China on the way to Sustainable Consumption
If you were invited to advice the Chinese government, what would you say? Michael Kuhndt, head of the CSCP, is holding the co-chair of a newly built consortium that should figure out policy recommendations leading towards more sustainable consumption in China. In this interview he talks about his first impressions, expectations and why this project is so important to him.
CSCP: Michael, can you share with us some details about the Task Force on Green Development and Sustainable Consumption, its relationship with the government of China, and your new role as co-chair?
| Michael Kuhndt: The task force is part of the ‘Sustainable Consumption Development Strategy and Demonstration in China’. The role is to serve as a secretariat to facilitate a |
multinational dialogue on sustainable development issues. Our role is to provide advice on the international experience with sustainable consumption and to develop options for strategies for sustainable consumption in China.
CSCP: The task force recently held its first meeting in Beijing. Can you share your first impressions? Do decision makers in China fully appreciate the importance of sustainability and the potentially global role they can play?
Michael Kuhndt: During the kick off meeting the Chinese members of the task force were very clear. They said, “We are the largest nation on earth and we are aware of the responsibility that comes with this reality.” To date policy makers in China worked mainly to address environmental impacts of industrial production activities. But they also realised the importance of consumption issues. Developing options to address consumption is the key mandate of the new task force. We have been asked to explore questions like policy instruments that will position China on a pathway toward sustainable consumption, how can we address the consumption domains with the greatest impacts, how can we engage consumers in sustainable lifestyles?
CSCP: That sounds like an ambitious mandate! What role do you see for government policy in influencing and improving consumer behaviour?
Michael Kuhndt: From the policy side, there are a number of instruments that we will be exploring; regulations, voluntary agreements but also economic instruments. One option we will be looking at is differentiated sales taxes. For example, products with a strong sustainability performance could be treated with a preferential VAT rate to increase the affordability of sustainable choices for consumers. In a country like China that is still developing, affordability is a major concern for many consumers. Choice editing for products with the biggest impacts will also be explored. But we also need to recognise the limitations of regulatory instruments. We need to explore and develop new ways to nudge consumers toward more sustainable lifestyles.
CSCP: Why is the CSCP the right partner for China on sustainable consumption?
Michael Kuhndt: The CSCP has been successful with international work on sustainable consumption in regions as diverse as Europe to Asia to Africa. We also look at issues from all angles, not only from the perspective of consumption or production, but also the influence of lifestyles. The government of China recognised these qualities and felt that we could make a contribution to their work. We need to remember that people are not primarily motivated by consumption. They are interested in good living. Our goal will be to define a vision of good living in China and figure out a way to get there.
CSCP: The project has only just started. How will this work help the CSCP deliver on its mandate now and in the future?
Michael Kuhndt: This project will provide us with enormous insight into China. The core mission of the CSCP is to mainstream sustainability, to bring it to the mass market. Like no other place in the world the mass market of the future is in China. We see this as a tremendous opportunity to learn and to be inspired.
Further information
Michael Kuhndt is Head of the CSCP
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