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Shifting Societal Trends to Stimulate Sustainable Consumption

Current Trends of Unsustainability

Jackson, T., & Papathanasopoulou, E. (2008). Luxury or ‘lock-in’? an exploration of unsustainable consumption in the UK: 1968 to 2000. Ecological Economics, 68(1-2), 80–95. https://doi.org/10.1016/j.ecolecon.2008.01.02

The Problem

  • 75 pounds of textile waste annually**

  • Germans need 2.5 Earths*

  • 4% of world's greenhouse gas emissions; 20% of global waste water**

*Kreuzer, C., Weber, S., Off, M., Hackenberg, T., & Birk, C. (2019). Shedding light on realized sustainable consumption behavior and perceived barriers of young adults for creating stimulating teaching–learning situations. Sustainability, 11(9), 2587. https://doi.org/10.3390/su11092587

**Monroe, R. (2021, February 6). Ultra-fast fashion is eating the world. The Atlantic. Retrieved March 27, 2022, from https://www.theatlantic.com/magazine/archive/2021/03/ultra-fast-fashion-is-eating-the-world/617794/

The Question

Given the current strain on the environment, how can peer influence in a community encourage a shift toward sustainable household consumption?

Education & Awareness

The

Proposal

  • Vocational Education and Training (VET)

- use surveys to create teaching strategies

  • Local Exchange Trading Systems (LETS)

- advocate for sharing and pooling of resources

Kreuzer, C., Weber, S., Off, M., Hackenberg, T., & Birk, C. (2019). Shedding light on realized sustainable consumption behavior and perceived barriers of young adults for creating stimulating teaching–learning situations. Sustainability, 11(9), 2587. https://doi.org/10.3390/su11092587

Briceno, T., & Stagl, S. (2006). The role of social processes for sustainable consumption. Journal of Cleaner Production, 14(17), 1541–1551. https://doi.org/10.1016/j.jclepro.2006.01.027

Steg, L., & Groot, J. (2010). Explaining prosocial intentions: Testing causal relationships in the norm activation model. British Journal of Social Psychology, 49(4), 725–743. https://doi.org/10.1348/014466609x477745

Creating New Societal Normalities

Creating New Societal Normalities

  • conform to parents' and peers' constructive behaviors*

  • social interactions strengthens individual’s purchase of sustainable goods **

*Do, K. T., McCormick, E. M., & Telzer, E. H. (2020). Neural sensitivity to conflicting attitudes supports greater conformity toward positive over negative influence in early adolescence. Developmental Cognitive Neuroscience, 45, 100837. https://doi.org/10.1016/j.dcn.2020.100837

**Schubert, I., de Groot, J. I., & Newton, A. C. (2021). Challenging the status quo through social influence: Changes in sustainable consumption through the influence of social networks. Sustainability, 13(10), 5513. https://doi.org/10.3390/su13105513

Unconstructive

Behaviors

  • increased litter when models drop trash*

  • social networks tend to homogenize consumption **

Unconstructive

Behaviors

* Kim, H., Lee, E.-J., & Hur, W.-M. (2012). The normative social influence on eco-friendly consumer behavior: The moderating effect of environmental marketing claims. Clothing and Textiles Research Journal, 30(1), 4–18. https://doi.org/10.1177/0887302x12440875

** Simeone, M., & Scarpato, D. (2020). Sustainable consumption: How does social media affect food choices? Journal of Cleaner Production, 277, 124036. https://doi.org/10.1016/j.jclepro.2020.124036

Ostracism

Alternatives

  • Social exclusion or bad reputation
  • More profitable to shift behaviors

Lafuite, A.-S., & Loreau, M. (2017). Time-delayed biodiversity feedbacks and the sustainability of social-ecological systems. Ecological Modelling, 351, 96–108.

Lack of Feasibility

  • includes numerous moral objections
  • cannot be enforced
  • does not have confirmed results

Lack of Feasibility

Success

Success

  • eco-feedback programs reported energy savings of 15% and 7%*

  • more than 12,000 people in the USA over the past 30 years quit smoking in groups**

Jain, R. K., Gulbinas, R., Taylor, J. E., & Culligan, P. J. (2013). Can social influence drive energy savings? detecting the impact of social influence on the energy consumption behavior of networked users exposed to normative eco-feedback. Energy and Buildings, 66, 119–127. https://doi.org/10.1016/j.enbuild.2013.06.029 *

Liedtke, C.; Hasselkuß, M.; Welfens, M.J.; Nordmann, J.; Baedeker, C. Transformation Towards Sustainable Consumption: Changing Consumption Patterns Through Meaning in Social Practices. In Proceedings of the 4th International Conference on Sustainability Transitions, Zurich, Switzerland, 19–21 June 2013. **

Future of Consumption Trends

Final Thoughts

  • Perception of others’ pro-environmental behavior is step one*

  • Feelings of moral obligation can be strengthened**

Lafuite, A.-S., & Loreau, M. (2017). Time-delayed biodiversity feedbacks and the sustainability of social-ecological systems. Ecological Modelling, 351, 96–108. Kreuzer, C., Weber, S., Off, M., Hackenberg, T., & Birk, C. (2019). Shedding light on realized sustainable consumption behavior and perceived barriers of young adults for creating stimulating teaching–learning situations. Sustainability, 11(9), 2587. https://doi.org/10.3390/su11092587 *

Steg, L., & Groot, J. (2010). Explaining prosocial intentions: Testing causal relationships in the norm activation model. British Journal of Social Psychology, 49(4), 725–743. https://doi.org/10.1348/014466609x477745 **

Our World - Our Future

  • Urgency requires permanent change
  • Effects everyone and their posterity

Why It Matters

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