Promoting Healthy And Sustainable Eating (PHASE). A deep investigation to reduce and replace meat consumption.

Beyond indisputable benefits for health, the Mediterranean Diet (MeDiet) is one of the most sustainable dietary patterns, and is recognised as Intangible Cultural Heritage of Humanity by UNESCO. The MeDiet has a lower environmental impact than other dietary patterns thanks to its emphasis on Local Seasonal Plant-based Foods (LSPF). For this, the main goal of the DEMETRA project is to enhance the adherence to the MeDiet. “DEMETRA” stands to remind the cultural value of the MeDiet by referring to the goddess of crops and harvest, as well as the cycle of the seasons. Its heteropalindrome, ARTEMED abbreviates the title of the current project: “Adapting, Revising, and Tailoring Evidence-based interventions to enhance MEditerranean Diet adherence". The main aim will be achieved by the collaboration of four Research Units (Catholic University of Milan = UNICATT, University of Padova = UNIPD, University of Modena-Reggio Emilia = UNIMORE, University of Naples Federico II = UNINA) thanks to a multi-method design (i.e., qualitative studies, controlled experiments to digital interventions) characterised by different methodologies (e.g., questionnaires, implicit measures, focus groups, experimental auctions with a tasting test, smartphone interventions) and an interdisciplinary approach (social psychology and behavioural economics). The main aim will be specifically defined by 2 Milestones (Ms) articulated in 11 Work Packages (WPs) each with specific Activities (As; 19 studies and 11 dissemination tasks). M1 focuses on increasing awareness of the low environmental impact of the LSPF of the MeDiet and promoting their consumption. In year I, UNIMORE and UNIPD will pretest the experimental materials and evaluate the effectiveness of cognitive, emotional, moral and normative appeals promoting LSPF consumption with 10 experimental studies. UNINA will test sensory claims promoting LSPF in 2 studies with a quali-quantitative methodology. At the end of the year I, all Research Units will collaborate on 6 As to disseminate the collected results. M2 focuses on developing a personalised digital intervention to spread the cultural heritage of the MeDiet. In year I, UNICATT will implement 3 As to engage people in using a mobile app promoting LSPF consumption and test the integration of diverse behavioural strategies aimed to support long-lasting changes. In year II, UNICATT will test tailored mobile interventions. The final wave of dissemination will focus on presenting the outcomes of the M2 to the scientific community through 5 As. The overall deliverable of the project will be an evidence-based protocol reporting the most effective communication strategies to enhance LSPF consumption and their application in personalised digital interventions. The implementation of the DEMETRA project can have a decisive economic, environmental, scientific and social impact.