Sustainable Consumption
Promoting sustainable grocery shopping choices in an online retail store
CHOICE pilot activities in Greece
Motivation
The continuous growth of e-commerce and online retail is a reality for the last decade, further upscaled during the pandemic.
e-fresh, one of the key players in the online retail market in Greece, is targeting to contribute to a positive influence in the adoption of sustainable consumption choices and to raise awareness in aspects related to the impacts of climate change. So far, although e-fresh consumers have expressed a positive attitude towards the adoption of more sustainable food consumption, they remain sceptic due to higher prices, lack of trust, lack of knowledge, and lack of association of meat-based products or plastic food packaging with their environmental impact.
Towards reaching these goals, the Carbon Footprint (CF) labelling scheme, linked to the already highly digitised nature of e-fresh activities, encompassing customer engagement campaigns around plant-based products, will further promote sustainable consumption practices and are expected to improve the awareness of climate change issues and acceptance of green products for its customers
Pilot Scope and Activities
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.
Enablers
The following CHOICE enablers will be used to achieve the pilot scope:
- Carbon Footprint label.
- Data storytelling visuals and narratives.
- Randomised Control Trials framework.
- CHOICE IAM models through interactive interfaces.
- Behavioural models.
Expected Measurable Outcomes
- 10-20% of registered users maintain an active involvement in at least two large-scale campaigns and four monthly challenges with CHOICE-related objectives for a total duration of 12 months (at least).
- Increase users’ adoption of the available sustainable food products by at least 10%.
- Reduce the aggregated values of user’s Carbon Footprint scores in a period of at least six months;
- Increase in sales of plant-based, bio- and other sustainable products and insights into how this is correlated with the engagement campaigns.
Partners Involved
Pilot leader
Partners:
Timeline of action
Campaigns in Greece
From Local Action to Global Impact
Find more about the specifics of each pilot campaign that have been performed in the Greece.
Rethinking Dairy Choices – For You and the Planet
Overview:
The first campaign of the Greek pilot, led by e‑Fresh.gr, focuses on raising awareness about the environmental impact of dairy products and promoting sustainable alternatives. By combining CHOICE data stories with the visibility of an online retail store, the campaign shows consumers the carbon footprint of cow’s milk compared to plant‑based options, directly linking awareness to everyday shopping decisions.
Objectives:
- Inform consumers about the environmental footprint of dairy consumption.
- Promote plant‑based alternatives as climate‑friendly choices.
- Encourage more sustainable grocery shopping habits.
- Foster awareness of the link between food choices and climate change.
Target Audience:
Registered users of e‑Fresh.gr, particularly households and families making everyday grocery decisions through online shopping.
Approach & Activities:
The campaign uses CHOICE data stories to illustrate the climate impact of cow’s milk versus plant-based alternatives. A dedicated campaign page within the e‑Fresh online store presents this information alongside sustainable products, making it easy for consumers to explore and choose plant‑based options. Integration of product impact assessments ensures that consumers receive transparent, data‑driven information about the carbon footprint of their food purchases, including production and packaging.
Timeline:
1 August - 30 September 2025
Location:
Online via e‑Fresh.gr, reaching consumers across Greece.
Expected Impact:
- Increased consumer awareness of the climate footprint of dairy products.
- Promote the adoption of plant‑based dairy alternatives with lower environmental footprint.
- Measurable reduction in the carbon footprint of grocery purchases through more informed choices.
Read the Greek pilot campaign Factsheet (link).
Join the Campaign!
Rethinking Meat Choices – Small Changes, Big Impact
Overview:
The second CHOICE campaign in Greece, implemented in partnership with e-Fresh.gr, explores how our everyday meat choices affect the planet.
Through interactive data stories, the campaign visualizes the climate footprint of beef, chicken, and plant-based proteins, helping consumers see the difference each small change can make — from kilometers driven to kilograms of CO₂ saved.
By connecting scientific insights, carbon footprint data, and accessible storytelling, the campaign turns grocery shopping into climate action.
Objectives:
- Raise awareness of the carbon footprint associated with different meat products.
- Encourage consumers to experiment with plant-based alternatives and low-impact proteins.
- Foster understanding of how everyday grocery choices influence climate change.
- Promote practical, accessible ways to make more sustainable dietary decisions.
Target Audience:
Registered users of e‑Fresh.gr, particularly households and families making everyday grocery decisions through online shopping.
Approach & Activities:
The campaign uses CHOICE data stories to illustrate the climate impact of cow’s milk versus plant-based alternatives. A dedicated campaign page within the e‑Fresh online store presents this information alongside sustainable products, making it easy for consumers to explore and choose plant‑based options. Integration of product impact assessments ensures that consumers receive transparent, data‑driven information about the carbon footprint of their food purchases, including production and packaging.
Timeline:
October – November 2025
Location:
Online via e‑Fresh.gr, reaching consumers across Greece.
Expected Impact:
- Increased consumer awareness of the climate impact of meat consumption.
- Shift towards purchasing lower-impact proteins and plant-based alternatives.
- Measurable reduction in users’ aggregated Carbon Footprint scores.
- Strengthened link between digital retail tools and sustainable food choices.
