Buying the ‘Right’ Thing: Designing Food Recommender Systems with Critical Consumers

Critical consumerism is complex as ethical values are difficult to negotiate, appropriate products are hard to find, and product information is overwhelming. Although recommender systems offer solutions to reduce such complexity, current designs are not appropriate for niche practices and use non-personalized intransparent ethics. To support critical consumption, we conducted a design case study on a personalized food recommender system. Therefore, we first conducted an empirical pre-study with 24 consumers to understand value negotiations and current practices, co-designed the recommender system, and finally evaluated it in a real-world trial with ten consumers. Our findings show how recommender systems can support the negotiation of ethical values within the context of consumption practices, reduce the complexity of finding products and stores, and strengthen consumers. In addition to providing implications for the design to support critical consumption practices, we critically reflect on the scope of such recommender systems and its appropriation.