The aim of the StrahL research project is to develop strategies to increase the acceptance and consumption of pulses in Germany. The project is a joint endeavour between the Universities of Bonn and Göttingen, Fulda University of Applied Sciences and the research institutes corsus research and Zühlsdorf + Partner. The subproject of the Fulda University of Applied Sciences is dedicated in particular to the socio-cultural aspects of pulses consumption. Nutritionally relevant values and norms regarding pulses are analysed from the perspective of different target groups and in view of different eating styles. Taking into account target group-specific drivers and barriers to the consumption of pulses, measures and communication messages will be developed that connect to the values and everyday routines of different target groups and can become effective. The target groups for the dissemination of the project results include actors in the food business, representatives of legume networks, food retailers, out-of-home catering businesses and enterprises, multipliers in the field of nutrition education, advisory services and communication, as well as consumers.
Current nutrition and agricultural systems contribute significantly to the destruction of environmental resources and the overstepping of planetary boundaries. Reducing the consumption of animal-based foods in favour of a more plant-based nutrition is one of the key approaches to counteracting this development. As resource-conserving and climate-friendly protein alternatives, pulses in particular can play an important role here.
The project uses a mixed-method research design comprising both media analyses and consumer interviews. In collaboration with the cooperation partners, a representative online survey is then planned, the results of which will be specialised in focus groups with consumers. The aim of the surveys is to segment consumers in terms of their eating style and their associated values, norms and practices in relation to legume consumption. On this basis, socio-cultural profiles - so-called persona profiles - will be developed. The profiles provide information about nutritional style-specific values, practices and preferences as well as opportunities and barriers for the consumption of pulses and enable the derivation of target group-specific communication measures.
Prof. Dr. Tonia Ruppenthal
Business Administration • Management • Marketing
