Enabling sustainable consumer choices with CarbonShunya: India’s first solution to measure and mitigate carbon impact of consumer transactions in real-time**The views expressed in this paper are solely those of the authors and do not necessarily represent the views or policies of the organization(s) to which the authors are affiliated. This work is an independent effort to support collective action to

Abstract

Abstract Among the myriad challenges facing humanity, air pollution and climate change emerge as the most formidable existential threats to our future. Ironically, both these are direct fallouts of human activities such as indiscriminate consumption of consumer products/services and burning of fossil fuels. Purchase of consumer goods in 2024 is projected to be in excess of $22.6 trillion worldwide. How these consumers buy, use or dispose consumer goods will profoundly impact all life on the planet. Therefore, it is an imperative to embed sustainability in every Rupee of consumer spending. Hence a robust digital solution, CarbonShunya, has been developed with the purpose to empower a billion consumers to make sustainable purchase and lifestyle choices. CarbonShunya is India’s 1st solution that can measure and mitigate the Greenhouse Gas (GHG) footprint of consumer transactions in real-time. It provides consumers with actionable insights at the point-of-purchase and post-purchase to shape a shift in consumer beliefs, attitudes and behavior. This paper presents the methodology, assumptions and processes which have been adopted to develop the CarbonShunya life-cycle assessment framework and solution in Indian context. It also presents a case study, using the CarbonShunya framework, to measure and mitigate GHG impacts of monthly consumer expenditure on several categories of products/services across various states of India, based on a primary survey of over 174 000 households. The results from the case-study provide actionable insights and conclusions for policymakers and practitioners. CarbonShunya has cross-cutting applications across sectors so as to enable consuming economies to embrace conserving behaviors.