Evaluating Environmental Consciousness Amongst Users of a Video Creation Service

Sammanfattning: The increasing levels of comfort have caused an increased electricity consumption over the last couple of years, leading to an increase in carbon dioxide emissions. At the same time, the interest and awareness regarding sustainability and climate change is growing, imposing a pressure on companies to incorporate sustainable businessmodels in their business. While the new levels of comfort might be difficult to change, bringing awareness to one's consumption and its' impact is still possible and can bedone through an Eco-Feedback Technology. However, this requires an understanding of the users' environmental consciousness and willingness to adapt their behaviour. To understand the effect that the environmental consciousness has on the design of an Eco-Feedback Technology and the risks and benefits said technology may pose on abusiness, interviews were conducted and a survey was distributed to gain an understanding of the environmental consciousness of the users of an video creationservice. The results were analysed using theoretical frameworks concerning environmental consciousness and the value-action gap. Additionally, experiments were conducted to calculate the environmental impact of the video creation process. The results indicated a high overall environmental consciousness amongst the users. However, the consciousness was found to be lower regarding the impact of electricity consumption and video creation. This suggests that the consciousness is dependent on the context of the users and the three aspects of consciousness should be viewed separately too, upon which the Eco-Feedback Technology should be adapted. Additionally, the users were not fully convinced an increased awareness would cause a behavioural change, suggesting a gap between attitude and action. The two mainbarriers for the gap were identified as lack of information and shift of responsibility which should be targeted by the Eco-Feedback Technology