In order for a transition to succeed, a behavioural change is often required; for example to eat less meat or to fly less. And to do so, people must be able to make conscious choices and take control, but also in others, in addition to the citizen or consumer, behavioural change may be necessary to achieve transitions. For example, at the care provider (who needs to discuss nutrition, rather than medicine), or the retailer who has to switch to a different proposition, or a teacher who will provide sustainability education. The context in which behaviour is established is a reason for favoring certain behavioural alternatives over others. This context is colored by customs, individual beliefs, social norms and practices, as well as by the design of environment, information and products. Consider, for example, how information on packaging, but also the presentation of healthy or unhealthy snacks in a school canteen, and even of these choices being available at all, can influence the food choice.