Transition towards a more sustainable, circular society dominates the news on food, environment and health: mitigating climate change, improving circularity in agriculture and beyond, stimulating healthy and responsible food choices. Behaviour change is needed to support this transition. This applies to consumers who have to adapt their daily consumption patterns, but also to farmers who have to alter their production methods, and other actors who play a role in facilitating and adopting changes towards a more sustainable and circular society. A key question is, however, to what extent behaviour changes can be steered or managed. And, how can behaviour change of many different actors at the same time contribute to a transition towards a more sustainable and circular society?

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