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Already before joining Design Fiction I was interested in environmental information directed to consumers. In spring 1997 I and few other students from University of Jyväskylä made a project concerning environmental labels.
 
We studied how well different environmental labels were known by consumers. We interviewed c.a. 100 customers in three different shops in the region and asked them to recognise different environmental labels.
 
Results were quite similar to the assumptions we made. Labels were known and environmental concerns were mentioned as one dimension of buying decision.
 
 We noticed that often values or environmental concerns mentioned in first place did not cause any action. When asked when they last time had chosen a product with environmental label most of the people didn't remember.
 
When I joined Design Fiction 1998 I wanted to study more deeply consumption and information.
I made my masters thesis in co-operation with Mlab / Design Fiction -project and University of Jyväskylä. In this study I tried to explore if information society, sustainable development and consumption have common denominators. What are the possibilities for the future?
 
During the process it came up that environmental information should be brought very close to the consumers decision making process and that it should be part of the decision making routines and that modern IT can benefit this development.
 
These findings led me to the design problem: How to make environmental information more easy to use?