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Encouraging organic food consumption through visualization of personal shopping data
Department of Sustainable Development, Environmental Sciences and Engineering, KTH Royal Institute of Technology, Sweden.
Department of Sustainable Development, Environmental Sciences and Engineering, KTH Royal Institute of Technology, Sweden.
Department of Computer Science and Media Technology, Linnaeus University, Växjö, Sweden.
University of Skövde, School of Engineering Science. University of Skövde, Virtual Engineering Research Environment. (Centre for Sustainable Communications, KTH)
2020 (English)In: Sustainability, E-ISSN 2071-1050, Vol. 12, no 9, article id 3599Article in journal (Refereed) Published
Abstract [en]

Although food retailers have embraced organic certified food products as a way to reduce their environmental loading, organic sales only make up a small proportion of total sales worldwide. Most consumers have positive attitudes towards organic food, but attitudes are not reflected in behaviour. This article addresses consumers' attitude-behaviour gap regarding their purchase of organic food and reports on how visualization of personal shopping data may encourage them to buy more organic food. Through the design of the visualization tool, the EcoPanel, and through an empirical study of its use, we provide evidence on the potential of the tool to promote sustainable food shopping practices. Of 65 users that tested the EcoPanel for five months, in-depth interviews were made with nine of these. The test users increased their purchase of organic food by 23%. The informants used the EcoPanel to reflect on their shopping behaviour and to increase their organic shopping. We conclude that the visualization of food purchases stimulates critical reflection and the formation of new food shopping practices. This implies that food retailers may increase sales of organic food through using a visualization tool available for their customers. In this way, these retailers may decrease their environmental impact. © 2020 by the authors.

Place, publisher, year, edition, pages
MDPI, 2020. Vol. 12, no 9, article id 3599
Keywords [en]
Feedback, Organic food, Personal shopping data, Reflection, Sustainable consumption, Visualization, data set, detection method, food consumption, public attitude, sustainability
National Category
Human Computer Interaction Design
Identifiers
URN: urn:nbn:se:his:diva-18481DOI: 10.3390/SU12093599ISI: 000537476200098Scopus ID: 2-s2.0-85085129713OAI: oai:DiVA.org:his-18481DiVA, id: diva2:1435972
Available from: 2020-06-05 Created: 2020-06-05 Last updated: 2022-02-10Bibliographically approved

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Bohné, Ulrica

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Citation style
  • apa
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  • Other style
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  • de-DE
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • asciidoc
  • rtf