Exploring user experiences and behavioural change with online sustainability tools: A qualitative longitudinal interview study

• DOI: 10.31234/osf.io/gnhk7_v2
• Publication Date: 2025-03-12T15:05:07Z
• Authors: Jenn Hudson; Angela Rodrigues

The warming of Earth’s surface temperatures poses a serious threat to the Earth’s ecosystem. In 1996, world leaders agreed to limit this temperature rise to a maximum of 2°C above pre-industrial levels, while aiming to keep warming below 1.5°C. In order to achieve this, changes the consumption behaviours of households and individuals are needed. To encourage such change, websites have emerged which attempt to persuade individuals to adopt more sustainable behaviours. This study explores twenty participants’ experiences using such websites. The study employs a qualitative, longitudinal design, and utilises the think aloud method to examine the experience of using two web-based tools, Get-Greener and Climate Hero. The study also investigates participants’ reflections on the sustainable behaviours recommended by these tools. During the two-week period, eight participants made small behavioural changes, six of which were recommended by the tools. Key findings highlight the importance of persuasive design elements: feedback on current behaviour via footprint calculations, customised recommendations that consider personal circumstances, and ongoing support are valued by participants. Participants preferred small, easy-to-implement ideas, highlighting barriers to larger-scale changes such as cost, limited access to sustainable alternatives, logistical issues, and a lack of clarity about what is sustainable. Despite a general desire to adopt sustainable practices, intrinsic motivations such as convenience and financial considerations often outweighed pro-environmental intentions. Additionally, government leadership and social norms significantly influenced attitudes toward sustainability. Participants expressed a need for clearer guidance and collective societal support to overcome these challenges.