Plant-based food require fewer natural resources and has much lower climate gas emissions than animal-based food. The aim of the project is to map out how various political instruments and other measures can be applied to encourage consumers to increasingly choose plant-based foods in stores. This project consists of a literature review to map the extent to which various political instruments influence consumer behavior and a comprehensive economic experiment to test how different measures affect consumers’ decision-making processes in choosing protein sources. The project is a collaboration with the research hub Biotech Heights and funded by Vinnova. The project will be completed in 2025.