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

The 3-CO-Project receives funding from the Horizon Europe Framework Programme under the Grant Agreement Number 101086086 Concise Consumer Communication through Robust Labels for Biobased Systems Project Number: 101086086 Call identifier: HORIZON-CL6-2022-GOVERNANCE-01 Start date of project: 1.2.2023 | End Date: 31.1.2026 Duration: 36 months Report on the role of labels and smart solutions in supporting responsible consumption T Authors Agnieszka Wiśniewska UW agnieszka.wisniews[email protected]du.pl Hannamaija Tuovila VTT [email protected] Virpi Oksman VTT [email protected] Magdalena Marczewska UW [email protected] Magdalena Klimczuk-Kochańska UW [email protected] Marcin Żemigała UW [email protected] Katarzyna Dziewanowska UW [email protected] Type Dissemination Level R Document report PU Public, fully open, e.g. web DEM Demonstrator, pilot, prototype SEN Sensitive, limited under the conditions of the Grant Agreement DEC Websites, patent fillings, videos, etc. CI Classified, information as referred to in Commission Decision 1001/844/EC OTHER Deliverable reference number Work package number D2.3 WP2 Due date of deliverable Actual submission date 30.11.2024 28.11.2024 Ref. Ares(2024)8469968 - 28/11/2024 Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 2/55 Lead beneficiary University of Warsaw Contributing beneficiaries VTT 3CO_standard: The sole responsibility for the content of this publication lies with the authors. It does not necessarily reflect the opinion of the project consortium or European Commission. Both are not responsible for any use that may be made of the information contained therein. Internal reviewer(s) Margaux Le Gallou ECOS [email protected] Zoritza Kiresiewa ECOLOGIC [email protected] Change log Date 30.10.2024 Issue/Version 0.1 Reason for change First draft of D2.3 25.11.2024 0.2 New draft considering feedback from reviewers 28.11.2024 1.0 Final version submitted Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 3/55 Report Document History Version Description Date 1.0 First draft of Report on the role of labels and smart solutions in supporting responsible consumption 30.11.2024 Action Title Concise Consumer Communication through Robust Labels for Bio-based Systems Action Acronym 3CO Action Number 101086086 Deliverable Identifier D2.3 Deliverable Title Report on the role of labels and smart solutions in supporting responsible consumption Document Status First draft Version 1.0 Authors Agnieszka Wiśniewska Hannamaija Tuovila Virpi Oksman Magdalena Marczewska Magdalena Klimczuk-Kochańska Marcin Żemigała Katarzyna Dziewanowska Lead Beneficiary UW Deliverable Type Document, Report Dissemination Level Public Format Word, .docx Due Month 22 Date 30.11.2024 DOI Keywords Consumer behaviour, sustainable products, BBPs Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 4/55 Table of contents List of abbreviations 7 1 Introduction 10 1.1 Objectives of 3-CO 10 1.2 Objectives of WP2 11 1.3 Scope of the report 12 2 Methodology 13 2.1 CAWI 13 2.2 Focus Group Discussions 15 2.3 Evaluation of digital solution mock-ups 18 3 Findings 20 3.1 Consumers’ drivers and concerns toward BBPs purchasing and LCSs – results from CAWI 20 3.1.1 Identified segments 20 3.1.2 Consumer drivers and concerns within segments 22 3.1.3 Willingness to purchase BBP and rely on LCSs 24 3.1.4 PERSONA for Mock-up of a digital solution 27 3.2 Consumer views on LCSs and co-creating digital solutions – results from FGDs 30 3.2.1 Main insight 30 3.2.2 Co-created Solutions in Finland 31 3.2.3 Co-created solutions in Netherlands 35 3.2.4 Co-created solutions in Poland 37 3.2.5 Co-created solutions in Spain 41 3.3 Digital solution mock-ups – results from consumer evaluation 42 4 Conclusions and final remarks 51 5 References 52 Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 5/55 List of figures Figure 1: The Structure of WP2.............................................................................................................................................. 11 Figure 2: Visualization of a Typical Representative of the Passive Sceptics Segment ..................................... 20 Figure 3: Visualization of a Typical Representative of the Active Advocates Segment................................... 21 Figure 4: Visualization of a Typical Representative of the Convenience Seekers Segment .......................... 21 Figure 5: PERSONA ..................................................................................................................................................................... 28 Figure 6: Visualisation of digital mock-up solutions ..................................................................................................... 43 Figure 7: An example of the digital evaluation page on Howspace ....................................................................... 44 Figure 8: Application in supporting sustainable purchasing choices ..................................................................... 50 Figure 9: The likelihood of using the app to support sustainable shopping ...................................................... 50 Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 6/55 List of tables Table 1: 3-CO product value chains..................................................................................................................................... 10 Table 2: Main drivers and concerns for Passive sceptics ............................................................................................. 22 Table 3: Main drivers and concerns for Active Advocates .......................................................................................... 23 Table 4: Main drivers and concerns of Convenience Seekers ................................................................................... 23 Table 5: Percentage of individuals in each segment who purchased a product category during the specified period ................................................................................................................................................... 25 Table 6: Percentage of individuals who considered certifications among those who purchased a product category during the specified period .......................................................................................................... 26 Table 7: Percentage of consumers who purchased the bio-based version of a product among those who bought a product category during the specified period ..................................................................... 26 Table 8: Synthesis of evaluation results for each mock-up ........................................................................................ 45 Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 7/55 List of abbreviations Abbreviation Description B2C Business-to-customer BBP Bio-based product D Deliverable LCS Labelling and certification schemes ATS Attitude toward sustainability CAWI Computer Assisted Web Interviewing FGD Focus Group Discussion SPSS Statistical Package for the Social Sciences T Task WP Work Package WTP Willingness-to-pay Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 8/55 Publishable executive summary The objective of the 3-CO project (https://3co-project.eu/) is to develop and demonstrate the viability of 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 make more sustainable purchasing choices. The supportive framework will consist of actionable guidelines for LCS owners that reflect consumers' and other stakeholders' needs, digital solutions to support betterinformed decision-making processes of consumers, and policy recommendations on deploying social measures. This report presents the findings of empirical research conducted in Task 2.3 Consumer views and behaviour towards sustainable products – role of LCS. The report focuses on the role of labels and digital smart solutions in supporting responsible consumption. The research was conducted in three phases: 1) quantitative questionnaire study (with Computer-Assisted Web Interviewing -survey method, conducted in 10 European countries); 2) qualitative consumer research (Focus Group Discussions conducted in 4 European countries) and preparation of service mock-ups for co-creation activities; and 3) evaluation of digital solution mock-ups developed in Task 2.4 (by utilising an online digital platform with consumers from 4 European countries). The goal of this report is to discuss the role of labels and smart solutions in supporting responsible consumption, by identifying consumer segments based on attitudes towards sustainability and providing empirical insight on consumer perceptions and behaviours related to responsible consumption and BBPs. The report describes the consumers' motivations and concerns regarding BBPs and their willingness to utilise labelling systems when making purchasing decisions across EU markets. In addition, it provides insight to consumer requirements and expectations towards digital solutions that support sustainable consumption. From the quantitative questionnaire study, three consumer segments were identified based on their attitude towards sustainability: 1) Passive Sceptics, 2) Active Advocates, and 3) Convenience seekers. The Passive Sceptics group have rather low knowledge of BBPs and of environmental impact and show little concern regarding the BBPs impact on health and the future of the planet. The Active Advocates group are 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 of awareness of BBPs’ positive impact on the environment. From the questionnaire results it can be concluded that many consumers are not well-informed about BBPs, indicating the need for providing Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 9/55 more knowledge on the subject. The recognition of certificates confirming a product's biological origin was also low to moderate, indicating a potential area for improvement in product labelling and education. 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 have moderate readiness; and the Passive Sceptics indicated low readiness. This gap highlights the importance of increasing the visibility of labels and certifications, and of educating consumers on the meaning and benefits of BBPs. To support the already informed Active Advocates segment, maintaining clear labels should be continued. Developing market strategies addressing the segment specific motivations and barriers would be beneficial in changing purchasing behaviours. The consumers can be supported with digital solutions to increase their ability and willingness to buy BBPs, as it can make the LCSs more visible. In the qualitative consumer research conducted with Focus Group Discussions (FGDs), the consumers highlighted that while they value labels and certifications as identifiers of sustainable products, the reliability and clarity of LCSs should be ensured. It was concluded that there is a need for more availability and display of BBPs in the retail environment. The FGDs confirmed, that a digital solution could be a potential solution for providing more information to consumers to support their decision-making processes. There was a high preference for a mobile apps, as indicated by the various solutions cocreated with consumers during the discussions. In the online evaluation of the digital solution mock-ups created in Task 2.4, the consumers provided various improvement suggestions for the user interface, content, accessibility and navigation possibilities. Generally, the consumers preferred user-friendly and visually appealing digital solutions, providing comprehensive and reliable product information and possibilities to engage with a wider community (e.g. through product reviews). From the evaluation of digital solution mock-ups, it can be concluded that the solution being developed in 3-CO can act as a means to engage consumers in more sustainable purchasing behaviour, as the majority of participating consumers reported that the application would support them in making more sustainable purchasing choices and evaluated the likelihood of using such an app as high. Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 16/55 5. Co-Creation of Digital Solutions 6. Wrap-Up At the beginning of the survey, consumers were presented with the following definition of bio-based products: "By ‘bio-based products’ we refer to non-food products that are made entirely or partially from natural, biological materials, such as plants, trees, or animal-derived materials (e.g., wood, plant oils, silk, feathers, wool, beeswax, chitin, etc.). These natural materials may have undergone various physical, chemical, or biological processes. You can find bio-based products across a wide range of product categories, including but not limited to clothing made out of cotton, wool, bamboo, cosmetics including extracts from fruits, vegetables, herbs, wooden furniture, or bio-based plastic toys and packaging, to name a few." A comprehensive set of 43 questions, including guiding and supporting questions, was developed to steer the discussions. These questions were carefully designed to cover all relevant aspects of consumer perceptions, ensuring a thorough exploration of the research topics. To ensure consistency and reliability across all FGD sessions, a detailed interview guide was developed. This guide included structured instructions for the interviewers and an interview presentation with visual aids designed to support the discussions. The use of standardized materials and procedures across sessions contributed to the study's methodological rigor and the reliability of the findings. The study engaged over 40 participants. The pre-cocreation on-site workshop in Spain involved 10 participants and the on-line pilot study sample in Poland involved 5 participants. The workshops conducted in Spain and Poland served as pilot studies aimed at testing the focus group discussion (FGD) scenario and the planned techniques. In addition, the workshop in Poland specifically evaluated the respondents' ability to work with the Mural interactive board, ensuring that this tool was user-friendly and did not pose unnecessary challenges during the discussions. Both workshops provided valuable insights that allowed for the refinement of the FGD scenario, including the elimination of redundant questions, the optimization of time allocated to individual tasks, and the addition of detailed instructions for moderators. These instructions were designed to ensure consistency in facilitating discussions and to guide moderators in effectively managing tasks and engaging participants, thereby improving the overall reliability and quality of the data collection process. The main study sample comprised altogether 34 participants from the four target countries. The recruitment of participants done by the external market research company Bilendi Oy, was carried out with attention to demographic diversity, aiming Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 17/55 to capture a wide range of consumer views within the target populations. For the focus groups, the participants were chosen from consumers who expressed interest in the environment and sustainable consumption. Mainly two demographic segments were considered: 18-35 years old (i.e. Gen Z and younger Millennials) and 40-55 years old (Generation X). These two groups were selected because they constitute a possible early adopter segment and possess great potential as future customers in the market. However, regarding the use of new mobile applications, these groups differ. Early Millennials and younger are heavy users of mobile applications including social media, with a strong presence on platforms like Instagram, Snapchat, and TikTok5. They tend to spend more time on mobiles and social media than Gen Xers 1 . The focus group sessions were conducted in April 2024. The breakdown of participants was as follows: • Finland: o Age group 18–35: 5 participants o Age group 40–55: 4 participants • Poland: o Age group 18–35: 7 participants o Age group 40–55: 7 participants • The Netherlands: o Age group 18–35: 2 participants o Age group 40–55: 5 participants • Spain: o Age group 18–35: 0 participants o Age group 40–55: 4 participants The target was to arrange eight focus groups, but ultimately seven focus group interviews were conducted. The Spanish age group 18-35 was left without participants, despite multiple efforts to mobilise participants to take part in the discussion. This was primarily due to challenges in recruitment, which included a lack of response from potential participants despite extensive outreach through various channels. Additionally, the timing and scheduling constraints of the target demographic, as well as potential competing commitments, may have contributed to the low level of engagement. While every effort was made to ensure participation, these factors ultimately prevented the group from being organized. The FGDs were conducted in the participant’s native language online, using Zoom and Microsoft Teams platforms, facilitating seamless interaction between participants and researchers regardless of geographical location. The use of the Mural platform (illustrated in Annex B), with its preset scenario and interactive boards, further enhanced the discussions by enabling participants to collaborate 1 https://www.pewresearch.org/short-reads/2019/09/09/us-generations-technology-use/ Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 18/55 effectively and visualize concepts during the sessions. Additionally, an interview guide composed of instructions for interviewers and an interview presentation supplementing the discussion were utilized to support the process. Each focus group session lasted approximately 90 minutes, providing ample time for in-depth discussion of the topics of interest. All sessions were recorded and transcribed verbatim by the moderators, ensuring the accuracy and richness of the qualitative data. The qualitative data from the focus group discussions were analysed using the framework developed by Gioia et al. (2012). This approach involved systematically identifying and coding relevant themes and patterns within the data. The essence of this method is in its dual coding process, which facilitates the movement from raw data to theoretical constructs, ultimately allowing researchers to derive meaningful interpretations from their findings. 2.3 Evaluation of digital solution mock-ups The evaluation of digital solution mock-ups was done by utilising an online discussion platform, to collect qualitative data from consumer groups in the same four countries as in the previous research phase, Finland, Poland, the Netherlands, and Spain. The method was chosen for its ability to engage a large number of participants asynchronously, allowing for detailed feedback on the digital solution mock-ups developed in T2.4. This approach was ideal for evaluating consumer preferences regarding digital tools designed to support bio-based purchasing. The primary aim of this study was to evaluate the digital solutions developed and co-created in 3-CO with consumers—potential end-users of these solutions—and to identify detailed consumer preferences and recommendations for improvement. The main research question was: Which of the presented digital solution mock-ups do consumers prefer, and what are their detailed preferences regarding its features? Building upon the ideas generated from the previously conducted FGDs, which served as co-creation workshops and highlighted a strong preference for mobile applications, three mock-ups of digital solutions were developed in Task T2.4. These mock-ups were then presented to consumers for evaluation using the online discussion platform. To ensure a comprehensive evaluation, the study engaged 191 participants from the four countries, representing a diverse range of consumers. Recruitment of participants was carried out, by the same external market research company, with attention to demographic diversity, aiming to capture a wide array of consumer views within the environmentally-conscious target segment. Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 19/55 The evaluations were conducted online using the Howspace platform 2 , which facilitated asynchronous interaction and allowed participants to provide feedback at their convenience. The platform's interactive features enabled participants to engage with the mock-ups directly and share their opinions by writing and voting. Standardized materials and clear instructions were provided on the platform to guide participants through the evaluation process, enhancing the study's methodological rigour and the reliability of the findings. The platform operated in the native language of the participants. Participants had flexible access to the Howspace platform for two weeks, ensuring ample time for thoughtful engagement with the digital solutions. All the written interactions and feedback were saved to the platform, ensuring the accuracy and richness of the qualitative data collected. The qualitative data were analysed by using qualitative content analysis methods. This approach involved systematically identifying and coding themes and patterns within the participants' feedback. The analysis provided clear insights into consumer preferences and led to the selection of the most preferred digital mock-up, along with a comprehensive list of detailed recommendations. This feedback was instrumental in refining the digital solution to better meet consumer needs and preferences. By leveraging the capabilities of the Howspace platform and engaging a diverse group of consumers, the study effectively evaluated the digital solutions developed in Task T2.4. The findings offered valuable insights into consumer expectations and preferences, guiding the development of digital tools that support bio-based purchasing. 2 https://howspace.com/ Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 20/55 3 Findings 3.1 Consumers’ drivers and concerns toward BBPs purchasing and LCSs – results from CAWI In this chapter, the findings from the CAWI-research are presented. The focus is on consumer segmentation and consumers’ willingness to purchase BBPs and rely on LCSs. The numbers presented within brackets refer to the average value of the research participants’ responses to statements on a Likert scale of 1 to 7. This chapter also presents a consumer persona created to support the development of digital solutions in T2.4 of the WP. Each sub-chapter presents recommendations relevant for the design of LCSs for BBPs. 3.1.1 Identified segments Using a scale for consumer attitude toward sustainability, all respondents (N=3000) were segmented by applying cluster analysis. After the analysis, all segments were confirmed in individual countries. Three segments were identified as follows: Segment 1: Passive Sceptics Passive Sceptics display ambivalence towards sustainable development, showing neither strong positive nor negative attitudes. While they are aware of sustainability issues, their behaviour does not consistently align with sustainable practices. This group is typically male, younger (below 34 years), and tends to perceive their financial situation as "average" or polarized between "very poor" and "very good." Figure 2: Visualization of a Typical Representative of the Passive Sceptics Segment Source: drawn by Chat GPT after providing detailed description Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 21/55 Segment 2: Active Advocates This segment demonstrates a proactive and positive stance on sustainability, aligning beliefs, feelings, and behaviours with environmental goals. Active Advocates are predominantly female, over 55 years old, and have a balanced financial outlook, predominantly "average" or "good." Figure 3: Visualization of a Typical Representative of the Active Advocates Segment Source: drawn by Chat GPT after providing detailed description Segment 3: Convenience Seekers While Convenience Seekers show intellectual and emotional support for sustainability, their behaviours are inconsistent. They value sustainability in theory but face practical barriers in adopting sustainable products, often due to convenience or lack of habituation. This group consists mostly of females aged 35-44 and reflects "poor" or "very good" financial conditions. Figure 4: Visualization of a Typical Representative of the Convenience Seekers Segment Source: drawn by Chat GPT after providing detailed description Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 22/55 3.1.2 Consumer drivers and concerns within segments The segment of Passive Sceptics (S1) demonstrates a generally low engagement with BBPs. The key drivers include moderate capabilities, with the only notable strength being no difficulty finding important information about the product on the packaging (4.11). Their knowledge of BBPs and awareness of their environmental impact are rather low, scoring between 3.35 and 3.85. These consumers also show limited concern about health impacts and future planetary benefits from BBPs, with scores around 3.64 and 3.85, respectively. Barriers in this segment stem primarily from social and environmental factors. Passive Sceptics feel little pressure from coworkers, friends, or family to adopt BBPs (with scores of 2.68 and 2.85). Additionally, they perceive minimal influence from marketing campaigns and information availability, as both factors score below 4. Their motivations for using BBPs are similarly low, reflecting scepticism about the personal and societal benefits of purchasing these products. The main drivers and concerns for Passive sceptics to purchase BBPs are presented in the Table 2, below. Table 2: Main drivers and concerns for Passive sceptics Main Drivers Concerns (Barriers) Moderate belief in BBPs' positive environmental impact Low self-reported knowledge about BBPs Perceive eco-friendliness as somewhat fashionable Difficulty recognizing BBP certifications Preference for symbols over plain text on packaging Limited social influence to use BBPs Low perceived personal benefits from BBPs Not accustomed to buying eco-friendly products The segment of Active Advocates (S2) is highly motivated and knowledgeable about bio-based products, and shows strong engagement across all key drivers. General knowledge, recognition of certificates, and perceptions of environmental and health impacts all score significantly above 4.5, indicating a deep understanding and belief in the benefits of BBPs. These consumers also have quite good label-reading abilities (4.91) and high awareness of the planet’s future (5.72). Family bio-pressure (4.45) and the influence of marketing campaigns (4.70) act as positive reinforcements for their biopurchasing behaviour. Despite these drivers, Active Advocates still experience some barriers, mainly around peer pressure from coworkers and friends (3.38) and people’s recommendations (3.94). These barriers, however, are relatively weak compared to the high levels of motivation this segment demonstrates. Main drivers and concerns for Active Advocates to purchase BBPs are presented in the Table 3, below. Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 23/55 Table 3: Main drivers and concerns for Active Advocates Main Drivers Concerns (Barriers) High awareness and knowledge about BBPs No peers or coworkers pressure felt to use BBPs Strong conviction in BBPs' environmental impact Believe BBPs benefit health and planet's future Feel eco-friendliness is highly fashionable Encouraged by family and friends to use BBPs See personal benefits and gain self-satisfaction from BBPs BBPs make a good impression; habitual purchasers Convenience Seekers (S3) have a mixed level of engagement with BBPs, driven largely by their perception of the environmental and health benefits of these products. While their general knowledge of BBPs (3.45) and recognition of certificates (3.66) are relatively low, they belief in BBPs’ positive impact on the environment (4.92) and the planet's future (5.15). Convenience, as their name implies, is important for this group, and their ability to read labels (4.28) supports their decision-making. The main barriers for this group are social influences and limited social visibility of BBP purchases. Coworker and friend pressure (2.13) and family pressure (3.03) to purchase BBPs are minimal, and recommendations from others score very low (2.53). The availability of information on BBPs also acts as a moderate barrier (3.51), though marketing efforts around eco-trends show some influence (4.04), aligning with their interest in convenient, visible options. Main drivers and concerns for Convenience Seekers to purchase BBPs are presented in the Table 4, below. Table 4: Main drivers and concerns of Convenience Seekers Main Drivers Concerns (Barriers) Believe in BBPs' positive impact on environment and health Moderate knowledge levels about BBPs Agree eco-friendliness is fashionable Limited social encouragement to use BBPs Some ability to recognize BBP certifications Less habitual purchasing of eco-friendly products Perceive personal benefits in using BBPs BBPs don't enhance reputation or self-satisfaction Additionally, based on the above presented results some general conclusion may be drawn. First of all, there is a moderate level of awareness and engagement with BBPs across all consumer segments. Many consumers do not feel well-informed about BBPs, with scores ranging from 3.35 among Passive Sceptics to 3.45 for Convenience Seekers. Recognition of certificates confirming a product's biological origin is also low to moderate, indicating a potential area for improvement in product labelling and education. While there is a general belief that using BBPs positively impacts the environment, health, and the future of our planet, this conviction is significantly stronger among Active Advocates. The majority of consumers perceive being eco-friendly as fashionable, but this does not necessarily translate into habitual purchasing behaviour, especially among Passive Sceptics and Convenience Seekers. Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 24/55 To sum up, key barriers include: • Many consumers lack sufficient information about BBPs and have difficulty recognizing eco-certifications, which hinders their ability to make informed purchasing decisions. • There is minimal encouragement from family and friends to purchase BBPs, and consumers do not feel significant pressure from their social circles. • Lower scores on perceived personal benefits and self-satisfaction suggest that consumers may not fully understand the advantages of BBPs for themselves. • The transition from recognizing the importance of BBPs to incorporating them into regular purchasing habits is lacking, as indicated by lower scores on habitual behaviour. Recommendations to address these barriers: • Enhance consumer knowledge about BBPs through informative marketing and educational initiatives that highlight both environmental and personal benefits. • Improve the visibility and understanding of eco-certifications on product packaging to build trust and recognition. • Leverage social influence by encouraging word-of-mouth recommendations and endorsements from family and friends. • Simplify access to important product information by utilizing preferred communication methods, such as symbols over plain text to cater to consumer preferences. 3.1.3 Willingness to purchase BBP and rely on LCSs The willingness to purchase bio-based products and use labelling and certificates systems is a crucial indicator of the market potential of these products. An analysis of the survey results allows for understanding the readiness level of each consumer segment to purchase BBP and rely on LCSs. Passive Sceptics show little willingness to purchase BBP (3.35). Their trust in BBP certificates is low (3.33), and their willingness to rely on them when making purchasing decisions is also low (3.52). They are the least inclined to use digital solutions to obtain information (3.05). Their low trust in certificates and reluctance to use technology suggest the need for alternative communication and education strategies to increase their engagement. Active Advocates are the most willing to purchase BBP (5.17). They have high trust in BBP certificates (5.22) and readily rely on them (5.17). They are open to using digital solutions to obtain information (4.92). Their high trust in certificates and openness to technology make them an ideal segment for implementing advanced marketing strategies, including digital informational tools. Convenience Seekers have a moderate willingness to purchase BBP (4.13). Their trust in certificates is average (4.23), and their willingness to rely on them is moderate (4.38). They are moderately inclined to use digital solutions (3.70). They are open to purchasing BBP. Their trust in certificates is moderate, along with their willingness to use technology, indicates the possibility of utilizing digital solutions while shopping. Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 25/55 The conclusions from the analysis suggest that for Active Advocates, it is crucial to maintain a high level of trust by continuing transparency in communication regarding certificates and the benefits of BBP, and utilizing technology by developing mobile applications and interactive informational platforms. For Convenience Seekers, it is essential to emphasize convenience and availability providing easy-to-use informational tools. For Passive Sceptics, education and building trust are necessary through organizing informational campaigns and using traditional media, as well as personalizing communication focusing on benefits. In conclusion, the willingness to purchase BBPs and rely on LCSs varies among consumer segments. Active Advocates show high readiness to purchase and use certificates, Convenience Seekers have moderate readiness, and Passive Sceptics low. Referring to consumers’ past purchasing behaviour, Table 5 presents the percentage of respondents that represent different segments who confirm that they have purchased a product (within the value chains at focus in the 3-CO project) category during the specified period. Table 5: Percentage of individuals in each segment who purchased a product category during the specified period Did you purchase any of the products within the time period specified in the brackets? Passive Sceptics Active Advocates Convenience Seekers ALL shampoo (Last 6 months) 77% 86% 85% 83% cosmetics (Last 6 months) 32% 49% 44% 43% products in plastic bottles (Last 6 months) 70% 73% 79% 74% baby clothing (Last 1 year) 10% 14% 15% 13% t-shirts (Last 1 year) 55% 58% 63% 58% plant pots (Last 1 year) 17% 25% 21% 21% plastic toys (Last 1 year) 18% 22% 24% 22% wooden houses (Last 5 years) 3% 5% 3% 4% furniture (Last 5 years) 38% 42% 47% 42% mattresses (Last 5 years) 26% 33% 32% 31% As expected, across all segments, everyday fast-moving consumer goods (FMCG), such as shampoo and products in plastic bottles, have the highest purchase rates, which may be explained by their status as widely used essentials. In contrast, slow-moving consumer goods (SMCG), like wooden houses, or specialized, less frequently needed items like baby clothing, have significantly lower purchase rates across all groups. Attention to certifications confirming the bio-based share of a product varies significantly among the segments. Table 6 presents the percentage of individuals who considered certifications when purchasing the products in each category during the specified period. Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 32/55 • The interface should be user-friendly, catering to all ages and tech-savviness levels, ensuring that even consumers who do not own smartphones or are not proficient with digital technology can utilize the service. • It is crucial that the information provided by the digital tool is verified and reliable. This could be achieved through partnerships with trustworthy organizations or government bodies that oversee environmental claims and certifications. • The tool should offer transparency regarding its data sources and the criteria used to verify the sustainability claims of products. • The service should provide real-time information about products, allowing users to get immediate answers about the sustainability and origins of products while shopping. • Interactivity is key, with features like a chat option that could begin with AI-driven responses for basic inquiries, and the capability to escalate to real human interaction for more complex questions or personalized assistance. • Detailed information on the environmental impact, manufacturing process, and lifecycle of products should be readily available. This includes details on how products are sourced, their biodegradability, and the ecological footprint involved in their production and disposal. • The tool should include educational content to help consumers understand what bio-based products are, the significance of different eco-labels, and how to properly recycle or dispose of products. • Guidance on how to interpret and trust various certifications and labels found on products, helping consumers navigate often confusing marketing claims. • Integration of features such as barcode scanning for instant product information and comparisons of similar items to recommend the most sustainable option. • Options for feedback and community engagement, where users can share their experiences and tips, enhancing the communal knowledge base. • To maintain trust and objectivity, the digital solution should remain independent of commercial influences, focusing solely on providing unbiased information. This would help avoid conflicts of interest and ensure the advice provided is solely for the benefit of the consumer and the environment. • Gamification: - Some participants expressed scepticism and discomfort with the idea of gamifying shopping experiences. They were concerned that gamification could be exploited for Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 33/55 manipulative purposes rather than genuinely helping consumers make sustainable choices. For one participant, the concept of gamification was seen as potentially dystopian and was not appealing as a feature to enhance shopping for bio-based products. - Despite some scepticism, other participants recognized potential benefits of gamification. They suggested that if implemented thoughtfully, gamification could engage consumers more deeply by providing interactive elements like points, challenges, or leaderboards that could incentivize and track eco-friendly shopping behaviours. This approach was seen as a way to encourage consumers to make more sustainable choices actively. - There was a concern that relying heavily on gamification could exclude non-techsavvy individuals or those who are less interested in gamified experiences, potentially limiting the accessibility of the digital tool. II Proposed Digital Solution by the age group 40-55: “Bioshopper” The proposed digital solution is an application designed to assist consumers in understanding and selecting bio-based products. The main function of this app is to compile various certificates and information about bio-based products, supporting consumers with detailed product insights. This solution aims to enhance the shopping experience by providing accessible, comprehensive information about the sustainability and origins of products. This digital solution, as discussed by the focus group, represents a comprehensive tool for enhancing consumer engagement with bio-based products and fostering a more sustainable economy. By providing detailed information about product certifications and materials, the app increases transparency in the bio-based product market. With easy access to detailed product information, consumers can make more informed choices that align with their environmental and sustainability values. By making it easier for consumers to identify and select bio-based products, the app promotes sustainable consumption patterns and supports the broader adoption of environmentally friendly products. Key features and characteristics • The app aggregates various eco-certifications and labels to inform consumers about the environmental impact and sustainability practices of products. It includes details about the materials used and the production process. Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 34/55 • A QR code feature allows users to scan product labels in stores to instantly receive detailed information about the product’s bio-based content and certifications. This provides a quick and interactive way for shoppers to learn more about the products they are considering. • The application provides educational material about bio-based products and sustainability. This feature is designed to help consumers understand the significance of different certifications and the benefits of choosing bio-based products. • The app features a user-friendly interface that is easy to navigate. It ensures that information is accessible to all users, including those with little to no prior knowledge of bio-based materials. • It integrates with online shopping platforms and brand databases to provide users with information about where they can purchase certified bio-based products online. • Users can customize the app settings to receive notifications about new bio-based products and special offers related to their interests and previous purchases. • Gamification: - The application could include game-like features such as challenges or rewards to increase its attractiveness and engagement. One participant suggested a memory game that involves matching logos of different eco-certificates, which could educate users in a fun way about the various certifications and their meanings. - Gamification is seen as a way to make learning about bio-based products and sustainability more interactive and enjoyable. This could potentially attract a wider audience, including families with children, who are often more engaged in recycling and eco-friendly practices. - By incorporating elements like point collection and rewards, the app could motivate consumers to make more sustainable choices frequently. This could include rewards for purchasing bio-based products or for participating in educational activities within the app. - Some participants expressed concerns about the complexity that gamification might add to the app. There was a desire to keep the app simple to avoid overwhelming users with too much information or too many features. It was suggested that while some users might appreciate gamification, others might prefer a more straightforward informational tool. - It was important to balance engaging content with practical utility. The group discussed how gamification should not detract from the core purpose of the app, Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 35/55 which is to educate and inform users about bio-based products. Any game elements should complement the informational aspects rather than overshadow them. 3.2.3 Co-created solutions in Netherlands I. Proposed digital solution by the age group 18-35: “Bio-Wise” The proposed digital solution represents a forward-thinking approach to enhancing consumer awareness and access to sustainable products, leveraging technology to promote better environmental choices in everyday shopping. This digital tool aims to be a comprehensive resource for consumers looking to verify and learn about the sustainability of their purchases. Key features and characteristics: • An integrated filtering system in major online retail platforms would allow consumers to easily find and identify bio-based products. This system would be designed to sort and display products based on their sustainability credentials, streamlining the shopping process for ecoconscious buyers. • A mobile application capable of scanning product barcodes to instantly provide detailed information on the product’s bio-based components and sustainability credentials. This app would ideally be issued or endorsed by a government body to ensure its trustworthiness and accuracy. • A centralized database where consumers could search for sustainable products across various categories. This database would list verified products and provide links to retailers, both online and brick-and-mortar, where these products can be purchased. The focus would be on transparency, providing detailed information about the sustainability of each product, including its production process and the origin of its materials. • The solution would include educational resources to help consumers understand what biobased and eco-friendly labels mean, including details about production processes and material origins. This feature aims to increase consumer awareness and knowledge, empowering them to make more informed decisions. • To facilitate adoption and effectiveness, the digital solution would integrate seamlessly into existing retail practices and platforms, enhancing current systems without requiring significant changes or overhauls. Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 36/55 • To combat misinformation and greenwashing, the solution would need to be reliable and possibly regulated or monitored by reputable organizations or governmental bodies. This would ensure the accuracy of the information provided and increase consumer trust in the system • Gamification: Participants expressed a preference for a more straightforward, informative tool rather than one with gamified elements, which they felt might detract from the seriousness and trustworthiness of the platform. They were concerned that gamification could make the app feel more commercialized or trivialize the important issue of sustainability. While there was a brief mention that initial gamification features like quizzes might be fun to increase awareness, the consensus leaned towards keeping the platform focused on providing reliable information without gamification elements to maintain its credibility and professional tone. II Proposed Digital Solution by the age group 40-55: “Bio-aware” The digital solution discussed by the focus group is a shopping aid designed to help consumers identify and verify the sustainability credentials of biobased products. The focus group emphasized the importance of simplicity in design and operation to encourage widespread adoption and regular use of the app. They also highlighted the potential for the app to educate consumers about sustainability and influence more environmentally friendly purchasing decisions. Key Features and Characteristics • The application utilizes smartphone cameras to scan product labels and certifications. It provides detailed information about the biobased content of products and the credibility of their environmental claims. The app uses a simple interface that allows users to quickly access detailed information by scanning a barcode or a label with their smartphone. • The app includes comprehensive explanations about various certifications and sustainability labels, helping users understand what each label represents. It offers insights into the production processes and the origin of materials used in the products. • The app may incorporate augmented reality features to provide an interactive shopping experience, where users can visualize the environmental impact of products. Designed to be user-friendly, it aims to streamline the process of verifying product certifications without overwhelming the user with technical jargon. • Gamification: Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 37/55 - The app could include game-like elements such as points, badges, or challenges to make sustainable shopping more engaging. Users might earn rewards or discounts for making sustainable choices, thereby incentivizing the use of biobased products. - Some participants saw gamification as a way to make sustainable shopping more engaging. They suggested incorporating elements like badges, points, or challenges to increase user interaction and make the experience more rewarding. - There was a proposal for a rewards system where users could earn discounts or gifts for achieving certain milestones within the app. This could motivate consumers to consistently choose biobased products. - Despite the perceived benefits, there was a concern that gamification might become intrusive or annoying. Participants emphasized the need for these features to be wellintegrated and not disrupt the shopping experience with pop-ups or unnecessary distractions. - Participants were cautious about the extent of personal data shared through the app. They were open to sharing purchase data if it directly benefits their experience but were generally wary of extensive data collection. - Some participants were sceptical about the effectiveness of gamification, doubting whether it would significantly influence their purchasing decisions. They suggested that the app should focus more on providing valuable information rather than relying heavily on game-like elements. • The app ensures that personal data, if collected, is handled with strict privacy measures. Only necessary data like purchase history might be used to tailor user experiences or rewards. • To ensure accessibility in areas with poor internet connectivity, the app could offer offline capabilities where basic information is available without needing a live connection. Considering the diverse user base, the app might include multiple language options to cater to a wider audience. 3.2.4 Co-created solutions in Poland I Proposed Digital Solution by the age group 18-35: An app for searching for bio-based products The focus group developed a comprehensive digital solution aimed at enhancing the shopping experience for organic and eco-friendly products. This innovative app integrates features like barcode and QR code scanning, augmented reality (AR) to guide shoppers within stores, and access to detailed Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 38/55 product information, including certifications and environmental impact. The application is designed with a user-friendly interface, ensuring minimal lag and efficient navigation to foster a seamless user experience. It also supports personalized shopping by allowing users to set preferences for local or specific products. Additionally, the app aims to educate consumers about sustainability and provide realtime notifications about new products and promotions, thereby making responsible shopping choices more accessible and informed. The emphasis on data security and user privacy ensures that the app is both a reliable and trustworthy tool for consumers looking to make environmentally conscious purchasing decisions. Key Features and Characteristics • The primary feature of the digital solution is a mobile application capable of scanning barcodes and QR codes. This function allows users to obtain detailed information about products, including their organic certification, ingredients, and origin. • Augmented Reality (AR) and Virtual Reality (VR) Integration: Suggestions included AR features to help navigate stores and highlight organic products and VR glasses for an immersive experience that compares products in-store. This could provide a richer, more interactive shopping experience. • The application aims to leverage digital labels and certifications to confirm product authenticity and ecological compliance. These labels could be accessible via the app, ensuring consumers understand the environmental impact of their purchases. • The tool is designed to be user-friendly with a simple, intuitive interface. There's an emphasis on minimal lag and quick loading times, which are crucial for usability during shopping. • The app could offer personalized shopping experiences by allowing users to set preferences for locally produced items or products from specific countries. This feature supports more tailored and conscious shopping habits. • There's potential for the app to include educational content about sustainable practices and organic certifications. Notifications could alert users about new products or sales on preferred items, enhancing the shopping experience and fostering more informed consumer choices. • For in-store applications, the digital solution could integrate with existing retail systems to highlight organic products on shelves or through store maps, potentially using the store's WiFi system to provide real-time information. • The app would ensure high standards of data protection and privacy, addressing potential user concerns about data misuse. Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 39/55 • Gamification: The focus group discussed the potential of integrating gamification into the digital solution for purchasing organic products. The participants expressed interest in features like points programs, where users could earn rewards for purchasing eco-friendly products. Gamification could potentially include quizzes about organic products, with prizes for correct answers, fostering a deeper engagement and educational aspect within the app. The idea of integrating a competitive element, where users could compare their achievements or points with others, was also considered to increase motivation and user interaction. However, the specifics on how these gamification elements would be implemented were not detailed, indicating a general interest in the concept without a concrete plan for execution. The group leaned towards features that not only engage but also educate users about sustainable and organic products, adding a layer of interaction that could enhance the shopping experience. II Proposed Digital Solution by the age group 40-55: Cart scanners The proposed digital solution encompasses a suite of innovative tools designed to enhance the shopping experience for eco-conscious consumers. At its core, an app equipped with a barcode scanner provides immediate access to detailed product information, including origins, ingredients, and certification explanations, directly on a shopper’s mobile device. Complementing this, tablets mounted on shopping carts offer real-time product details and alternatives as items are placed in the cart, integrating seamlessly with store inventory systems. For an immersive experience, VR and AR technologies allow consumers to visualize product journeys and sustainability practices in a compelling visual format. Digital labels and interactive displays positioned throughout the store provide dynamic content such as product comparisons and ecological benefits, enhancing consumer engagement and education. Additionally, integration with loyalty programs rewards shoppers for sustainable purchases, encouraging ongoing commitment to eco-friendly products. The solution also includes a feedback mechanism, enabling a community-driven platform where consumers can share reviews and product ratings, fostering a network of informed and engaged eco-conscious shoppers. Key Features and Characteristics • The app includes a scanner that can be used to scan product barcodes or QR codes in-store. Once a product is scanned, the app displays detailed information about the product’s certifications, ingredients, and origin. It also describes what each certification means and who issues it, offering transparency and enhancing trust. Designed to be user-friendly, it aims to Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 40/55 provide quick access to information while shopping, reducing the need to search through labels manually. • Tablets mounted on shopping carts would automatically detect items as they are added to the cart and display relevant product information. The tablet would show information such as nutritional content, organic certification details, and eco-friendly attributes of the products. This feature could be integrated with store inventory systems to provide real-time information about product availability and alternatives. • Virtual Reality (VR) and Augmented Reality (AR) features: Using VR or AR glasses, consumers could see an augmented display of product histories and sourcing practices as they shop. For instance, pointing the AR glasses at a product could display a visual storyboard of the product’s journey from farm to store, highlighting sustainable practices. This technology aims to engage users more deeply by providing a visually rich and educational experience. • Digital labels might be placed on shelves next to products or as interactive kiosks within aisles. These labels could show dynamic content such as detailed product comparisons, ecological benefits, and user reviews. Shoppers could interact with these displays via touch or voice commands to explore product details, making the shopping experience more interactive and informative. • The digital tools could be linked to a store’s loyalty program, where consumers earn points for purchasing certified organic or eco-friendly products. This feature encourages sustainable purchasing by offering rewards such as discounts, special offers, or even donations to environmental causes based on the shopper’s choices. • The proposed digital solutions could include a feedback system where shoppers can leave reviews and rate products directly on the digital platform. This fosters a community of informed consumers who contribute to a database of user-generated content that helps others make better-informed decisions. • Gamification: - The participants expressed interest in a system that awards points or rewards for purchasing organic products. This gamification approach could encourage repeated purchases and foster loyalty among consumers by providing tangible incentives, such as discounts on future purchases or special offers on organic products. - Although the idea of incorporating competitive elements like leaderboards was briefly discussed, the general consensus was to avoid competitiveness in favour of Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 41/55 collaboration and personal progress tracking. The focus was more on personal achievements and rewards rather than competing against other shoppers. - The participants saw gamification as a way to increase engagement and interaction with the products and the store. Features such as scanning items to learn more about their eco-friendly attributes and collecting rewards for doing so were viewed positively. This could make the shopping experience more interactive and informative. 3.2.5 Co-created solutions in Spain I Proposed Digital Solution by the age group 40-55: Mobile application for scanning labels The focus group developed a comprehensive digital solution designed to enhance consumer knowledge and ease of access to bio-based products. The core of the solution is a mobile application that features a scanning tool capable of interpreting labels and certifications on products. This app aims to demystify the often complex information on sustainable products by providing detailed explanations of each label and its environmental significance. Additionally, the app is designed to be user-friendly and accessible both online and offline, ensuring it is available to consumers regardless of their internet access. It also incorporates educational content on the benefits of bio-based products and a price comparison tool, enhancing its utility. The group emphasized the importance of the app being free to encourage widespread adoption and suggested it be supported by public funds or non-profit organizations to ensure its sustainability and independence. This solution leverages modern digital tools to provide consumers with easy access to essential information, helping them make environmentally and socially responsible choices when purchasing bio-based products. Key Features and Characteristics • A scanner for product labels and certifications to provide detailed information about the sustainability and bio-based content of products. The app provides comprehensive details about what each label and certification means, offering transparency and aiding in informed purchasing decisions. Designed to be simple and intuitive, ensuring ease of use for all consumers, regardless of technological proficiency. • App is compatible with various operating systems to ensure wide accessibility. Functional both online and offline to accommodate environments with limited internet connectivity. Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 48/55 Rewards and Gamification • Respondents prefer tangible rewards like discounts for eco-certified products over in-app badges or games. • Participants recommend either improving the gamification aspects to be more engaging or removing them if they do not add significant value. Technical Considerations • Participants expect the app to run smoothly without lag or technical issues. • Given their willingness to provide personal information, respondents expect their data to be handled securely. Generally, users are seeking a streamlined, user-friendly, and visually appealing application that provides comprehensive product information and supports informed, sustainable purchasing decisions. Key improvements focus on simplifying the interface, enhancing accessibility features, and adding functionalities like price comparisons and product reviews. Users value quick access to reliable information, personalized experiences, and features that facilitate engagement with both the app and the wider community. By implementing these recommendations, the app can better meet user needs, encourage wider adoption among consumers interested in bio-based products, and strengthen its position as a valuable tool for sustainable shopping. Based on the survey responses from participants regarding their general preferences for a mobile application designed to support consumers in purchasing bio-based products, several key insights emerged in the areas of colour schemes, layout design, filtering methods, and gamification features. • Participants showed a preference for a colour combination featuring both green and blue for the main buttons, with the option of a green frame and blue icon being the most favoured. Overall, there was a slight inclination towards the colour blue over green. • When it came to product layouts, preferences were nearly evenly split between horizontal lists (inside boxes) and vertical lists. However, a significant majority preferred having certifications displayed inside boxes rather than without boxes. • Most users favoured selecting filters for labels—such as shape, colour, or product category—all at once, rather than by clicking on pop-ups. This suggests a desire for a more streamlined and efficient filtering process. Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 49/55 • Scanning labels from product packaging using the application was the most favoured activity for earning points that can be exchanged for rewards. Other activities like buying products with eco certificates and playing in-built games were also popular but to a lesser extent. Suggesting new products to add to the app was the least preferred activity. • An overwhelming majority of participants preferred to exchange their points for discounts on the purchase of eco-certified products. Other reward options, such as customization of app features, built-in games, in-app badges, and fun facts within the app, were less popular among respondents. • A strong majority of users were willing to log in to the app by providing basic personal information like their name and email address. Only a small number of participants were unwilling or uncertain about providing this information. Finally, the consumers were asked to disclose whether they think this kind of an application would support them in making more sustainable purchasing choices and how likely they would use this kind of an application to support sustainable shopping at stores. The majority of respondents (86%) indicated that the application would support them in making more sustainable purchasing choices (as illustrated in figure 8), while the average value for evaluating the likelihood of using such an app while shopping on a scale from 1 to 7 was 5,2 (results illustrated in figure 9). These promising results indicate that the digital solution being developed in the 3-CO project has the potential to enable sustainable consumption by supporting consumers in making more conscious purchasing decisions. Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 50/55 Figure 8: Application in supporting sustainable purchasing choices Figure 9: The likelihood of using the app to support sustainable shopping Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 51/55 4 Conclusions and final remarks The results of the empirical study reported in this deliverable offer valuable insights into consumer priorities and preferences regarding labels and digital smart solutions in supporting responsible consumption. The consumers call for improved clarity of labels and enforced certification standards, to enhance the credibility of LCSs. Emphasis should be put on increasing consumer education on BBPs in general, but also on increasing the visibility and availability of BBPs in retail environments. As the high price of BBPs is a concern for consumers, addressing it should be considered by offering subsidies or incentives for manufacturers. The results also confirmed the need for a digital solution to support consumers in making informed, sustainable purchasing decisions. Furthermore, our results provide important input to digital smart solutions, which could simultaneously be utilised to inform and also refine the development of the DPP that the EU is currently working on. Specifically, our findings highlight the types of information consumers expect from such solutions, including data from value chains. However, consumers also revealed potential barriers, such as information overload or difficulties in interpreting complex data, which the DPP could address to enhance usability. Notably, the strong preference for detailed environmental data underscores growing consumer demand for transparency. Furthermore, our findings suggest that consumers are open to digital solutions that go beyond mere compliance. Features like personalized recommendations, gamification, or integration with apps could significantly increase consumer engagement and broaden the appeal of such tools. The results reported in this deliverable have an important role in supporting the next phases of the project and the overall goal of 3-CO – developing and demonstrating the viability of a supportive framework for LCSs on B2C communication for industrial BBPs that enables and supports consumers to make more sustainable purchasing choices. T2.3 will contribute to this goal by providing the consumer viewpoint to the label design guidelines for LCS owners, to be developed in WP4 of the project. The guidelines will address different stakeholder requirements for the transparency of BBPs to support the design of bio-based labels that improve the responsible decision-making processes of consumers and improve the sustainability performance and competitiveness of bio-based systems. Moreover, the extensive empirical data collected in T2.3 will be utilized in several publications, including scientific papers. Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 52/55 5 References EC (2024). Bio-based products [WWW Document]. Eur. Comm. https://single-marketeconomy.ec.europa.eu/sectors/biotechnology/bio-based-products_en EC (2018). A sustainable Bioeconomy for Europe: strengthening the connection between economy, society and the environment – Updated Bioeconomy Strategy. European Union. Brussels, Belgium. Gioia, D.A., Corley, K.G. & Hamilton, A.L. (2012). 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Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 53/55 Annex A: Sample descriptions CAWI Age/Gender Country Total BE DK FI FR DE IT NL PL ES UK 18-24 years M 15 19 10 8 4 5 2 14 10 12 99 F 14 10 19 15 15 14 29 12 20 12 160 ALL 29 29 29 23 19 19 31 26 30 24 259 25-34 years M 26 18 27 20 21 26 21 15 20 26 220 F 18 32 20 24 24 13 21 31 21 27 231 ALL 44 50 47 44 45 39 42 46 41 53 451 35-44 years M 26 27 26 22 23 19 23 33 20 21 240 F 24 17 20 28 24 26 22 27 32 28 248 ALL 50 44 46 50 47 45 45 60 52 49 488 45-54 years M 20 20 25 21 31 30 32 24 37 29 269 F 30 31 21 27 19 28 22 26 23 26 253 ALL 50 51 46 48 50 58 54 50 60 55 522 55-64 years M 23 29 24 28 30 26 27 19 26 22 254 F 28 19 26 22 27 28 25 29 22 25 251 ALL 51 48 50 50 57 54 52 48 48 47 505 65+ years M 39 36 36 38 44 40 45 42 35 41 396 F 37 42 46 47 38 45 31 28 34 31 379 ALL 76 78 82 85 82 85 76 70 69 72 775 Total M 149 149 148 137 15 3 14 6 15 0 14 7 14 8 15 1 1478 F 151 151 152 163 14 7 15 4 15 0 15 3 15 2 14 9 1522 ALL 300 300 300 300 30 0 30 0 30 0 30 0 30 0 30 0 3000 FGDs Country Age/Gender FI PL NL ES Total 18-35 years M 1 4 1 0 6 F 4 3 1 0 8 ALL 5 7 2 0 14 40-55 years M 1 3 3 2 9 F 3 4 2 2 11 ALL 4 7 5 4 20 Total M 2 7 4 2 15 F 7 7 3 2 19 ALL 9 14 7 4 34 Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 54/55 Mock-up evaluation Country Female Male TOTAL SPAIN 26 26 52 FINLAND 28 29 57 NETHERLANDS 16 28 44 POLAND 17 15 38 Total 87 98 191 Deliverable D2.3 Report on the role of labels and smart solutions in supporting responsible consumption www.3CO-project.eu page 55/55 Annex B: An example of a MURAL whiteboard for FGDs