Guiding Green Choices: How Digital Tools Support Sustainable Consumption and the EU Bioeconomy

Consumers increasingly express a desire to align their purchases with their personal sustainable values. However, navigating the complexities of eco-labels, product lifecycles, and environmental and societal impacts can be challenging. In its latest report, the European research project 3-CO has investigated the role of digital tools in empowering consumers to make more informed and sustainable choices. This article presents key findings from the project’s research, offering actionable guidelines for industry professionals and researchers seeking to leverage digital solutions for a circular economy.

The quest for consumer clarity: what drives sustainable purchasing?

The 3-CO research team delved into understanding consumer needs and motivations related to sustainable purchasing. Through extensive research, surveys, and focus group interviews, the project team identified several key drivers:

• Demand for transparent information: Consumers are seeking verifiable, easily accessible and easy to understand data on the environmental footprint of products, from raw material sourcing to end-of-life disposal. Generic “eco-friendly” claims are no longer sufficient nor compliant with the Green Claims Directive – consumers want specific and reliable information.

• Trustworthy labels and certifications: Recognised and well-known eco-labels and certifications play a crucial role in building consumer confidence. However, consumers need tools to help them understand the meaning behind these labels and ensure their validity. Which criteria are checked and what impact does the product have on the environment, the people involved in the value chain and society at large?
• Desire for practical guidance: Consumers are looking for actionable tips and advice on how to make more sustainable choices in their daily lives, including product selection, usage habits, and disposal methods.

Key features of effective digital solutions: insights from consumer feedback

Based on extensive research, the 3-CO project identified several key features that enhance the effectiveness of digital tools to promote sustainable purchasing:

• One key feature is offline functionality. The ability to access product information, even without an internet connection, is essential for convenience and everyday real-world usability. This allows consumers to make informed decisions regardless of their location or connectivity, for example in a store or large warehouse.
• AI-powered label recognition also emerged as a valuable capability. Tools that can quickly and accurately identify eco-labels through image recognition can streamline the purchasing process and provide consumers with instant access to relevant product information.
• Another import factor are community features that can enhance the user experience. Online platforms that allow consumers to share reviews, tips, and recommendations with likeminded people can foster a sense of community and encourage the adoption of sustainable practices, while encouraging each other’s change in behaviour and introducing new pathways.
• Personalised recommendations, tailored to individual consumer preferences and needs, can increase engagement and drive behavioural change. By providing customised suggestions, digital tools can help consumers make sustainable choices that align with their specific lifestyles and individual needs.

Implications for businesses and researchers

These findings offer several key takeaways for both industry professionals and researchers. Businesses are well advised to focus on transparency and traceability, invest in sustainable product design, and collaborate early on with digital solution providers to better reach eco-conscious consumers.

At the same time, researchers should prioritise the research on the efficiency of digital innovations, explore the potential of AI and other technologies to enhance sustainability data, and develop standardised metrics for measuring environmental impact in a holistic way.

The key objective lies in integrating digital technologies to bridge the gap between consumer intention and actual sustainable action, paving the way for a circular (bio)economy that benefits both people and the planet.

Read the full “Report on smart digital solutions to support sustainable purchasing decisions” here: https://3co-project.eu/wp-content/uploads/2025/01/3-co_d2.4_digital_solutions.pdf

Webinar on digital solutions developed in EU-projects

The 3-CO project is currently developing an app decoding the information of EU sustainability and eco labels in order to foster sustainable consumption of bio-based products. Here, the development of the prototype of the 3-CO digital solution revealed several challenges that offer valuable lessons for future initiatives:

• Addressing the Data Deficit: A significant hurdle was the lack of a comprehensive, publicly available database of eco-labels. This underscores the need for data sharing and collaboration among stakeholders.
• The AI Training Challenge: Training AI algorithms to accurately recognise eco-labels requires substantial data and ongoing refinement. Creative approaches, such as data augmentation, may be necessary to overcome data limitations.
• Maintaining Data Integrity: Ensuring the accuracy and reliability of product information is crucial for building consumer trust and avoiding “greenwashing”.

On 8 April 2025 from 13:00-14:30 CET, 3-CO together with the EU-funded project BioReCer is hosting the webinar “Digital solutions for a bio-based future: empowering companies and consumers“. Six EU-projects will present innovative digital solutions. 

With the following top experts:

• Armand Carreras (3-CO)
• Romain Magnani (BioReCer)
• Luana Ladu (BiobasedCert Cluster – includes the three projects SUSTCERT4BIOBASED, STAR4BBS, and HARMONITOR)
• Poojan Timilsina & David Nettleton (Bioradar)

To learn more about the 3-CO project, visit https://3co-project.eu

Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or European Research Executive Agency. Neither the European Union nor the granting authority can be held responsible for them.

Source

3-CO, BioReCer project, original text, 2025-03-31.

Supplier

3-CO Concise consumer Communication
BioReCer
European Union

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