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Brunel University Week 24 MG3113 2013

The role of the consumer in the shift towardssustainable consumption Peter Klein Cran & Matten Chapter 8 Contact:amackenzie@educatedc.com

Educated Change Ltd

on 14 March 2013

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Transcript of Brunel University Week 24 MG3113 2013

The Role of the consumer Over Consumption In conservation, energy economics and green marketing, the rebound effect (or take-back effect) refers to the behavioral or other systemic responses to the introduction of new technologies, or other measures taken to reduce resource use. These responses tend to offset the beneficial effects of the new technology or other measures taken. While the literature on the rebound effect generally focuses on the effect of technological improvements on energy consumption, the theory can also be applied to the use of any natural resource. The rebound effect is generally expressed as a ratio of the lost benefit compared to the expected environmental benefit when holding consumption constant.[1] For instance, if a 5% improvement in vehicle fuel efficiency results in only a 2% drop in fuel use, there is a 60% rebound effect. The 'missing' 3% might have been consumed by driving faster or further than before.
The existence of the rebound effect is uncontroversial. However, debate continues as to the size and importance of the effect in real world situations. There are three possible outcomes regarding the size of the rebound effect:
The actual resource savings are higher than expected – the rebound effect is negative. This is unusual, and can only occur in certain specific situations (e.g. if the government mandates the use of more resource efficient technologies that are also more costly to use).
The actual savings are less than expected savings – the rebound effect is between 0% and 100%. This is sometimes known as 'take-back', and is the most common result of empirical studies on individual markets.
The actual resource savings are negative – the rebound effect is higher than 100%. This situation is commonly known as the Jevons paradox, and is sometimes referred to as 'back-fire'.
Governments and environmental groups often advocate research into higher fuel efficiency as the primary means of energy conservation. Economists tend to believe that, for the economy as a whole, the long term rebound effect for more fuel-efficient technologies is higher than 100%; if this is the case, the invention of technologies that improve fuel efficiency may paradoxically increase energy use.[2] http://www.footprintnetwork.org/en/index.php/GFN/page/trends/china/ S = A/N. Translation? The sustainability performance (S) of an organization is a measure of its actual impacts (A) on the carrying capacities of vital capital, relative to its normative impacts (N) on the carrying capacities of the same capital. S=A/N (The Sustainability Quotient) Triple bottom line http://en.wikipedia.org/wiki/Triple_bottom_line http://www.sustainableinnovation.org/index.html http://vimeo.com/9255510 Autonomy
Purpose 5 things a company can do when you have a product problem
Build a plan
look into the affects on the consumers
which of our products are affected
do your own research
notify the customers
stop the product and take off shelf
put warnings on the product
Change recyclable packaging http://www.sustainableinnovation.org/Recasting-TBL.pdf 3X bottom line ideas from class

Get imput of suppliers on delivering: do they treat their employees fair, materials being used are they safe, cost effective. Are they using environmental products. ( looking at label, fairtrade of products.
As a corporation, they need to look at the products, for example where they buy their products from , do auditing 3 principles
where are they assembled the logisticf s, making things
Review where products are being manufactured and make it more inexpensive.

look at labour practices in our plants, in particular advertising, how you will sell teh products. trading option for old shoes.

improves concept of sustainable consumption. ( green washing) are we doing it, why, who should check this (all parts of the organization

Shift mode of transport, can it be ruduced in terms of distance. this may result to employees being put out of business, cost needs to be balanced as one is not more important than the other.

change where products are manufactured.

working conditions of employees need to be balanced. ( how do corporations turn these extra costs into a competitive advantages)

Creative ideas need to be brought forward.

Creating awareness is very important. a concious shift

Talk to shareholders. http://www.behindthebrands.org/en-us/brands
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