Sustainable Consumption and Production: Opportunities and Challenges
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Proceedings : Refereed Sessions III Sustainable Consumption and Production: Opportunities and Challenges Launch Conference of the Sustainable Consumption Research Exchange (SCORE!) Network Thursday 23 November to Saturday 25 November 2006 Wuppertal, Germany Edited by: Martin Charter (The Centre for Sustainable Design) and Arnold Tukker (TNO) www.score-network.org Organised by The Centre for Sustainable Design, Farnham, UK, and TNO, Delft, Netherlands, with support of the UNEP-Wuppertal Institute Collaborative Centre on Sustainable Consumption and Production (CSCP) and endorsed by IHDP-IT The conference is organized in support of the UN’s Ten Year Framework of Programs on Sustainable Consumption and Production, back to back with an invite-only policy meeting on SCP organized by UNEP and the CSCP. Sustainable Consumption Research Exchanges (SCORE) is funded by the European Commission under the 6th Framework Program This file is prepared for double-sided printing. Authors were provided a format and clear instructions for lay-out. Most authors followed these instructions very good, leading to a consistent presentation of most of the individual papers. Due to the large number of papers, the editors were unable to embark on the time consuming process of adjusting any lay-out errors in papers submitted. Papers had to be reproduced here in the lay-out in which they were submitted, and where authors did - or could - not follow our instructions this may have lead to slight inconsistencies in presentation. Not all presentations made at the Conference are available as papers. These proceedings are available via the website of the SCORE! Project: www.score-network.org They can also be received (free of charge in electronic form) from: Arnold Tukker ([email protected]) TNO Built Environment and Geosciences Delft, The Netherlands December 2006 Contents: Refereed Sessions III Session: Consumers, Behaviour, Lifestyles (CBL) III: Surveys and communication Segmenting for Sustainability : A review of UK typology segmentation models to influence sustainable Sharp & Darnton 5 behaviours Opportunities and Challenges of Sustainable Gulyás, Ujhelyi, Consumption in Central and Eastern Europe: Attitudes, 19 Farsang & Boda Behaviour and Infrastructure : The case of Hungary China-Japan Environmental Survey: Is Social Capital Aoyagi-Usui & 45 effective for promoting pro-environmental actions? Zheng Consumer Demand for Information about Corporate Wirthgen & Social Responsibility (CSR) : Perception, demand and 55 Grünewald publicity of CSR and CSR-information offers How to communicate sustainable lifestyles to hard-to- Reisch, Bietz & reach consumers? : A report on the large scale 65 Kreeb experiment “balance-f” ‘NENA – Netzwerk nachhaltiger Lebensstile’: Network Seebacher, Mert & 79 of sustainable lifestyles Müller Nissinen, Grönroos, Heiskanen, Honkanen, Developing 'Eco-Benchmark' for consumer-oriented Katajajuuri, Kurppa, LCA-based environmental information on products, 91 Mäkinen, Mäenpää, services and consumption patterns Seppälä, Timonen, Usva, Virtanen & Voutilainen Defining Sustainability: Local Inhabitants of North- Kiisel 101 Eastern Estonian Mining Process Session: Food (FOOD) Food Matters : Preventing food losses in the kitchen. Bakker 117 Researching the interests and problems of organic food Bučienė, Šlažas, producers, processors and consumers : the case of Steponavičiūtė & 125 Western Lithuania Eidukevičienė Power in Global Food Governance : A Basis for Fuchs 135 Sustainable Consumption and Production? A social practice perspective on sustainable catering : Sargant & van den 145 Two case studies on Dutch canteens Burg Are Consumers Guided by Selfish or Un-selfish Motives Thøgersen 155 When They Buy Organic Food? Environmentally Sustainable Food Consumption – An Kjærnes & Holm 173 Institutional Perspective Sustainable community cooking : Experiences from the interface between production and consumption of Biermann 187 sustainable food Development of a Sustainability Indicator for Agro-Food Consumption and Production : Efforts of the Food Study Ozawa & Inaba 201 Group, the Institute of Life Cycle Assessment, Japan Session: Mobility (MOB) Car Purchasing as a Social Practice at the Nijhuis & Consumption Junction : The showroom as the place 211 Spaargaren where two worlds meet Transition Management, Sustainable Systems Innovation, and the Challenge of Countervailing Cohen 229 Trends : The Case of Personal Aeromobility Assessing Scenarios for Sustainable Transport in Ramirez & 249 Australia Nawangalupi Transitions to sustainable tourism mobility : The Verbeek & 269 Social Practices Approach Mommaas Cars and Sustainable Consumption Nieuwenhuis 287 How to Achieve Factor X Improvements in Lettenmeier, Transport? - Lessons learned from the FIN-MIPS Lahteenoja & 299 Transport project Saari Docking sharing, a new advanced mobility strategy Nebuloni 325 solution Session: Energy / Housing (ENER) Throne-Holst, Barriers, bottlenecks and potentials for energy Strandbakken & 337 savings in households Stø Understanding strategic choices for sustainable Kaenzig & 349 consumption: the case of residential energy supply Wüstenhagen Informative ambiance: a design process - With a case on the application and communication of this Ennis 365 project in Bologna, Italy EcoTopTen – Innovations for Sustainable Graulich 377 Consumption Are sustainable electricity production and use Vadovics & Kiss 391 possible? The Hungarian case CBL III Segmenting for Sustainability A review of UK typology segmentation models to influence sustainable behaviours aVeronica Sharp and bAndrew Darnton aThe Social Marketing Practice, United Kingdom [email protected] bAndrew Darnton Associates, United Kingdom 1 Introduction This paper is based on the research report Segmenting for Sustainability (Darnton and Sharp, 2006). The paper was commissioned and entirely funded by The Social Marketing Practice, and is being made publicly available as a contribution to the field of Sustainable Development research. The stimuli for the research included recognition among Sustainable Development researchers that robust segments are needed for work in pro- environmental contexts, and increasing talk about ‘sustainable lifestyles’ and social marketing in the context of sustainability, both of which require robust segments to be identified. The research was designed to assess the value of applying segmentation models in environment-related contexts, and to identify which models might be best suited to which purposes. 2 Methodology and Scope 2.1 Methodology This research study adopted a three-stage approach. First, environment- specific segmentation models and related source material were identified within the UK. Contacts were drawn from central government, delivery agencies, consultancies, academia, the environmental voluntary and community sector, the commercial world and the market research industry. In total, 22 individuals were interviewed. Approximately 20 environment-related models were identified, and 9 were selected to be the subject of detailed summaries; taken together, the selected models exemplify the diverse approaches adopted in different segmentations. In the final phase, the nine selected segmentation models were summarised under a consistent set of headings: description of the model and Proceedings: Sustainable Consumption and Production: Opportunities and Threats, 23-25 November 2006, Wuppertal, Germany. Launch conference of the Sustainable Consumption Research Exchange (SCORE!) Network, supported by the EU’s 6th Framework Programme. 5 Veronica Sharp and Andrew Darnton the segments; methodology; application and limits; further developments. Each summary was reviewed and agreed by their owner to ensure accuracy. 2.2 Selected models The criteria by which the specific models were selected included: 1. a principally environmental basis to the model; 2. the frequency with which a model had been applied in environment- related contexts; 3. the availability of detailed evidence on the creation and application of the model. Thus the majority of known environment-related models produced for use in the UK were featured. The models summarised in depth are: ENCAMS’ Geo-demographic Model ENCAMS’ Waste Segmentation Central Office of Information’s Synthesis Model Mosaic Energy Saving Trust’s Consumer Segmentation Model Barr's ‘Sustainable Lifestyles’ Cluster Model Anable's ‘Car Traveller Typology’ model National Consumer Council’s ‘Shades of Green’ segmentation model Co-Operative Bank's ‘Ethical Consumers’ segmentation model It can be noted that there are very few of these models and that most are behaviour-specific, or at least relate to a specific behavioural domain (eg. waste, recycling or car use). Very few of these environment-related models are cross-behavioural, which underlines the assertion that most segmentations are context-specific, and developed for particular practical applications. By extension, it should be noted that there is no one ‘winning’ model which has applicability across many areas of sustainability. Other models referred to in the research include: ACORN, CAMEO, PRIZM The Census Output Area Classification Dunlap et al’s ‘New Ecological Paradigm’ (NEP) Young & Rubicam’s 4Cs (the Cross-Cultural Consumer Classification) Dade & Rose’s ‘Motivation Based Tool’ Prochaska & Velicer’s Transtheoretical Model of Health Behaviours 2.3 Model scarcity There are relatively few environment-related models, and very few are cross-behavioural. A number of reasons could be