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 housingcurrent consumption trends examined comparative analysis of case studies: 10 cases selected for detailed analysis from an inventory of 40 SC policy instrumentsdeveloped scenarios for future impacts of integrated SC instrument bundles

This presentation:1. factors of success and failure that explain limited

success in promoting sustainable consumption so far 2. lessons for future policy design and implementation 3. opportunities and challenges for future SC policy

Conceptual framework of EUPOPP

Pathways for policy influence

Consumer behaviourFramework conditions

MarketSocial & physical

environment

Sustainable consumption strategies

Output

Outcome

Impact

Sustainable consumption instruments & measuresEconomic Communicative Procedural

Implementation

Regulatory

Sustainability impact

Environmental Social Economic

Systems of provision

Context factors

Detailed cases analysedUK Germany Finland Latvia Spain

Carbon Emissions Reduction Target, CERT (2008-2012)

Mandatory EE standards for buildings (2009)

Energy & Environmental Expert (1995)

Individual heat metering (1995)

Catalan water conservation campaign (2007/08)

Regulatory Regulatory Voluntary procedural

Voluntary procedural

Communicative + tech. support

Framework conditions

Framework conditions

Consumer behaviour

Consumer behaviour

Consumer behaviour

High Medium Low Low Medium - high

Housing

UK Finland Latvia Germany Spain Framework for dialogue on reducing livestock GHG emissions (2009)

Sustainable public catering (2009)

“Quality product” label (2001/ 2008)

Deposit system for beverage packaging (2006)

Selective collection of organic waste in Catalonia (1993)

Communicative Economic (public procurement)

Communicative Economic Regulatory (municipalities); voluntary (consumers)

Framework conditions

Framework conditions

Consumer behaviour + framework conditions

Consumer behaviour+ framework conditions

Framework conditions

Low Low (as yet) Low Medium Low to medium

Food

Outcome

Outcome

Success factors and barriers to effectiveness

A valid intervention logice.g. blind spots (-); targets, monitoring, control (+)

Accommodation of consumer needs and practicesconsumer-friendly design, understanding of user practices

Targeting consumer behaviour & framework conditionsenabling 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 factorscommunication, political support, resources for implementation

Impact assessment in EUPOPP

Based on most promising bundles of instrumentsUsing MFA to quantify effectsSustainable 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 2030vegetarian day/week in public canteens, awareness-raising 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

Changing diet composition towards less meat and high-fat dairy could significantly reduce food related GHG emissionsReducing food wastage holds the biggest GHG reduction potential – currently there are no instruments tackling this issueOrganic food is already on the rise - additional instruments may still be useful

0

20

40

60

80

100

120

SC-1 SC-2

GHG

redu

ctio

n vs

. BAU

(mill

ion

t CO

2eq)

- reduced waste

more organic food

- sustainable diets

What difference can new policy instruments in the need area of food make for sustainable consumption in EU-27 by 2030?

4% (SC-1) / 16% (SC-2) emissions reduction

Sustainable consumption scenarios - housing

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 sustainabilityThe available instrument pool is much larger than for food – policy learning and collaboration!

What difference can new policy instruments in the need area of housing make for sustainable consumption in EU27 by 2030?

0

50

100

150

200

250

300

350

400

450

SC-1 SC-2

GH

G r

educ

tion

vs. B

AU

(mill

ion

t CO

2eq

)

- more efficient AirCon

- green heating quota

- individual metering

- buildings (scrapping only)

- more buildings retrofits

- better appliances

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 instruments1. Decision makers should not recoil from demanding instruments,

ambitious targets – and enforcing them2. Target consumers better by accommodating their needs & practices,

capacities & personal life situations 3. Tap into the potential of creating immediate co-benefits, highlight

progress and achievements

Improving collaboration and coordination1. Positive messages rather than guilt2. Coordinated action among policy, industry, civil society3. Adjustment of notions concerning quality of life

Bundling and ensuring policy coherence1. Sustainable consumption and sustainable production policies need to

be more closely aligned 2. Away from an individual policy focus towards coherent policy mixes or

bundles

Thanks!

Comments and further questions:n.schoenherr@oeko.deeva.heiskanen@ncrc.fi

EUPOPP consortium:http://www.eupopp.net