A starting point for raising awareness about eco-friendly products
Awareness Start is a platform that helps consumers start to raise awareness about environmentally friendly products and become more environmentally conscious. This platform leads the consumers to naturally obtain the environment-related information based on their living habits, by arousing empathy and collectivism. It inspires consumers to become more motivated and contribute their effort in the area of daily consumption.
The platform could be a non-independent feature which can be embedded in current loyalty programs such as Deutschland Card, payback, and others. It could also develop its own independent loyalty program.
Consumer goods such as chemical products, rubber, plastic, paper and textiles have a negative impact on the environment at each stage of the life cycle. From the extraction of raw material, through use and recycling, these goods consume much energy and emit a large amount of pollution. However, the usage of the environmentally friendly products has much less of a negative impact on the environment.
Consumers may hold a positive attitude towards environmentally friendly products, but they may not actually transform these values into actual behavior. Especially the people who don’t have valuable ecological buying habits and are not aware of the importance of environmentally friendly products. These people often neglect the environmental impact of goods in daily life. For them, the channels for receiving information about environmentally friendly products are narrow and not effective enough.
From the customers’ standpoint, they are not used to initiatively read or search related information before or during purchase, due to the original living habits and lack of eco-literacy knowledge, which makes it difficult for them to identify which products are eco-friendly and which are not. At the more concentrated viewpoint, the green marketing and advertising fail to build a trustworthy relationship between eco-friendly products and consumers, which result in the suspicion that eco-friendly performance is only a selling point rather than real benefit to the environment, not to mention raising awareness about the impact of consumer goods.