This project was inititiated by Professor Dara O'Rourke (Environmental Labor & Policy Dept. at UC Berkeley) and Dr. Alastair Iles to address the need for consumers to know where the products they're buying come from, how they were made and what impacts these practices have made on the environment and communities. The aim of this user needs and assessment project would be to learn more about our targeted users purchasing behaviors and preferences, and to find out what kinds of information would be useful in enabling them to make informed purchases. This project aims to empower consumers by giving them access to a richer set of information from which to base their buying decisions. This data will help consumers decide on the most appropriate purchases according to their needs and values.