Print Email Facebook Twitter Online Co-Creation for Sustainable Food Consumption in Vietnam Title Online Co-Creation for Sustainable Food Consumption in Vietnam Author Van Vliet, A.K. Contributor Crul, M.R.M. (mentor) De Koning, J.I.J.C. (mentor) Doan Minh, Q. (mentor) Faculty Industrial Design Engineering Department Design Engineering Programme Master of Science Design for Interaction Date 2014-12-18 Abstract The Vietnamese middle class is growing and the agricultural sector uses pesticides and fertilizers to produce an increasing amount of food. The food quality in urban areas is low, and consumers believe that the current quality of the food is a threat to their health and especially to young children’s development. So consumers are motivated to choose more sustainable products, but the availability of sustainable products on the Vietnamese market is low and few people know where to find them. Moreover, (eco/organic) labels are not always trustworthy, or trusted and local brands are regarded as low quality. i-Nature is a company that produces and sells sustainable meat and vegetables. Sustainable farming does not only prevent harm to the environment but offers healthier working conditions for the farmers and of course healthy products for consumers. i-Nature’s ultimate goal is to teach many farmers to use their farming techniques, so they will be implemented and sustained on a big scale in Vietnam. Co-creation is the collective creativity of a company and its customers in the development of products, services or solutions. The goal of this graduation assignment is to design a digital co-creation tool for i-Nature, that enables (1) developing products and services together with customers, (2) gaining mutual insights between the company and customers, (3) gaining customers’ trust in the company, and (4) making their food consumption behaviour more sustainable. The focus on digital co-creation is based on two trends: First, the Vietnamese make extensive use of the internet for social media and comparing products. Second, researching brands is one of their main activities; the openness to brands and interaction online is the highest in all of Asia. Insights from the analysis phase showed that (1) customers have a lot of input and reaching a conceptual level with co-creation (the idea, details about the use, customer concerns and implementation) is possible. (2) The customers need to learn about sustainable farming to understand why in the first years, harvest quality will vary, and that i-Nature needs their support to have a chance to produce sustainable food of stable quality in a few years from now. i-Nature needs to know customers’ preferences when developing products and services, so the company can focus their limited time and budget on the most effective improvements and have competitive advantage. Specific for trusting i-Nature (3) is that customers want to see for themselves that the production process is indeed free from chemicals, that the animals do not get antibiotics or growth hormones, and that the water quality is controlled. Next to that, they need to be able to trust the farmers; will they stick to the sustainable techniques when i-Nature employees are not at the farm? Once the trust is gained, a lack of convenience keeps potential customers from purchasing i-Nature food, because they are currently used to buy fresh food every morning from the street markets in their neighbourhood. In the ideation phase, different forms of online co-creation have been tested. It turned out that it is very difficult to entice (potential) customers to participate in online co-creation with i-Nature; the willingness of both potential and existing customers of different backgrounds to spend time online on topics related to sustainability or food is low. In the conceptualization phase these problems have been solved by relating digital co-creation to a physical activity and by having clear benefits for the target group. The final concept has been tested and further developed into an app that enables potential customers to find out for themselves during a farm visit whether products are produced in a sustainable way, and that enables i-Nature to maintain a connection with potential customers afterwards and to gain customer insights. The potential of digital co-creation in the context of sustainable food consumption turned out to be limited, but as part of the design goal it did lead to a tool for co-creating data on the trustworthiness of a supplier, by customers, independent of subjective parties and without the need for expertise on sustainable farming. The i-Nature Sustainable Food app, and especially the Clean Food Check function can contribute to consumers’ understanding of sustainable agriculture, and it can help the truly sustainable food supplier gain trust. The app can give i-Nature the necessary customer insights to improve their offer and service to get a stronger competitive position on the Vietnamese food market. Subject co-creationvietnamsustainableconsumption To reference this document use: https://doi.org/10.4233/uuid:f5eed58b-ca2c-438f-9601-9a13ca3824b0 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2014 Van Vliet, A.K.