Ragnhild Eg ^* Antje Gonera Ida Grini ^* Mads Erling Pedersen Paula Varela

• Department of Innovation, Consumer and Sensory Sciences, Norwegian Institute of Food, Fisheries and Aquaculture Research (Nofima), Tromsø, Troms, Norway

Springing from a collaboration between researchers and the service and food industries, this mixed-methods study sought nuanced consumer insight to inform sustainability interventions in workplace canteens. We identified three consumer segments that demonstrate the variability of consumers, from general food and sustainability motives to specific plant-based preferences. One segment was motivated by personal benefits, a second by both benefits and consideration for animal welfare, and a third was more markedly oriented towards sustainability. From this, we recommend that canteens set on embracing the green shift should consider the versatility of their clients and incorporate different approaches that appeal to distinct motives and preferences. This can in turn transform the canteen to an arena for testing sustainability interventions, yielding further insight into the efficacy of a range of means. The ambition is to extend outcomes of canteen interventions to other arenas, commencing with the household and culminating with society at large.