We compared the effectiveness of basket goal-setting to product information strategies on sustainable consumption in a simulated online supermarket. Experiment 1 found a significant effect of basket goal setting techniques with carbon basket feedback in either numerical or graphical form on the carbon content of baskets purchased but no effect of numerical product information alone or in combination with basket CO2 information. Experiment 2 also found that basket goal setting was effective, but found no additional effect of introducing five-colour coding of the carbon footprints of either products or baskets. Experiment 3 found that repeated visits to the online supermarket led to improved learning about product carbon footprint in the basket goal setting condition, which mediated the effect of goal setting on basket carbon footprint. Our results suggest that goal setting techniques with feedback can reduce the carbon footprint of online shopping baskets and facilitate learning about product carbon footprint.

我们在模拟的在线超市中比较了篮子目标设定与产品信息策略对可持续消费的有效性。实验1发现以数字或图形形式的碳篮反馈对购买的篮的碳含量具有显着影响的篮目标设置技术，但单独使用数字产品信息或结合篮CO2信息则没有影响。实验2还发现篮子目标设置是有效的，但没有发现对产品或篮子的碳足迹采用五色编码的其他效果。实验3发现，重复访问在线超市可改善对篮子目标设定条件下产品碳足迹的了解，从而介导目标设定对篮子碳足迹的影响。