Sustainable Dining through a Web 3.0 Measure, Record, Validate model of Habit Tracking
DOI:
https://doi.org/10.5281/zenodo.14231059Keywords:
sustainability consumption, intent-action gap, habit tracking, measure-record-validate, web 3.0, cognitive dissonance, FinlandAbstract
Our objectives were to determine whether a habit tracking app based on the web 3.0 functionalities of Measure, Record, and Validate (MRV) could help in overcoming cognitive dissonance of putting sustainability intention into action through making positive choices on food consumption. Our study was conducted in two parts: first through conducting quantitative surveys completed by over 92 participants in an Open University MOOC called Sustainable Consumption in collaboration with Unicafe catering and University of Helsinki for four academic semesters; and second by conducting a quantitative survey filled by 49 participants over 3 days at the food garden of Provinssi Rock music festival in central Finland. Our results demonstrate that a flexitarian diet is appealing, and participants were positive toward a habit-tracking solution to form data-orientated insights about individual and collective sustainability impact. We also gain evidence that there is a knowledge gap that needs to be addressed between sustainability data and citizens’ knowledge. Our results demonstrate that further developing a Web 3.0 based solutions on the MRV model can reinforce sustainable meal choices consistently through personal data tracking, and help fill the gap between citizens’ sustainability intentions and their consumption choices.
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