Encouraging sustainable consumption patterns

Growing populations coupled with increasing patterns of consumption across the world call for a change in consumption towards more sustainability. Progressive projects and initiatives that encourage the shift toward sustainable consumption patterns do exist but require promotion to increase visibility and demonstrate their positive impact for consumers and the environment. The CSCP conducted a review and analysis of existing projects and initiatives that aim to encourage consumers to act and consume in a more sustainable manner.

A selection of best practices to support the design of new initiatives

CSCP presented a study of 21 progressive case studies from around the world and described how the positive impact was created. The study sets the scene for changing consumption patterns and highlighted key ideas related to the promotion of sustainable lifestyles and outlined the behavioural change model used to select and group the cases. The approach that can be called the “4 E’s” (Encourage, Engage, Exemplify and Enable) defines the action space for governments to target consumer behaviour. The study concludes by drawing up conclusions from the analysis of the case studies and makes recommendations for a progressive design of sustainable consumption initiatives. 

Testing replicability in local circumstances

When considering successful cases the question remains as to what extent success can be replicated in different regions and contexts. Cultural factors, development stages, prevalent attitudes and infrastructure all affect the suitability of a certain approach at the local level. To support policy makers in dealing with these issues the CSCP developed a corresponding check-list for sustainable consumption initiatives based on a methodology drawn from the commercial marketing field. 

Background

The review served as a strategy document for the Norwegian Government to aid the preparation of several new initiatives and projects. The study was prepared by the CSCP under the direction of UNEP.