Cookies on this website
We use cookies to ensure that we give you the best experience on our website. If you click 'Continue' we'll assume that you are happy to receive all cookies and you won't see this message again. Click 'Find out more' for information on how to change your cookie settings.

Christina Potter


Postdoctoral Researcher

About me

I am a postdoctoral health behaviours researcher working on the Livestock, Environment and People (LEAP) project. LEAP is a 5-year Wellcome Trust-funded project coordinated by the Oxford Martin School Future of Food Programme and the Nuffield Department of Primary Care Health Sciences (NDPCHS).

The primary aim of my work is to help people reduce the amount of meat in their diet, for the benefit of their health and the natural environment. By developing and testing a series of behavioural interventions, my team identified ways to support individuals to make more sustainable food choices. These interventions have been conducted online and in retail food settings (supermarkets, cafeterias).

My primary interest to date has been exploring the effectiveness of different environmental sustainability labels (ecolabels). This first involved exploring the literature to date of studies that have tested ecolabel designs by conducting large systematic literature reviews. Using insights from reviews, I managed three large randomised controlled trials testing the effectiveness of specific label designs on a virtual supermarket shopping platform. Most recently, I launched a field trial with a global catering company to test whether our ecolabel design (found most effective on the virtual supermarket) is effective in a real-world setting at helping customers make more environmentally friendly food purchases. 

Prior to joining the NDPCHS in Oxford, I completed a PhD in Experimental Psychology at the University of Bristol (UK) and a BSc in Psychology at the University of Miami (USA).