Guiding consumer behavior to reduce GHG emissions
KnowCarbon will gather existing GHG emissions data in order to develop tools and concepts to support climate-friendly consumer and investor behavior. With regards to consumers, this data will be turned into easy-to-digest, comparable, and action-orientated information to create a meaningful impact on the purchasing decisions of the average consumer. Similarly, KnowCarbon will identify the most effective ways and design tools to reach mainstream investors. The project aims to go beyond merely informing the consumer, but to fully take into account that decision-making is not only based on rational factors and to explore how to shape decision-making environments that will lead to more sustainable purchasing behaviours.
Pathfinder – explores relevant climate areas to identify and prioritise innovation opportunities
CDP; South Pole Carbon, South Pole Climate Neutral Investments; University of Wageningen
Pan-European, co-ordinated from Germany