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The consumer in “internal
conflict”2
I’d like to end poverty, stop violence and racism,and get rid of pollution.
Everyone should be equal.
I want to dress in “brand name” clothes,drive a great car, talk on the latest
smart phone, and use my brand new tablet PC
It is about choices3
How we choose?
Classical consumption theory (Neoclassical economics)
• Rational, utility-seeking people who try to maximize
• Same information is available to all consumers
An alternative view (Veblen; Institutional economics)
• People are irrational creatures who chase after social statuseven if this is more costly
• People do not just consume things, they consume symbols
More on the alternative view4
People attempt to mimic the more
“respected” (visible) members of their group in order to
gain more status
Consumption as a symbolic act, through which
people generate meaning and
express identity
Where is the opportunity?5
Consumers’ behaviour
MarketingEducation
Promote sustainability as a mainstream identity of consumers’
choices
UNEP Asia Pacific Conference on
Sustainable Consumption6
Nepal, June 2013
Under the SWITCH-Asia Regional Policy Support Component, UNEP, the Nepalese Government and the Asia Pacific Roundtable on Sustainable Consumption and Production (APRSCP) convened a two-day Technical Workshop on sustainable consumption policies in the Asian region on 20-21 June 2013 in Kathmandu, Nepal. As a platform for dialogue, participants, mainly policy makers and practitioners, discussed the progress of mainstreaming sustainable consumption policies and tools in economic and development policies and poverty alleviation strategies in their countries.
Outlined “Myths” on Sustainable Consumption and Identified policy options.
Myths about Sustainable Consumption
Myth #1: Sustainable Consumption contradicts poverty eradication
Misconception Reality
SC is consuming less It is about consuming for well being.
SC does not support
economic growth.
Sustainable consumption is primarily concerned
with the quality of growth, rather than the
quantity of growth. The World Economic Forum
recently recognised SC as a direction for business.
Myths about Sustainable Consumption
Myth #2: Informed consumers will consume sustainably
Misconception Reality
Consumers are the one driving
demand.
The most influential decisions on the product
are made at earlier stages.
People consume sustainably with
the right information.
People do not always act in a rational manner.
Government advocacy of SC is
against freedom of choice.
Governments already regulate alcohol, for
example, in the interest of public safety and
health, and subsidise fossil fuels.
Infrastructure also plays a major role.
Myths about Sustainable Consumption
Myth #3: Economic growth leads to improved wellbeing
Misconception Reality
GDP/capita is a measure of
welfare and development
In many countries, including in Asia, growth has led to
rapidly increasing inequality.
Countries can “Grow first
and clean up later”.
For local pollution of air and water the situation tends
to improve as countries get richer. But for global issues
like climate change and overuse of resources, there is
no such effect. Lock in plays a stronger role.
Myths about Sustainable Consumption
Myth #4: Small environmental actions lead to big changes
Misconception Reality
Small actions are “entry
points”.
People acting more sustainably in one area (e.g.
buying green products) don’t usually act sustainably in
all areas (e.g. recycling, energy efficiency).
Over time these small
environmental actions will
add up
While sustainable initiatives are growing, the
unsustainable ones are growing at a faster rate.
People do not want
government to develop
strong sustainability
measures.
There is empirical evidence that people take strong
pro-environmental actions if the measures are justified
and fair. Research shows that citizens feel left out
when the extent of the environmental problem is not
fully communicated to them.
Policies for Sustainable Consumption
Policy option 1 - Shifting market practices: promoting sustainable consumption from the supply side
Policy areaProducts Product bans or restrictions (plastic bags, Incandescent
light bulbs)
Product information – testing, certification, labels
Business
models
Servicing: shift from selling physical products to selling services
Repair and second hand (redistribution)
Social enterprises
Distribution
and Retail
Choice editing – eliminating the worst (IKEA)
Localising – sourcing and prioritising local suppliers
Consumer co-ops - farm to table
Advertising Plays a major role in shaping expectations about well being.
Restrict the amount and types of advertising
Tax on advertising
Policies for Sustainable Consumption
Policy area 2: Policy Integration for Sustainable Consumption
Policy approachesCommitment and leadership from the highest level is crucial
A shared understanding of sustainable consumption should
be promoted
There needs to be a coordinating body
Stakeholder involvement is key to success
Actions should be based on best available knowledge
Sustainable Public Procurement
Policies for Sustainable Consumption
Policy area 3: Protecting Traditional Sustainable Consumption Practices
Policy options
Preserving traditional practices that are less resource intensive, less polluting and promote individual and social well-being.
Protecting the population segment living within ecological
limits.
Protecting micro enterprises
Policies for Sustainable Consumption
Policy area 4: Using economic measures to shape consumption
Policy options
Taxes on natural resources and pollution
Full-cost pricing and use charges
Elimination of environmentally harmful subsidies
Deposit-refund schemes
Policies for Sustainable Consumption
Policy Area 5: Shifting the Social Context around Consumer Behaviour
Policy approach
Make the more sustainable choice the default option
Provide actionable information and tools
Reward and highlight sustainable behaviour
Encourage community/collaborative over individual participation
Some UNEP global initiatives17
youthXchange
Global Survey on Sustainable Lifestyles
Education for Sustainable Consumption
Sustainable Lifestyles and Education
Programme of the 10 Years Framework of
Programmes on Sustainable Consumption and
Production (10YFP)
Survey on Sustainable
Lifestyles20
Key recommendations
Young people want local options that
they can include in their daily lives
There is a need to build trust and participation
Promoting research and education for
sustainable lifestyles
Education for Sustainable
Consumption21
Education for Sustainable Consumption
is essential to empower individuals and social groups
Aggressive
commercial
messages
Ensuring awarenes
s of consumer
rights
Proactive AND
protective measures
Choose responsible, sustainable
lifestyles
SLE programme of 10YFP22
VisionA world where sustainable lifestyles are desirable, beneficial and accessible for everyone, enabled, supported and encouraged by all sectors of society, including governments, the business sector and civil society.
SLE programme of 10YFP23
Mission To foster the uptake of sustainable lifestyles as the common norm, with the objective of ensuring their positive contribution to addressing global challenges, such as resource efficiency and biodiversity conservation, climate change mitigation and adaptation, poverty eradication and social well-being. This will be done through multidisciplinary research and multi-stakeholder cooperation, through the promotion of participative and bottom-up approaches, innovative policies, economic instruments and technologies, awareness-raising as well as all forms of education
SLE programme of 10YFP24
Objectives1. Build a shared vision of sustainable lifestyles: achieve a common framework of understanding of sustainable lifestyles through multi-disciplinary approaches, giving full consideration to consumption behaviours as well as to what determines them;
2. Integrate sustainable lifestyles principles and practices across all sectors of society;
3. Develop tools and incentives, provide capacity-building for achieving sustainable lifestyles and disseminating good practices;
4. Empower individuals to adopt sustainable lifestyles through education, awareness-raising and participation, engaging all forms of education;
5. Measure and track the benefits of action targeting sustainable lifestyles and their contribution to achieving global priority challenges such as climate change.
Final notes27
Provide knowledge, values and skills to
enable individuals and societies to become
actors of change
Need to focus on contemporary events and conditions BUT address important issues like poverty
Sustainable consumption concepts
evolve and require modification and
updating