Prof Baukje de Roos (University of Aberdeen), Prof Christos Tachtatzis (University of Strathclyde), Prof Georgios Leontidis (University of Aberdeen), Dr Gillian Purdon (Food Standards Scotland).

Food systems are at the heart of climate and health challenges, contributing over 35% of global greenhouse gas emissions and driving biodiversity loss. While much research has focused on sustainable food production, shifting consumer behaviour—particularly reducing red meat consumption—is a critical and underexplored lever for achieving Net Zero goals. The UK’s Climate Change Committee recommends a 40% reduction in red meat consumption by 2050, yet consumers remain unaware of the environmental impact of their choices.

This project will develop AI approaches to understand and predict consumer behaviour at scale. Using a rich dataset from Kantar WorldPanel—covering over 2,700 Scottish households and >7,000 individuals— and potentially other related datasets, the student will implement unsupervised learning and association mining approaches to identify predictors of optimal red meat consumption. They will develop explainable causal models and counterfactual simulations to test how interventions (e.g. price changes, product placement) affect behaviour. These insights will inform real-time algorithmic nudging strategies, which will be validated through online trials.

The student will be based at the University of Aberdeen and work closely with the University of Strathclyde, collaborating with experts in human nutrition, machine learning, and applied AI. They will develop advanced skills in data science, causal inference, behavioural modelling, and policy engagement. Training will include interdisciplinary collaboration with Food Standards Scotland, and the Scotland Food & Drink Partnership, providing real-world impact and policy translation opportunities. Finally, the SUSTAIN AI CDT runs four activity weeks a year that cover a wide range of training and social activities, and all our students can access facilities, training, and courses across the four partner universities.