Periodic Reporting for period 1 - 3-CO (Concise Consumer Communication through Robust Labels for Bio-based Systems)
Berichtszeitraum: 2023-02-01 bis 2024-07-31
The main goal of 3-CO project (Concise Consumer Communication through Robust Labels for Bio-Based Systems) is to develop and demonstrate viability of a supportive framework for Label and Certification Schemes (LCS) on Business-to-Consumers (B2C) communication for industrial bio-based products (BBPs) that enables and supports consumers to make more sustainable purchasing choices.
The project aims to improve the sustainability performance and competitiveness in the bio-based systems. The focus is on consumer-oriented labelling options for industrial BBPs that are sustainable and circular. The supportive framework will consist of actionable guidelines for LCS owners that reflect consumers’ and other stakeholders’ needs, digital solutions to support better-informed decision-making processes of consumers and policy recommendations on deploying social measures.
The project aims to improve the sustainability performance and competitiveness in the bio-based systems. The focus is on consumer-oriented labelling options for industrial BBPs that are sustainable and circular. The supportive framework will consist of actionable guidelines for LCS owners that reflect consumers’ and other stakeholders’ needs, digital solutions to support better-informed decision-making processes of consumers and policy recommendations on deploying social measures.
In the beginning, ten bio-based value chains, which will be the focus of various 3-CO activities were selected. The selection criteria ended up to the final selected bio-based products: 1) baby clothing, 2) T-Shirts, 3) shampoo, 4) wooden houses (cross laminated timber or wooden frame houses), 5) Furniture, 6) cosmetics (make-up, etc.), 7) biodegradable plant pots, 8) bio-based plastic toys, 9) bio-based PET/PEF bottles, and 10) mattresses. Next, the project proceeded with the selection of 25 LCSs assessing the sustainability of BBPs across the selected product groups.
The project continued by assessing current and potential environmental and social indicators to be included in B2C LCS of the selected bio-based value chains. In addition, the robustness and effectiveness of LCS is assessed by implementing a literature review, benchmarking, and conducting interviews. Also, the work towards the direct and indirect costs of getting certified by LCS and the relevance of the labels, has been started.
In parallel to the selection of value chains and LCS , 3-CO investigated consumer behaviour towards sustainable products, with a particular focus on factors affecting the purchasing behaviour, and factors that are hindering the consumers to purchase sustainable products.
Moreover, to support the consumer surveys, 3-CO examined how to ensure that voluntary labels and certification schemes properly inform consumers about their sustainability. The focus was on the identification of best practices in communicating sustainability to consumers on products via labels. That part of the research identified situations where certain practices will bring most benefits to consumers or be less effective.
Based on the earlier studies in 3-CO, a quantitative survey tool was developed. It included a scale for segmenting consumer attitudes towards sustainability and statements for identification of factors determining consumers’ willingness to purchase bio-based products. Three consumer segments were identified based on consumer survey data and representatives from two of them were invited to participate in the co-creation process. Qualitative focus group discussions were conducted in 4 countries. These discussions delved deeper into the factors affecting consumer behaviour and their willingness to buy bio-based products. The co-creation workshops generated several ideas for digital solutions to support bio-based purchasing. Three mock-ups of digital solutions were developed and then evaluated by consumers. As a result, the most preferred digital mock-up was selected, along with a list of detailed recommendations.
3-CO is also aiming to assess measures for social engagement/innovation supporting various actors to switch towards socially and environmentally responsible behaviour. The aim is also, to provide recommendations on how to deploy the measures and to establish innovative governance models contributing to reduced resource consumption. For this, inspirational good practice examples of social innovations from across Europe is collected. The most relevant ones will be developed into good practice factsheets.
3-CO project has also started monitoring policy development. The aim is to analyse the policy landscape and identify recommendations on designing a supportive policy framework through future EU policy reforms. The work is just started and will be continued through desk research and interviews.
The project continued by assessing current and potential environmental and social indicators to be included in B2C LCS of the selected bio-based value chains. In addition, the robustness and effectiveness of LCS is assessed by implementing a literature review, benchmarking, and conducting interviews. Also, the work towards the direct and indirect costs of getting certified by LCS and the relevance of the labels, has been started.
In parallel to the selection of value chains and LCS , 3-CO investigated consumer behaviour towards sustainable products, with a particular focus on factors affecting the purchasing behaviour, and factors that are hindering the consumers to purchase sustainable products.
Moreover, to support the consumer surveys, 3-CO examined how to ensure that voluntary labels and certification schemes properly inform consumers about their sustainability. The focus was on the identification of best practices in communicating sustainability to consumers on products via labels. That part of the research identified situations where certain practices will bring most benefits to consumers or be less effective.
Based on the earlier studies in 3-CO, a quantitative survey tool was developed. It included a scale for segmenting consumer attitudes towards sustainability and statements for identification of factors determining consumers’ willingness to purchase bio-based products. Three consumer segments were identified based on consumer survey data and representatives from two of them were invited to participate in the co-creation process. Qualitative focus group discussions were conducted in 4 countries. These discussions delved deeper into the factors affecting consumer behaviour and their willingness to buy bio-based products. The co-creation workshops generated several ideas for digital solutions to support bio-based purchasing. Three mock-ups of digital solutions were developed and then evaluated by consumers. As a result, the most preferred digital mock-up was selected, along with a list of detailed recommendations.
3-CO is also aiming to assess measures for social engagement/innovation supporting various actors to switch towards socially and environmentally responsible behaviour. The aim is also, to provide recommendations on how to deploy the measures and to establish innovative governance models contributing to reduced resource consumption. For this, inspirational good practice examples of social innovations from across Europe is collected. The most relevant ones will be developed into good practice factsheets.
3-CO project has also started monitoring policy development. The aim is to analyse the policy landscape and identify recommendations on designing a supportive policy framework through future EU policy reforms. The work is just started and will be continued through desk research and interviews.
In 3-CO there are five key exploitable results identified, and the research related to all of them has been progressed as follows:
To develop comprehensive methodology to assess LCS for BBPs, 3-CO has been benchmarking selected LCS that are related to communicating sustainability criteria to consumers. Moreover, 3-CO has researched and identified good and best practices in communicating sustainability to consumers on products via labels. A list of criteria was developed to be applied to selected LCS and recommendations to various stakeholders was developed.
The work towards developing guidelines on design of B2C labelling for bio-based products has proceeded by identifying a significant research gap in how digital solutions can support consumers in their sustainable purchasing behaviour. The results so far also provide recommendations on what information should be communicated to consumers. Besides, quantitative research identified the factors that differentiate consumers who purchase bio-based products from those who are not likely to do so. These results will be further utilised in developing the guidelines for B2C labelling.
In the development of digital smart solutions, 3-CO project has achieved significant advancements beyond the current state of the art in several other areas such as developing comprehensive databases, creating sophisticated AI algorithm for label identification, utilising an innovative data collection method and creating a user-centred app design.
To ensure that policy recommendations are both practical and impactful comprehensive, the evaluation of social innovation examples and stakeholder engagement through targeted interviews as well as a web-based survey has been implemented. This work is still ongoing.
All the above-mentioned advancements have been enabled through collecting research data on LCS, consumer behaviour and social measures. New scientific data, scientific publications, research gaps and support for regulations have already been achieved, and the work will continue.
To develop comprehensive methodology to assess LCS for BBPs, 3-CO has been benchmarking selected LCS that are related to communicating sustainability criteria to consumers. Moreover, 3-CO has researched and identified good and best practices in communicating sustainability to consumers on products via labels. A list of criteria was developed to be applied to selected LCS and recommendations to various stakeholders was developed.
The work towards developing guidelines on design of B2C labelling for bio-based products has proceeded by identifying a significant research gap in how digital solutions can support consumers in their sustainable purchasing behaviour. The results so far also provide recommendations on what information should be communicated to consumers. Besides, quantitative research identified the factors that differentiate consumers who purchase bio-based products from those who are not likely to do so. These results will be further utilised in developing the guidelines for B2C labelling.
In the development of digital smart solutions, 3-CO project has achieved significant advancements beyond the current state of the art in several other areas such as developing comprehensive databases, creating sophisticated AI algorithm for label identification, utilising an innovative data collection method and creating a user-centred app design.
To ensure that policy recommendations are both practical and impactful comprehensive, the evaluation of social innovation examples and stakeholder engagement through targeted interviews as well as a web-based survey has been implemented. This work is still ongoing.
All the above-mentioned advancements have been enabled through collecting research data on LCS, consumer behaviour and social measures. New scientific data, scientific publications, research gaps and support for regulations have already been achieved, and the work will continue.