Scenario analysis of greenhouse gases reduction by changing consumer's shopping behavior

Existing research shows that lifestyle changes and sustainable consumption play an important role in global warming mitigation. One way to alter consumer behavior and make it more environmentally responsible is to enhance communication between all stakeholders, that is, producers, retailers, and consumers. This paper evaluates the GHG reduction potential of changing daily shopping behavior through behavioral transformation. Behaviorally transformative actions in this context cover select foods and daily necessities, and are analyzed here from a life cycle assessment perspective. We developed multiple product selection scenarios to evaluate GHG emissions related to the purchase of daily commodities. Based on life cycle assessment, we estimated GHG emissions from production and distribution both in terms of current product selection and possible improved selection. Among other results, our study shows that due to seasonal consumption and energy conversion, greenhouse fruits and vegetables have high potential to reduce GHG emission. The GHG reduction potential of each individual commodity is not high because daily commodities consist of a number of goods. However, combinations of various actions can achieve a high reduction potential.