Framing for the Protein Transition: Eight pathways to foster plant-based diets through design

Meat and dairy mimicking has been the most popular strategy in the plantbased protein transition, representing a dominant 'design frame'. These analogous products come with several risks. Complementary to transition studies, design considers behavioral and material dimensions of the environment influencing consumers' dietary decisions. By analysing existing consumer interventions in the Netherlands, we seek to identify prevalent design frames ('i.e. strategies for intervention') in the Dutch protein transition. We elucidate and examine alternative pathways to foster the transition, informing on more effective ways forward.