The food industry is responsible for 22 % of carbon emissions in Denmark. The increase of climate emissions are causing tremendous and long-lasting problems for our planet. The changes that occur in the natural environment due to climate gas emissions may be irreversible, and the consequences of the problem are about to be a great concern for the humans that live today, as well as for the ones in the future. The consequences of the climate change concern agriculture and food supply on a greater scale, and are hitting the consumers directly.
Consumers need to act on climate change, but they need tools to do so. This paper starts with the hypothesis that revealing the carbon footprint of each product inside supermarkets will push consumers to make more climate-friendly purchases. Through Life Cycle Assessment estimates of carbon footprint on product category level, we’ve created a series of signs, tags and posters that can both inform and push consumers in a more sustainable direction without being a burden for businesses. The designs use Norman’s concept of affordance, Thaler and Sunstein’s nudging, and theory of food labelling by Ludvigsen and Zeuthen.
To create knowledge from design, we utilise Koskinen et al.s Constructive Design Research as methodology, using parts of both the Field and Showroom methods. To evaluate our design, we use the design anthropological methods, participant observation and qualitative interviews. In the end, many consumers had already planned their purchases before entering the supermarket and were thus immediately unaffected by our design, but through the interviews it became clear that many consumers would plan their future meals with inspiration from our signs.
|Uddannelser||Basis - Humanistisk-Teknologisk Bacheloruddannelse, (Bachelor uddannelse) Basis|
|Vejledere||Paya Hauch Fenger|
- design anthropology
- design activism
- life cycle assessment
- global warming
- carbon footprinting