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The International Conference on Consumer Research (ICCR) 2016 Is Funded by the Ministerium Für Kultur Und Wissenschaft Des The International Conference on Consumer Research (ICCR) 2016 is funded by the Ministerium für Kultur und Wissenschaft des Landes Nordrhein-Westfalen The North Rhine-Westphalia Competence Centre of Consumer Research (Kom- petenzzentrum Verbraucherforschung Nordrhein-Westfalen) was established in 2011 as a collaborative project between the Consumer Association of North Rhine-Westphalia (Verbraucherzentrale Nordrhein-Westfalen e. V.), the Minis- terium für Umwelt, Landwirtschaft, Natur- und Verbraucherschutz des Landes Nordrhein-Westfalen and the Ministerium für Kultur und Wissenschaft des Landes Nordrhein-Westfalen. Its main objective is to support consumer re- search and to develop a network focusing on research activities and projects throughout North Rhine-Westphalia with the aim of establishing international contacts and networks. Christian Bala and Wolfgang Schuldzinski (eds.): The 21st Century Consumer: Vulnerable, Responsible, Transparent? Proceedings of the International Conference on Consumer Research (ICCR) 2016 Bibliographic information concerning the German National Library: The German National Library has recorded this publication in the German National Bibliography: Detailed bibliographic data are available online at http://dnb.dnb.de. 1. Auflage, 2017 © Consumer Association of North Rhine-Westphalia, Düsseldorf The written text of this piece of work, unless otherwise indicated, is protected by copyright. Some individual contributions to this piece of work have been published under Creative Commons licences. The licences are valid exclusively for the text published in this work, and not for the logos or pictures used. Every instance of use which is not expressly permitted by copyright law or through Creative Commons licencing requires the prior agreement of the author, as well as that of the Consumer Association of North Rhine-Westphalia. The identifying mark “Verbraucherzentrale Nordrhein-Westfalen” is protected as a community trade mark and figurative mark (Nos. 007530777 and 006616734). Without the authorisation of the Consumer Association of North Rhine-Westphalia, this work may not have (advertising) stickers or anything similar added to it. The use of the work by third parties may not give the impression of any collaboration with the Consumer Association of North Rhine-Westphalia. ISBN Print 978-3-86336-917-0 ISBN E-Book (PDF) 978-3-86336-918-7 DOI 10.15501/978-3-86336-918-7 Printed in Germany Contents 9 Science for a good consumer policy: CECORE and ICCR – a North Rhine-Westphalian initiative Christian Bala and Wolfgang Schuldzinski 17 The road to the twenty-first-century consumer: A historical perspective Frank Trentmann Part 1 Consumer Behaviour 29 Introduction Kathrin Loer and Birgit Weber 33 Nudging the government: How open data can be used to make behavioural governance work both ways Ulrich Greveler 47 Exploring consumers’ financial fragility i n Europe: Over-indebtedness, rainy day funds and the role of financial literacy Gianni Nicolini 61 Identifying the strategic conditions to develop and strengthen sustainable social innovations as enablers of sustainable living through participatory processes Georgina Guillen-Hanson 85 Socio-economic heterogeneity as a challenge for consumer education in general education schools Ulrike Danier 6 Contents Part 2 Consumer Data 97 Introduction Remi Maier-Rigaud and Ulrich Greveler 101 The scored consumer: Privacy and big data Walter Peissl and Jaro Krieger-Lamina 113 Precious people: How digital alchemy transforms us into vulnerable consumers Stefan Selke 127 Nudging towards a healthier life? Conceptualising the role of health apps and wearables between empowerment and manipulation Remi Maier-Rigaud and Sarah-Lena Böning Part 3 Sustainable Consumption 143 Introduction Christa Liedtke and Reinhard Loske 147 Consumption corridors as a means for overcoming trends in (un)sustainable consumption Doris Fuchs 161 Buying green in times of social insecurity: The effects of insecure employment on the purchase of organic food Torsten Masson and Ortrud Leßmann 173 Anti-consumption beliefs among the Swedish general public Jonas Nässén 189 Second-hand consumption as a lifestyle choice Adrienne Steffen Contents 7 Part 4 Alternative Consumption 209 Introduction Wiltrud Terlau and Darya Hirsch 213 Political consumerism: Part of slaktivism and adhocracy? Michele Micheletti 225 The well-fed consumer: Sustainable and healthy food Christoph Klotter 235 The second-curve model: A promising framework for ethical consumption? Veganism as a case study. Estela Díaz 245 Companies’ monetary benefits from consumer social responsibility Friederike Paetz and Daniel Guhl 257 Prosumption among young consumers: Some research insights from Poland Maciej Mitre˛ga and Agnieszka Małecka 269 The responsible, sharing consumer: A closer look at the motivation of potential private durable goods’ suppliers in the sharing economy Vita Zimmermann and Michael Schleusener 293 The costs of a healthy diet Thomas Brunner 302 Impress Science for a good consumer policy CECORE and ICCR – A North Rhine-Westphalian initiative Dr. Christian Bala (Germany) | Consumer Association of North Rhine-Westphalia, Competence Centre of Consumer Research Wolfgang Schuldzinski (Germany) | Consumer Association of North Rhine-Westphalia DOI 10.15501/978-3-86336-918-7_1 This work is licensed under a Creative Commons Attribution – ShareAlike 4.0 Inter national License | CC BY-SA 4.0 License Deed | https://creativecommons.org/licenses/by-sa/4.0/ Legal Code | https://creativecommons.org/licenses/by-sa/4.0/legalcode 10 Christian Bala and Wolfgang Schuldzinski Consumer Research on the ascendant At the beginning of the new Millennium, the Danish consumer researcher Fol- ke Ölander who passed away in 2013, complained about the static character of consumer research: It had no identity, missing capacities and it lacked le- gitimacy. But there was no reason for him to despair. Instead, he asked how “research relevant consumer policy could be intensified” (Ölander 2005, 26). His suggestion was to found a competence center for “collection and commu- nication” to combine and connect the research activities “of many universi- ties” (Ölander 2005, 27). Such a competence center would foster ties between science, consumer interests and policies and, if designed accordingly, could establish certain focal points and promote projects. Precisely these strengths were one of the reasons why the Competence Center of Consumer Research North Rhine-Westphalia—CECORE NRW (Kompetenzzen- trum Verbraucherforschung NRW) was founded as a cooperation project of the Ministry for Consumer Affairs (Verbraucherschutzministerium), the Ministry of Science (Wissenschaftsministerium) of the German Federal State of North Rhine-Westphalia and the Consumer Association of North Rhine-Westphalia (Verbraucherzentrale Nordrhein-Westfalen e. V.) in 2011. To bolster consumer research’s position as an interdisciplinary subject, young scientists are supported by CECORE and awareness for research activities of North Rhine-Westphalian scientists is raised on the national, european and international level. Finally, CECORE optimizes knowledge transfers through publications and communicating research results. The Consumer Research Network NRW (Netzwerk Verbraucherforschung NRW) established by CECORE already has 290 members who support consumer re- search as a joint, inter- and transdisciplinary subject. It has succeeded in win- ning over scientists who may work on consumer-related topics, but are not in touch with consumer research. Over 740 people follow CECORE on Twitter and its newsletter has 360 sub- scribers. Since 2011, nine workshops and one expert forum with a total of 540 Science for a good consumer policy 11 participants have been conducted. The results of the workshops have been documented in seven volumes of the series “Contributions to Consumer Re- search” 1 and an anthology published in cooperation with the State Center for Political Education (Bala and Müller 2015). The majority of publications were successfully published via Open Access. Through the means provided by the Ministry of Science for CECORE, it was possible to begin expanding our capacities: From 2012 to 2017, twenty young scientists were awarded through the means of the Ministry of Science. 28 pro- ject proposals were sponsored whose findings were made publicly available via Open-Access. But the changes to consumer research are more profound than the numbers suggest. Significant is that consumer research has gained prominence and identity since CECORE and its joints engagements spawned further initiatives: On federal level, the Consumer Research Network and the Council on Con- sumer Affairs (Sachverständigenrat für Verbraucherfragen) were founded. In Baden-Württemberg, the research center Consumer, Market and Politics (Ver- braucher, Markt und Politik) was established and, since 2015, Austria has been promoting networking through the forum “Konsum neu denken” (see Fridrich et al. 2017). This is accompanied by a lively debate about the focus and theo- retical construction of consumer research, something that is needed to ensure the quality of scientific research. These examples show that a change occurred in the thinking of “consumer administrations” and “consumer organizations” since Ölander made his ap- peal. These institutions no longer merely display their past “polite interest in research” (Ölander 2005, 27). While a market for commissioned research may have existed, who, asked Ölander, “stands up for research
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