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.

Sustainable consumption plays an important role in the mitigation of global warming and the conservation of energy. Promoting more environmentally responsible consumer behavior, especially through open communication between stakeholders, is one way to achieve low-carbon consumption. This study evaluates the potential for reducing greenhouse gas (GHG) emissions through behavioral transformation of consumers in terms of their daily shopping habits. In this context, the behavioral transformative actions pertain to certain foods and daily necessities, and are analyzed from a life cycle assessment perspective. We developed multiple product-selection scenarios to evaluate GHG emissions related to the daily purchase of commodities. Based on the life cycle assessment, we estimated the GHG emissions that result from the production and distribution of these commodities, pertaining to both the current product selection and to a possibly improved selection. The results of our study show that because of seasonal consumption patterns and energy conversion, there is a substantial potential to reduce GHG emissions resulting from outof-season produce cultivation. The GHG reduction potential is not high for each individual commodity because diverse commodities are needed on a daily basis. However, various actions in combination could have substantial potential for reducing emissions.

The value chain and corresponding supply chain have been developed depending on an economy that requires high greenhouse gas (GHG) emissions. This problem needs to be solved and drastic changes are needed. Suppliers have been taking a variety of measures, albeit within the ranges of their present value chains, in response to societal demands and following or pre-empting government requests. Meanwhile, consumers also find behavioural change difficult, even though they are aware of eco-friendly purchasing. We designed a mutual learning platform as a place to rebuild the divided relationship between consumers and suppliers and conducted an in-store experiment at a supermarket. Through the experiment, we examined the effectiveness of the mutual learning platform.