Envirofy your Shop: Development of a Real-time Tool to Support Eco-friendly Food Purchases Online

BSTRACTA third of global greenhouse gas (GHG) emissions are attributable to the food sector, however dietary change could reduce this by 49%. Many people intend to make eco-friendly food choices, but fail to do so at the point-of-purchase. Educating consumers on the environmental impact of their choices during their shop may be a powerful approach to tackling climate change. This paper presents the theory- and evidence-based development of Envirofy: the first eco-friendly e-commerce grocery tool for real shoppers. We share how we used the Behaviour Change Wheel (BCW) and multidisciplinary evidence to maximise the likely effectiveness of Envirofy. We conclude with a discussion of how the HCI community can help to develop and evaluate real-time tools to close intention-behaviour gaps and ultimately reduce GHG emissions.