Education Research Current About VU Amsterdam NL
Login as
Prospective student Student Employee
Bachelor Master VU for Professionals
Exchange programme VU Amsterdam Summer School Honours programme VU-NT2 Semester in Amsterdam
PhD at VU Amsterdam Research highlights Prizes and distinctions
Research institutes Our scientists Research Impact Support Portal Creating impact
News Events calendar Biodiversity at VU Amsterdam
Israël and Palestinian regions Culture on campus
Practical matters Mission and core values Entrepreneurship on VU Campus
Governance Partnerships Alumni University Library Working at VU Amsterdam
Sorry! De informatie die je zoekt, is enkel beschikbaar in het Engels.
This programme is saved in My Study Choice.
Something went wrong with processing the request.
Something went wrong with processing the request.

The Changing Landscape of Food Consumption

The Changing Landscape of Food Consumption: A Multidisciplinary Perspective

This course explores the cultural, economic, and social role of meat and dairy products, evolving from early civilizations to today. 

Students critically assess the past, present, and future of meat and dairy in global contexts from a multidisciplinary perspective.  Through lectures, applied discussions, and field-based learning, students will analyse how meat and dairy have shaped (and been shaped by) human behaviour, identities, and society. 

In the first part of the week, we will discuss an array of topics touching on how animal-based foods are deeply embedded in our daily lives, focusing on evolutionary tendencies, identity, and social norms via the historical and cultural trajectory of these foods, from early hunter-gatherer societies to present-day consumption trends. In the second half, attention turns to the future: adoption of protein alternatives, and implementation of policy tools that reduce reliance on animal products.  

The course combines theory with practice. Students will apply theoretical insights to real-world settings through an excursion to local restaurants/food businesses in Amsterdam engaged in the food transition. By analyzing these sites through the lens of course material, students will deepen their understanding of the different factors that play a role in food decision making. The course culminates in a presentation and individual essay, in which students write an introduction to a paper aimed to be published in a multidisciplinary journal such as Food Policies.  

Every day starts with a short introduction of one aspect of protein transition, i.e. historical evolution, identity, culture, meat alternatives and public policy. This introduction is followed by a guest speaker. The morning ends with a case study where students are encouraged to approach the (lack of) success of a food transition based that day’s theme. The students will work on these case studies in (diverse) groups which will be formed on the first day, based on background and interest. 

After lunch, a short lecture that discusses in detail a key article. Students will read the article prior to class, and answer questions that allow them to reflect on the research goal of the article. After the lecture, there will be exercises that help them write the individual essay. At the end of the day, students will provide feedback to one another based on these exercises in groups. All students will present their individual essay on the final day. 

Continue reading below for additional course information.

Fill in the application form

Deadline extended to: 15 December 2025 (23:59 CET)

Stay up to date
Winter courses

Additional course information

  • Learning objectives

    By the end of this course, students will be able to:  

    • Summarize the historical evolution of meat and dairy consumption; 
    • Critically reflect on how meat and dairy is shaped by evolutionary biases, self-identity, and the cultural environment; 
    • Understand the challenges of the adoption of protein alternatives and the implementation of public policy to facilitate such a transition; 
    • Compare and contrast real-world examples of food businesses and their varying degrees of engagement in the protein transition; 
    • Analyse the barriers and accelerators to reduced animal protein consumption from a multidisciplinary perspective; 
    • Apply theoretical concepts to a case study and approach this from a multidisciplinary perspective; 
    • Write an essay in the format of an introduction to a research paper to be submitted to a multidisciplinary journal; 
    • Present your individual essay
  • Forms of tuition and assessment 

    Classes will be held in-person each day. Each morning will begin with a 30-minute introduction to the theme of the day. A guest speaker will further deepen this theme, after which the theories and findings of this theme will be applied to a real case scenario of a current protein transition. In the afternoon, the class will discuss the assigned readings.  

    The materials discussed in the course will come to life during site visits in Amsterdam on Wednesday. Students will evaluate how these businesses relate to the protein transition, drawing direct connections to the theories and topics introduced earlier in the course (i.e. evolutionary biases, identity, and cultural norms). 

    You can expect the following hour division:

    • 24 hours pre-course work (reading 10 articles and responding to assigned questions and comments pertaining to articles included on the reading list)
    • 32 contact hours (6 hours of instruction per day for 4 days and 8 hours of excursion for 1 day)
    • 28 hours of self-study (12 hours for the writing exercises that help develop the individual essay during the course, 16 hours writing and editing individual essay after the course)

    There are several elements of the total grade for this course: 

    • Reading and responding to articles questions before class (10%)  
    • Writing exercises that help students to develop their individual essay (25%)  
    • Individual essay providing an introduction to a multidisciplinary journal (50%) 
    • Individual presentation (15%)  

    Active participation is expected. Attendance is compulsory to ensure full credit can be granted due to nature of lecture-based assignments.

  • Course syllabus

  • About the professors

    Angela Johnson is a postdoctoral researcher at the School of Business and Economics at VU University Amsterdam as of September 2024. With a background in health behaviour change intervention specializing in food decision-making, she has an active interest in how social and environmental factors play a role in consumption behaviours. Her previous work has focused on cognitive and affective influences on health decision-making and health management. Her research spans a variety of topics such as when and why people will avoid learning their risk for disease and what information people do not want to know about the food they eat. Beyond information avoidance, she has examined a variety of questions pertaining to perceptions of healthiness (e.g., perceptions of food healthiness).    

    Angela is currently working with Health Economics Research Amsterdam (HERA) institute on a project that is in collaboration with the departments of marketing, economics, and the sustainability institute at the VU using the utility framework to explore how socio-cultural norms and values shape the food provided during social gatherings. She has published in Journal of Behavioural Medicine, Journal of Health Psychology, and Emotion. 

    Meike Morren is an Assistant Professor of Marketing at Vrije Universiteit Amsterdam since 2012.  Being trained as a methodologist, she is interested in analytics ranging from latent variable models to large language models (LLMs). Her research primarily revolves around motivating consumers to make (more) sustainable choices. Multiple of her projects concern sustainable food choices, ranging from support for meat tax, to the protein transition, to measuring food waste using AI. As the scientific coordinator of sustainability, she helps researchers across faculties to form interdisciplinary collaborations which are essential in tackling the climate emergency through research projects that require diverse expertise. She has published in Marketing Letters, Journal of Environmental Psychology and Sociological Methodology. 

We are here to help!

Feel free to contact us anytime.

Contact

  • Maya Allister
  • Programme Manager

Quick links

Homepage Culture on campus VU Sports Centre Dashboard

Study

Academic calendar Study guide Timetable Canvas

Featured

VUfonds VU Magazine Ad Valvas Digital accessibility

About VU

Contact us Working at VU Amsterdam Faculties Divisions
Privacy Disclaimer Safety Web Colophon Cookie Settings Web Archive

Copyright © 2026 - Vrije Universiteit Amsterdam