioral change.
Recent publications reveal a strong trend toward computational and systematic methodologies in food behavior research. Her work combines machine learning for diet optimization with systematic literature reviews on consumer resistance, demonstrating how interdisciplinary approaches can address complex challenges in the protein transition. This research consistently connects food science with behavioral insights to develop actionable solutions for industry and policymakers.
Professor Onwezen actively supervises PhD candidates including Dwyer, L. (consumer acceptance of cellular agriculture), Bouwman, E. (meat paradox socio-cultural insights), and Adema, H. (labeling strategies for sustainable food choices). She leads major funded projects such as 'Long-term behaviour change' (2025-2028) and 'Eiwitmonitor' (2023-2027), both supported by LVVN, focusing on sustainable food systems transformation through consumer-centered approaches.
