Instruments for Promoting Sustainable Consumption and Production
Presentation of Association of Estonian Green Enterprises
“Introduction of the activities of AEGE”
“Attitude and habits change slowly; active campaigning may give help”
Association of Green Enterprises – NGO, bringing together companies, concerned
about environment and sustainable consumption. Big waste management and
recycling operators are involved.
Objectives of our NGO:
a. To promote environmentally sustainable mentality in production and
consumption
b. To represent members of the union in the process of elaboration and
improvement of Estonian environmental legislation
c. To develop business activities concerned with recovery and recycling
of materials
Current situation in Estonia:
Estonia's experience of being a consumer society is rather short and Estonians have
adopted only the more pleasant side of a capitalist society – shopping, consumption
and possessing. Unfortunately we have discarded the obligations, for example saving
water and energy or sorting their waste.
Being so, In Estonia we are in position today, where we actually must start educating
main mass of the people environmentally from zero again. Of course, there is number
of environmental activists with loud voice, but main attitude is poor: “consuming is
fun; taking care for environment is boring duty.”
Tools, we use:
We strongly believe, that best way of educating people is promoting by practical
experience. That’s why we have organised or participated in several campaigns,
including not only media and publicity, but also a practical activity. Very important
target group is youth, because adult have constant habits and it is difficult to change
elder’s attitudes.
Our last big campaign – still running, is campaign:
“Garbage container is not a place for plastic".
This campaign in brief:
 we placed special containers for plastic in shopping centres all over Estonia
 for each 0,5 kg of plastic material our receptionists give drawing coupons.
Bicycles, roller blades and holyday trips are drawn between participants each
week.
 we also launched big media and publicity campaign, explaining why people
should sort the waste and recycle materials. Main message of the campaign is:
“do not place re-usable plastic in garbage, be better person!”

Awards, visual and message of the campaign are directed to youth.
Results of our promoting activities:
 During campaign we have collected tons of PET material.
 We have introduced our message to public of hundreds thousands.
 Our website received more than 15 000 visitors in one month and we have
large feedback from people.
 Number of schools declared, they are interested in participating the campaign
in future.
We are going to continue similar campaigning and promote sustainable consumption
by practical experience.
Jaano Martin Ots
Association of Estonian Green Enterprises
Member of the board
Our website:
www.rohelised.ee