The Waste and Resources Action Plan (WRAP) is commissioning an evidence assessment on how product sustainability influences buying choices.
WRAP says one way to help consumers make more informed, sustainable purchasing choices is to provide “factual and trusted” information about the sustainability credentials of a product that can help them to compare brands side by side.
This information may sometimes take the form of a label or logo which is displayed at point of sale or information that is provided prior to sale, for example on the internet, and also information accompanying the product on sustainable use and disposal, or information that can be searched out during ownership of the product.
With this in mind, WRAP is commissioning work into understanding the potential that providing objective, factual information about the materials resource efficiency characteristics of a product has to drive more sustainable purchasing.
Defra will use the results to inform policy development and design. WRAP will use the results to inform the development of any delivery programmes that may be requested in future by Defra.
WRAP is managing the project on behalf of the Department for Environment, Food and Rural Affairs (Defra) and will input technical knowledge about electricals, electronics and textiles.
WRAP will assemble a Steering Group comprising WRAP and Defra staff who will use the outputs.
Rather than initiate primary research, WRAP says there is an existing body of research on labelling and information provision and its effects on consumer decision-making – both in academic, so-called “grey” literature and experts with knowledge in this area.
It says it wants to draw this together into a “clear summary” of what is known, the key evidence gaps, and recommendations for future research and is therefore commissioning a rapid evidence assessment (REA).
The REA must focus on the role of objective factual information in changing decision-making behaviour, while recognising that tackling other factors may also be required to secure lasting change.
The primary question that the REA should answer is:
- What evidence is there about the effectiveness of providing factual information on the environmental sustainability of a product in influencing consumer (individual and organisational) buying decisions?
- The secondary questions we would like the REA to answer are:
- Other product information (e.g. brand, type of product, price) and type of consumer?
- What other factors play a role in decisions, which have the most influence, and how do they interact…?
- What factors have played a role in successful schemes?
- What factors have played a role in unsuccessful schemes?
- What, if anything, is required in addition to factual information to positively influence purchase decisions?
- Is there any evidence of unintended consequences?
Defra will use the results to inform policy development and design. WRAP will use the results to inform the development of any delivery programmes that may be requested in future by Defra.
The closing date for questions about the specification is Friday 6 April and for submissions is Monday 23 April 2018.
To express interest, CLICK HERE
