Hållbar konsumtion på display : Att tillgängliggöra hållbar konsumtion i butiksmiljö genom rumslig gestaltning och informationsdesign.

The essay aims to investigate how to communicate sustainability aspects of products in a simple and visually legible way using color and visual material in the physical environment and thus promote more ecologically sustainable consumption choices within the furniture and home furnishing trade. This with a particular focus on young women between the ages of 18 and 30, but also among other consumers and users of the store. The study includes a theoretical and methodological approach using literature studies and theory involving cognition and perception, visual merchandising, consumer behavior, nudging and communication of messages, with a starting point in sustainable consumption. The study includes the implementation and results from a questionnaire, a qualitative interview with a store manager, a conversational workshop with the specific user group, and a place analysis of a store environment with a sustainability commitment. The methods aim to understand users' goals, wishes, and limitations concerning sustainability and consumption, which establishes the answer to the study's central question and associated sub-question. Based on collected theory and empirical evidence, a design proposal was created that exemplifies how a part of the Ellos Home store for home furnishings in central Gothenburg can be redesigned with a visual sustainability concept. The design proposal considers the women's wishes, opinions, and conditions, with the goal of creating an environment where sustainability can interact with the store environment, and with the ambition of promoting and making more sustainable consumption choices visible in the work towards a more sustainable future and Agenda 2030.