Exploring digital sustainability tools, user experiences and behavioural change: A qualitative longitudinal study

The warming of Earth’s surface poses a serious threat to the Earth’s ecosystem, with the effects already evident in changing weather patterns. In 1996, world leaders agreed to limit climate change and the rise in global mean temperatures to a maximum of 2 °C above pre-industrial levels, while aiming to keep below 1.5 °C. However, the Earth’s global mean surface temperature reached 1.55 °C in 2024, highlighting the urgent need to reduce greenhouse gas emissions and act on climate change. This study examines individuals’ experiences of using digital tools designed to encourage more sustainable behaviours. Using a qualitative, longitudinal research design incorporating the think-aloud method, twenty UK-based participants used one of two websites (Get-Greener and Climate Hero) while reflecting on current behaviours, recommended changes, and attitudes toward sustainability. Over a two-week period, eight participants made small behavioural changes, six of which were recommended by the tools. Key findings highlight valued persuasive design elements: personalised footprint calculations and feedback, tailored recommendations, and ongoing support. Participants preferred small, easily implemented actions, and identified barriers to larger-scale changes, including cost, limited access to sustainable alternatives, logistical challenges, and uncertainty about what products are sustainable. Despite a general willingness to adopt sustainable practices, convenience and financial considerations often outweighed pro-environmental intentions. Additionally, participants’ attitudes toward sustainability were affected by the behaviour and attitudes of government and the people around them. Participants expressed a need for clearer guidance on what changes to make, alongside support through policy and infrastructure changes–such as improved public transport and greater access to sustainable options–to enable behaviour change.