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Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
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How value-sensitive design can empower sustainable consumption.

Thomas Asikis1, Johannes Klinglmayr2, Dirk Helbing1

  • 1Professorship of Computational Social Science, ETH Zurich, Zurich, Switzerland.

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|February 22, 2021
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Summary

A new smartphone app promotes sustainable consumption by providing transparent product information and ratings. Field experiments show increased consumer awareness and a shift towards eco-friendly purchasing, encouraging ethical business models.

Keywords:
attitude-behaviour-gapsustainable consumptionvalue-sensitive design

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Area of Science:

  • Environmental Science
  • Consumer Behavior
  • Human-Computer Interaction

Background:

  • Sustainable consumption is crucial due to global overpopulation and complex production.
  • Current methods for informed choices overwhelm consumer cognitive capacity.
  • Existing psychological manipulation tactics raise privacy and ethical concerns.

Purpose of the Study:

  • To develop a novel personal shopping assistant app to support value-sensitive sustainable consumption.
  • To leverage expert knowledge and crowdsourced data for transparent product information and ratings.
  • To address challenges in consumer decision-making for sustainable products.

Main Methods:

  • Implementation of a smartphone application with a value-sensitive design.
  • Integration of expert knowledge and 'wisdom of the crowd' for product assessment.
  • Conducting real-world field experiments in supermarket settings.

Main Results:

  • The app demonstrably increased sustainability awareness among consumers.
  • A measurable bottom-up behavioral shift towards more sustainable consumption was observed.
  • The study provides evidence for effective, transparent product information delivery.

Conclusions:

  • The developed app effectively supports informed and value-sensitive consumer decisions.
  • The findings encourage new, ethically aligned business models for retailers and producers.
  • This approach facilitates a collective shift towards sustainable consumption patterns.