Emilie Vrain of the iDODDLE team, along with Brendan Lawson (lead author) and others at Loughborough University have a new paper in Big Data & Society which explores how people engage with personalised carbon footprint feedback. We worked with 10 households in Oxfordshire using the Too Good To Go app, focusing on the “CO2e avoided” metric. Despite a 28-day trial and interviews, most participants found the data confusing, untrustworthy, or too abstract – and it had little impact on their app use. The study suggests we cannot assume that personalised climate data will change behaviour. Instead, it must be transparent, clearly linked to specific actions, and mindful of how responsibility is communicated.
Read the whole article here.