Meet our Young Investigators: Kirsten Pronk, ETH Zurich

Kristen is a second-year PhD researcher in the Consumer Behaviour Group at ETH Zurich, focusing on consumer insights to facilitate the transition towards sustainable diets as part of Work Package 1 (WP1) in the Giant Leaps project.

What is the main focus of your research?
I am looking at various aspects, from the acceptance of alternative protein sources to the trade-offs consumers are willing to make and finally, policy acceptance. What makes my research even more exciting is that we conduct our studies in different countries to optimise the dietary shift across Europe.

Where are you based? What do you enjoy about your university? Does it foster your interest in alt proteins? Is there a local community that inspires your work?
Being part of an incredible team here at ETH and collaborating with the other Giant Leaps work packages is what I enjoy most. Working in such an international environment, surrounded by highly specialized and talented colleagues, is truly inspiring.

What sparked your personal interest in the topic of dietary shifts?
My goal is to bring together my background in nutrition and food science with consumer behavior to promote health and well-being through sustainable food systems. I believe that consumer food choices play an important role in the dietary shift, and hope that my work can inform product developers and policymakers to help create an environment that encourages healthy and sustainable food choices.