Scale-Score: Investigation of a Meta yet Multi-level Label to Support Nutritious and Sustainable Food Choices When Online Grocery Shopping

Abstract: Food consumption is one of the biggest contributors to climate change. However, online grocery shoppers often lack the time, motivation, or knowledge to contemplate a food's environmental impact. At the same time, they are concerned with their own well-being. To empower grocery shoppers in making nutritionally and environmentally informed decisions, we investigate the efficacy of the Scale-Score, a label combining nutritional and environmental information to highlight a product's benefit to both the consumer's and the planet's health, without obscuring either information. We conducted an online survey to understand user needs and requirements regarding a joint food label, we developed an open-source mock online grocery environment, and assessed label efficacy. We find that the Scale-Score supports nutritious purchases, yet needs improving regarding sustainability support. Our research shows first insights into design considerations and performance of a combined yet disjoint food label, potentially altering the label design space.