The event began with a presentation of the GUARDIANS project, its technologies, and a presentation on mindful eating. After that, a workshop activity titled “How Purchase Decisions Influence Resources and Their Environmental and Social Impact on the Territory” engaged all the participants.
Participants – consumers, facilitators, and project partners – were divided into three groups, each tasked with discussing different key aspects of consumer purchasing behaviour:
- Main Purchase Motivations on Food Products – Exploring the factors that drive consumer decisions when buying food products.
- Benefits and Barriers of the 9 Guardians Technologies to Motivate Consumer Purchase – Identifying the advantages and challenges of the Guardians projects in encouraging sustainable consumer choices.
- Real Purchase Intention of the Individual User – Identifying personal purchase intentions through a questionnaire relating the project technologies to their decisions as consumers
Key outcomes highlighted that the type of product influences the criteria for consumers’ decisions. In addition, when it comes to the relation between consumer choices and technologies, consumers would need more information about the benefits they could have in terms of sustainability, efficiency and product quality.
Effective communication could play a significant role in influencing their purchasing decisions. For a price increase to be accepted, it is essential that technology providers address concerns about a lack of awareness and perception of product value by focusing on a clear marketing and educational strategy.
The workshop fostered insightful discussions and highlighted important factors influencing consumer choices, as well as the role of initiatives like the GUARDIANS projects in promoting sustainability within local communities.
