Viable Cities Logo

Smart and climate-conscious grocery store

for tomorrow's consumers and society

The goal of the study is to understand how environmental information about different foods together with smart approaches (nudging) can change the buying behavior of the consumer, to reduce climate impact in the city. It is about methods and parameters important for attracting more people to consciously or unconsciously buy more environmentally/climate-smart food. 

Vibrant cities that encourage sustainable lifestyles require innovative solutions that make it easier for consumers to make the right choice. is an innovative e-commerce player that wants to develop solutions to reduce the climate impact of food consumption. 

The City of Gothenburg participates as a representative of the citizen and the city, the Swedish School of Economics (GU) with research expertise in Nudging. RISE are experts in the climate impact of food and behavioral science. The RISE climate database for food is central to the feasibility study to identify decision choices that provide significant climate benefits. 

The initiative consists of mapping, nudging experiments, online surveys and project workshops.


  • Project leader: Britta Florén, RISE (Research Institutes of Sweden)
  • Partners: RISE Agriculture and Food (Research Institutes of Sweden), AB, School of Business, Economics and Law at the University of Gothenburg, Municipality of Gothenburg.
  • Total budget: SEK 600 000
  • Grant requested: SEK 300 000
  • Start date: 2018-09-01 
  • End date: 2019-08-31
  • Type of action: feasibility study
    nudging, consumption, e-commerce, food, buying behavior, climate impact, innovation.