A new research initiative unveiled today, involving the University of Warwick among other partners, will delve into strategies for encouraging shoppers to adopt more environmentally-friendly food choices while shopping online.
This online shopping endeavor is a component of the SALIENT food trials, a collaborative effort among eight universities and two research institutes. Their aim is to promote healthier eating habits and diminish the environmental impact of food consumption, with funding from the UK government through the ESRC.
The trial will utilize a web browser extension tailored for a major UK supermarket’s online grocery platform. This extension will draw upon a vast database of over 14,000 ‘life cycle assessments’ for various products compiled by food sustainability experts Sustained.
Up to 2750 UK shoppers will be enlisted to participate in up to five phases. They will be encouraged to install a plug-in for their internet browser, offering two types of nudges to guide their purchasing decisions:
Eco-labeling: This feature will inform online shoppers about the environmental footprint of their food selections, using an A (least impact) to G (most impact) rating system.
Product Swaps: Shoppers may be presented with alternatives having a lower environmental impact and an equal or superior nutritional profile compared to their initial choices. These substitutions may also be offered at a discounted price to assess the influence of lower prices on purchase decisions.
The researchers will assess the effects of these interventions on the environmental ratings of consumers’ shopping carts, aiming to ascertain whether either intervention fosters more sustainable shopping habits and to what extent.
Professor Thijs van Rens, co-lead of the Sustained trial, emphasized the potential of offering swaps and discounts as effective methods to encourage the purchase of more sustainable foods, which often boast health benefits as well. However, there is limited evidence on the efficacy of these interventions, particularly in the realm of online grocery shopping.
Professor Oyinlola Oyebode, another co-lead of the research trial, highlighted the importance of changing food consumption habits to address climate change and environmental degradation, while also noting the direct health benefits associated with consuming more sustainable food.
Carl Oliver, CEO of Sustained, expressed enthusiasm about empowering consumers to make more sustainable purchasing decisions and leveraging technology to shape a food system that promotes both human and environmental health.
