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Research Scope
Replenish Earth is a UK-based startup building a sustainable e-commerce platform. It aims to address systemic issues of increasing consumerism and the sustainability of the planet. The project studied online purchasing behaviours of the people on the major e-commerce platforms and how they are causing more impulsive consumer/user behaviours.
Project objectives
To identify the factors behind the prevalent user behaviours during online purchases, and the factors that stop them from considering its environmental impact
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Methodologies​
Total of 44 participants - Qualitative research including contextual inquiry, ethnography, card sorting
A participatory workshop on "Conscious Re-engagement" - to reveal the cognitive biases, conducted on 32 participants
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Impact
Successful identification of the cognitive biases that majorly cause impulsive users' online behaviours i.e. Anchor bias, scarcity bias, and confirmation bias.
Formulation of REI (Replenish Earth Index) to prompt sustainable behaviour
Deliverable
The Replenish Earth Index (REI) was crafted for products, which will be highlighted on the platform to positively reinforce sustainable behaviour
3 digital solutions were developed i.e. a browser extension, a mobile application, and a web version for suppliers and buyers
Our research findings revealed the biases behind the consumers' decisions making
A more comprehensive strategy was formulated to alter the fundamental influence shaping consumer behaviour
Three deliverable included an ecommerce platform, browser add-ons and a mobile app