In the scope of the Greek Pilot efresh is targeting to inform the 200,000 registered users of the e-fresh online supermarket service, (of which at least 50.000 are very active) for the impact of their food consumption choices through their purchased products and therefore motivate them to adopt a more sustainable lifestyle.
A digital Carbon Footprint (CF) traffic-light concept will be incorporated in the efresh online retailing store, enabling users to track the Carbon Footprint of a representative set of food items, leveraging on the Life-Cycle-Assessment (LCA) method, relating to both the production and packaging stages.
Food products with low environmental impact (e.g. with lower CO2eq) will be categorised following the traffic-light concept, consolidating an aggregate “climate-resilient” impact score collected at regular intervals and disseminating it in the consumer’s profile. Based on this “climate-resilient impact score” and the historical data and evolution of user consumption, and a number of dedicated interventions, targeted campaigns or challenges, a personalised sustainability pathway will be possible, supporting consumers to understand the essential contribution of their choices to climate change and motivate them to continue adopting sustainable consumption choices.
For more active and engaged users, virtual focus groups will be organised, discussing the main incentives and barriers towards more sustainable consumption choices, present associated health and biodiversity impacts at familiar scales, and trying to use stakeholder knowledge and stakeholder-friendly IAM interfaces to interpret the associated campaign results.
