3-CO Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption

The objective of the 3-CO project (https://3co-project.eu/) is to develop and demonstrate the viabilityof a supportive framework for Label and Certification Schemes (LCSs) on Business-to-Consumers (B2C)communication for industrial bio-based products (BBPs), that enables and supports consumers to makemore sustainable purchasing choices. The supportive framework will consist of actionable guidelines forLCS owners that reflect consumers' and other stakeholders' needs, digital solutions to support better-informed decision-making processes of consumers, and policy recommendations on deploying socialmeasures. This report presents the findings of empirical research conducted in Task 2.3 Consumer views andbehaviour towards sustainable products – role of LCS. The report focuses on the role of labels and digitalsmart solutions in supporting responsible consumption. The research was conducted in three phases: 1)quantitative questionnaire study (with Computer-Assisted Web Interviewing -survey method, conductedin 10 European countries); 2) qualitative consumer research (Focus Group Discussions conducted in 4European countries) and preparation of service mock-ups for co-creation activities; and 3) evaluation ofdigital solution mock-ups developed in Task 2.4 (by utilising an online digital platform with consumersfrom 4 European countries). The goal of this report is to discuss the role of labels and smart solutions insupporting responsible consumption, by identifying consumer segments based on attitudes towardssustainability and providing empirical insight on consumer perceptions and behaviours related toresponsible consumption and BBPs. The report describes the consumers' motivations and concernsregarding BBPs and their willingness to utilise labelling systems when making purchasing decisionsacross EU markets. In addition, it provides insight to consumer requirements and expectations towardsdigital solutions that support sustainable consumption. From the quantitative questionnaire study, three consumer segments were identified based on theirattitude towards sustainability: 1) Passive Sceptics, 2) Active Advocates, and 3) Convenience seekers. ThePassive Sceptics group have rather low knowledge of BBPs and of environmental impact and show littleconcern regarding the BBPs impact on health and the future of the planet. The Active Advocates groupare highly motivated towards BBPs and indicate deep understanding and belief on the benefits of BBPs,while the Convenience seekers have mixed level of engagement with BBPs but still high level ofawareness of BBPs’ positive impact on the environment. From the questionnaire results it can beconcluded that many consumers are not well-informed about BBPs, indicating the need for more knowledge on the subject. The recognition of certificates confirming a product's biological originwas also low to moderate, indicating a potential area for improvement in product labelling andeducation. The results showed that the willingness to utilise LCSs varies between consumer segments;the Active Advocates have high readiness to utilise LCSs and buy BBPs, the Convenience seekers havemoderate readiness; and the Passive Sceptics indicated low readiness. This gap highlights theimportance of increasing the visibility of labels and certifications, and of educating consumers on themeaning and benefits of BBPs. To support the already informed Active Advocates segment, maintainingclear labels should be continued. Developing market strategies addressing the segment specificmotivations and barriers would be beneficial in changing purchasing behaviours. The consumers can besupported with digital solutions to increase their ability and willingness to buy BBPs, as it can make theLCSs more visible. In the qualitative consumer research conducted with Focus Group Discussions (FGDs), the consumershighlighted that while they value labels and certifications as identifiers of sustainable products, thereliability and clarity of LCSs should be ensured. It was concluded that there is a need for more availabilityand display of BBPs in the retail environment. The FGDs confirmed, that a digital solution could be apotential solution for providing more information to consumers to support their decision-makingprocesses. There was a high preference for a mobile apps, as indicated by the various solutions co-created with consumers during the discussions. In the online evaluation of the digital solution mock-ups created in Task 2.4, the consumers providedvarious improvement suggestions for the user interface, content, accessibility and navigationpossibilities. Generally, the consumers preferred user-friendly and visually appealing digital solutions,providing comprehensive and reliable product information and possibilities to engage with a widercommunity (e.g. through product reviews). From the evaluation of digital solution mock-ups, it can beconcluded that the solution being developed in 3-CO can act as a means to engage consumers in moresustainable purchasing behaviour, as the majority of participating consumers reported that theapplication would support them in making more sustainable purchasing choices and evaluated thelikelihood of using such an app as high.