@phdthesis{Fradera, type = {Bachelor Thesis}, author = {Alicia Fradera}, title = {The potential of Persuasive Technology in the field of sustainable food consumption}, url = {https://nbn-resolving.org/urn:nbn:de:bsz:900-opus4-66445}, abstract = {Climate change is one of the greatest societal challenges of our time. The global food production alone accounts for 26\% of global greenhouse gas emissions. Without dietary changes, the challenges of climate protection can hardly be achieved in the food sector. Technology has the ability to significantly change society and it can be used to change people’s attitude or behaviors. The current study investigated the potential of using Persuasive Technology for guiding consumers to implement sustainable food choices. To evaluate its impact, an online grocery store was designed and prototyped using the Persuasive Systems Design model according to Oinas-Kukkonen and Harjumaa. The intended target behavior was to adjust food choices and make sustainable consumption decisions. The target group consisted of individuals between the ages 20 and 34 years. The iterative approach of the empirical study was divided into four parts: First, the requirements of the target group were analyzed. Then a concept of the grocery online shop was developed using the design principles of the Persuasive Systems Design model. The concept Foodprint was prototypically implemented and consequently, evaluated via A/B testing with target users. Two high-fidelity prototypes were similarly structured with the only difference that Prototype A contained persuasive elements. Prototype B was intended to collect comparative data in the user tests. Ten individuals of the target group evaluated the prototypes and their impressions of the concept and food choices were examined to assess the impact of the Persuasive Systems Design model. The data were analyzed qualitatively as well as quantitatively. Prototype A – with the persuasive elements – showed a more positive user experience. The evaluation of tests A and B revealed that the persuasive elements were able to influence users to identify sustainable food options. In general, it can be concluded that testers from both tests, A and B, rated the grocery online store as helpful and would be willing using it in the future. However, it became also evident that the target group lacked knowledge to make informed decisions about the environmental impact of their food choices. As observed in the current study, the participants considered it difficult to assess the sustainability level of foods when grocery shopping. Their purchasing decisions relied on labels and erroneous assumptions. These observations indicate the need for more support in making sustainable food choices. The Persuasive Systems Design model had the potential to influence the users in their food choices, suggesting that it may be an option to contribute to environmental protection in the food sector. Over time, consumers may even become more aware of the impact of their food choices and hence, could adjust their purchasing behavior in stationary retail stores.}, language = {en} }