Eco pride: Design and behaviour change

For a Design & Behaviour Change course, I co-design an alternative grocery shopping experience that supports people in making more eco-friendly purchasing decisions. The concept combines multiple behaviour change principles (such as nudging, feedback, facilitation, social norms, and commitment) to make sustainable choices easier and more appealing. A key part of the experience is a “eco pride basket” option selected at a terminal, where shoppers can commit to more sustainable shopping and receive eco-friendly product alternatives for items in their basket. By embedding behavioural interventions directly into the shopping flow, the project demonstrates how design can meaningfully influence everyday sustainability habits.