Can AI help us to overcome the value-action gap in sustainable consumption?

It can be difficult for consumers to find products which address their concerns on climate change, human rights, animal welfare etc. Those looking for ethical/sustainable products often have to study and compare detailed product descriptions on multiple products in order to find an appropriate one – making the whole process a time consuming and laborious one.

However there is potentially an opportunity for consumers to short-cut this process through using AI technology as ethical personal shopper for online purchases.

This type of intervention is the core of this project. Researchers are developing the AI technology, testing and piloting with consumers in social labs and on live online retail environments and thirdly, evaluating the sustainability, ethical, social and business impacts.

Potential outcomes of the project are:

the advancement of the theories around the value-action gap
an AI personal shopper technology
a better understanding of the impact of such an intervention will have on shopping behaviours, online retail business and advancement of sustainable consumption Line 1

Research Team

Anna Krettman – PhD Student, CDT for Data Analytics and Society, University of Leeds
Professor William Young – Sustainability Research Institute and Consumer Data Research Centre, University of Leeds
Dr Vania Dimitrova – School of Computing, University of Leeds
Dr Phani Chintakayala – Consumer Data Research Centre, University of Leeds