Abstract
(Englisch)
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The TealHelix advances the state-of-the-art by proposing a more precise and targeted approach – empowerment through personalizationand inclusion. Using the underlying logic of motivational matching, we will develop a number of new labeling approaches and digitalsocial innovations to guide and improve consumer decision-making. Such an approach will also enable us to address resistance tosustainability ideas and tailor our interventions to the heterogeneity in individual needs of vulnerable consumers. Combining insights fromlife cycle, social and economic environments analysis, measurement, and consumer behavior theories, we will develop a new measure toassess how individual and planetary preferences for various sustainability dimensions can be aligned to reach sustainability goals. Next,we will test a number of means of transmission: traditional labeling approaches, digital and brick-and-mortar retail labeling approaches,and smart labeling approaches. To sustain and scale the change, we will develop integrity guidelines and new sustainability informationprovision standards for the industry. We will leverage the interdisciplinary and transdisciplinary competencies of the consortium inmarketing, consumer behavior, psychology, environmental, information sciences, as well as in communication, retailing, and standardsettingindustries. The project will generate multiple novel methods to study labeling approaches and original empirical evidence throughmachine learning-based 'big data' analysis, large-scale surveys, experience-sampling and micro-level experiments. Finally, we willintegrate the findings into digital social innovations powered by AI tools to support labeling solutions. As a result, we will providea deeper understanding of how various external environments shape attitudes and beliefs towards food sustainability labeling, how tomotivate consumers to follow sustainable labeling guidelines, and how to include the ones who are in greatest need.
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