MANTRA conducts anthropological studies of consumer behavior and interviews with young consumers aged 14–26, focusing specifically on their shopping habits, eating practices, and readiness for change regarding the consumption of plant-based foods. MANTRA explores young people’s relationship to the green transition in their everyday meal practices, including their thoughts on new plant-based dishes, labelling, and packaging. The project generates new knowledge about current attitudes and consumption patterns among young people in relation to plant-based cooking and consumption.

The research perspective is related to Food Culture Studies and centers on consumer behavior, the green transition, and the creation of new insights into young people’s food practices in relation to plant-based foods.