CHOICE - Mainstreaming IAMs by embedding behavioural change and actor heterogeneity as well as outreach, general presentation

CHOICE project overview. Integrated assessment models (IAMs) play a crucial role in modelling climate stabilisation paths and assisting policymakers. However, these models typically prioritise supply-side measures, neglecting the complexity and heterogeneity of actors in demand-side and food system representation. In this context, the EU-funded CHOICE project aims to address this gap by integrating IAMs into the decision-making processes of consumers, producers, and stakeholders in the food, agriculture, and land use sectors. Using digital immersive tools, data storytelling, and gamification, the project seeks to encourage widespread engagement and promote green marketing campaigns. The objective is to develop new IAM models that accurately capture underlying heterogeneity and underscore the co-benefits associated with changes in behaviour or practices related to health, biodiversity, and food security.