Sustainable
consumption policy –
real life impact,
ambition, and potential
Norma Schönherr, Öko-Institut e.V. Germany
Eva Heiskanen, Kristiina Aalto,
National Consumer Research Centre, Finland
Background
Sustainable consumption on the political agenda
since Rio Earth Summit, 1992
yet rarely examined as a separate policy field with
very specific ambitions and characteristics
that require an integrated policy response across
several governmental scales
if the problems linked to (over) consumption and
production are to be successfully tackled!
Agenda
Summary results of a three-year European
research project, EUPOPP (www.eupopp.net)
focus: food and housing
current consumption trends examined
comparative analysis of case studies: 10 cases selected
for detailed analysis from an inventory of 40 SC policy
instruments
developed scenarios for future impacts of integrated SC
instrument bundles
This presentation:
1.
2.
3.
factors of success and failure that explain limited
success in promoting sustainable consumption so far
lessons for future policy design and implementation
opportunities and challenges for future SC policy
Conceptual framework of
EUPOPP
Sustainable consumption strategies
Output
Sustainable consumption instruments & measures
Regulatory
Economic
Communicative
Procedural
Implementation
Pathways for policy influence
Outcome
Framework conditions
Consumer behaviour
Market
Social & physical
environment
Systems of provision
Sustainability impact
Impact
Environmental
Social
Economic
Context
factors
Detailed cases analysed
Housing
UK
Carbon
Emissions
Reduction
Target, CERT
(2008-2012)
Regulatory
Outcome
UK
Framework
conditions
High
Finland
Germany
Mandatory
EE standards
Finland
Latvia
Energy &
Individual
Environmental heat
Expert (1995) metering
(1995)
Spain
Catalan water
conservation
campaign
(2007/08)
Regulatory
Voluntary
procedural
Voluntary
procedural
Communicative
+ tech. support
Framework
conditions
Consumer
behaviour
Consumer
behaviour
Consumer
behaviour
Low
Medium - high
for buildings
(2009)
Medium
Low
Latvia
Germany
Framework for
Sustainable
“Quality product”
dialogue on
public catering label (2001/
reducing
(2009)
2008)
livestock GHG
emissions (2009)
Deposit
system for
beverage
packaging
(2006)
Spain
Selective
collection of
organic waste in
Catalonia (1993)
Communicative Economic
Communicative Economic
(public
procurement)
Framework
conditions
Framework
conditions
Low
Low (as yet)
Consumer
behaviour +
framework
conditions
Low
Regulatory
(municipalities);
voluntary
(consumers)
Consumer Framework
behaviour+ conditions
framework
conditions
Medium
Low to medium
Food
Outcome
Success factors and
barriers to effectiveness
A valid intervention logic
e.g. blind spots (-); targets, monitoring, control (+)
Accommodation of consumer needs and practices
consumer-friendly design, understanding of user practices
Targeting consumer behaviour & framework conditions
enabling systems of provision needed for changes in consumption
Stakeholder involvement
+/-, involvement in implementation often needed
Market context
prices, availability, transparency, trust
Policy interaction
synergetic/antagonistic with other policy fields
Other factors
communication, political support, resources for implementation
Impact assessment in
EUPOPP
Based on most promising bundles of instruments
Using MFA to quantify effects
Sustainable housing in 2030
top-runner scheme for BAT appliances, optimising EPBD
with ’scrapping’ requirement, individual heat metering,
RES heating quotas, minimum energy performance
standards for air conditioning, capacity building for
building owners and users, energy/CO2 tax
Sustainable food in 2030
vegetarian day/week in public canteens, awarenessraising and social proof, tax on meat products, reducing
food waste via extended best-before, tax exemption &
public procurement for organic food, capacity building
Sustainable consumption
scenarios - food
GHG reduction vs. BAU (million t CO 2eq)
What difference can new policy instruments
in the need area of food make for sustainable
consumption in EU-27 by 2030?
120
100
80
- reduced waste
60
- more organic food
- sustainable diets
40
20
0
SC-1
SC-2
4% (SC-1) / 16% (SC-2) emissions reduction
Changing diet
composition towards
less meat and high-fat
dairy could
significantly reduce
food related GHG
emissions
Reducing food
wastage holds the
biggest GHG reduction
potential – currently
there are no
instruments tackling
this issue
Organic food is
already on the rise additional instruments
may still be useful
Sustainable consumption
scenarios - housing
GHG reduction vs. BAU (million t CO 2eq)
What difference can new policy instruments
in the need area of housing make for
sustainable consumption in EU27 by 2030?
450
400
350
- more efficient AirCon
300
- green heating quota
250
- individual metering
200
- buildings (scrapping only)
- more buildings retrofits
150
- better appliances
100
50
0
SC-1
Large GHG reductions
could be achieved by
making currently
existing instruments
more effective
Improving the rate of
retrofits and
mainstreaming green
heating alternatives
are key for
sustainability
The available
instrument pool is
much larger than for
food – policy learning
and collaboration!
SC-2
26% (SC1) and 28% (SC2) emissions reduction
Lessons for policy makers
Global resource pressures: current consumption patterns not
affordable in the long term 
Enhancing existing instruments
1.
2.
3.
Decision makers should not recoil from demanding instruments,
ambitious targets – and enforcing them
Target consumers better by accommodating their needs & practices,
capacities & personal life situations
Tap into the potential of creating immediate co-benefits, highlight
progress and achievements
Improving collaboration and coordination
1.
2.
3.
Positive messages rather than guilt
Coordinated action among policy, industry, civil society
Adjustment of notions concerning quality of life
Bundling and ensuring policy coherence
1.
2.
Sustainable consumption and sustainable production policies need to
be more closely aligned
Away from an individual policy focus towards coherent policy mixes or
bundles
Thanks!
EUPOPP consortium:
http://www.eupopp.net
Comments and further questions:
n.schoenherr@oeko.de
eva.heiskanen@ncrc.fi