Version 1
: Received: 30 July 2019 / Approved: 31 July 2019 / Online: 31 July 2019 (11:11:50 CEST)
How to cite:
Katzeff, C.; Zapico, J.; Milestad, R.; Bohné, U. Encouraging Organic Food Shopping through Visualization of Personal Shopping Data. Preprints2019, 2019070353. https://doi.org/10.20944/preprints201907.0353.v1
Katzeff, C.; Zapico, J.; Milestad, R.; Bohné, U. Encouraging Organic Food Shopping through Visualization of Personal Shopping Data. Preprints 2019, 2019070353. https://doi.org/10.20944/preprints201907.0353.v1
Katzeff, C.; Zapico, J.; Milestad, R.; Bohné, U. Encouraging Organic Food Shopping through Visualization of Personal Shopping Data. Preprints2019, 2019070353. https://doi.org/10.20944/preprints201907.0353.v1
APA Style
Katzeff, C., Zapico, J., Milestad, R., & Bohné, U. (2019). Encouraging Organic Food Shopping through Visualization of Personal Shopping Data. Preprints. https://doi.org/10.20944/preprints201907.0353.v1
Chicago/Turabian Style
Katzeff, C., Rebecka Milestad and Ulrica Bohné. 2019 "Encouraging Organic Food Shopping through Visualization of Personal Shopping Data" Preprints. https://doi.org/10.20944/preprints201907.0353.v1
Abstract
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 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. Sixty-five users tested the EcoPanel for five months and interviews were made with ten of these. The test users increased their purchase of organic food with 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.
Keywords
organic food; sustainable consumption; visualization; personal shopping data; reflection; feedback
Subject
Social Sciences, Behavior Sciences
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
