ChoiceEU

CHOICE is a Horizon Europe project that aspires to mainstream Integrated Assessment Models (IAMs), an invaluable instrument for climate stabilization pathways impact assessment, by embedding them into the lifestyle choices and decision-making process of consumers, producers and actors of the Food, Agriculture and Land Use sectors. This ambitious goal is supported by a more realistic representation of behavioural change and actor diversity within IAMs. Following an approach that bridges social science and marketing tools, CHOICE leverages digital enablers designed around emotional appeals and social incentives to orchestrate large-scale 'green marketing' campaigns across four continents: Europe, Africa, Latin America, and Asia, with a particular focus on Europe.