The EcoPanel - designing for reflection on greener grocery shopping practices

Abstract

While the purchases of organic food are increasing rapidly, it accountsfor only a small fraction of the total consumption, and there is still abig gap between consumer values awareness and the actual consumption.This article explores how detailed personal feedback could help thehouseholds to gain insight and reflect on their consumption, the textpresents the design process of developing a prototype, the EcoPanel, incollaboration with a major player on the food retail market. Based onthe access to detailed tracking of purchase data, the aim of the designwas to provide relevant feedback to facilitate for reflection on theuser's own food choices. The design prototype is intended to serve as aninstrument for insight and reflection and to bring unconscious aspectsof grocery shopping to conscious awareness. Following a research throughdesign approach, this article describes the interdependent steps indesigning the EcoPanel and design decisions playing a role for users'critical reflection of their food choice practices. It discusses theintention of each module in providing insight. Finally, we discuss how asocial practice perspective may be useful for identifying fruitfulfuture research into the design for more sustainable grocery shoppingpractices