Meet our Young Investigators: Bruno Etter, ETH Zurich

Bruno Etter is a psychologist currently in the third year of his PhD at ETH Zurich. He is part of GIANT LEAPS Work Package 1, where he uses consumer insights to facilitate the protein transition.

What is the main focus of your research?

My work focuses on consumers’ expectations toward meat and dairy alternatives. By looking at how product attributes and consumer characteristics interact with each other, we can inform product design and marketing strategies. Recently published articles focus on protein sources as ingredients for meat alternatives and on consumers' mental categories for dairy alternatives.

Where are you based? What do you enjoy about your university? Does it foster your interest in alternative proteins? Is there a local community that inspires your work?

I am based in the consumer behavior group at ETH Zurich. I particularly enjoy the interdisciplinary environment at ETH and in our research group. ETH is famous for being a leading university in natural sciences and technology. This environment helps us stay up to date with technological advancements in the field.

What sparked your personal interest in the topic of dietary shifts?

The environmental consequences of our food choices make this topic extremely relevant for me. But I also find it interesting because our food choices are embedded in a complex field of influencing factors, from specific product attributes and psychological traits to social norms and food cultures. It is exciting to disentangle these factors.

What are your aspirations for the future, and how do you hope your work will make an impact?

I believe that consumer insights are crucial for the success of the protein transition and hope that my research will aid food producers and marketers.

You can learn more about his work here.