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SUSTAINABLE CONSUMPTION – ANALYZING CONSCIOUSNESS AND COMMUNICATION STRATEGIES

Research Project

A sustainable use of resources in a Green Economy cannot be achieved simply by implementing efficient manufacturing processes. Consumers are key players who can promote a sustainable economy by their actions. Research in the area of sustainable consumption is aiming at the behavioral change of our society as a whole towards a sustainable lifestyle.

Therefore, this research cooperation funded by BMBF strive to understand consumer behavior even better and find new ways to communicate.

In this matter the consciousness for sustainable consumption (CSC) plays an important role as well as the development of strategies for communicating and educating consumers.

Sustainable Consumption and Consciousness

Sustainable consumption implies the use of products and services to satisfy today’s generation’s needs without negatively affecting the living of the next generation. Sustainable consumption patterns include ecological, social and economical components. Sustainable lifestyles comprise not only the purchase of the “right” products, but also a deliberate non-consumption.

To measure the consciousness for consumption (CSC) a multidimensional measuring concept was developed which includes these dimensions in a holistic approach: ecological – social – economic.

Ecological

An ecological sustainable lifestyle is characterized by using natural resources only to an extent at which they are able to regenerate. Ecological criteria relate to all phases along the value chain, from raw material extraction to production, distribution, usage and disposal.

Social

Social criteria particularly aim at the working conditions during the production process. The International Labor Organization (ILO) pursues four fundamental principles: freedom of association and the effective recognition of the right to collective bargaining; elimination of all forms of forced or compulsory labor; effective abolition of child labor; elimination of discrimination in respect of employment and occupation.

Economical

A lifestyle of economic sustainability is characterized by saving resources in the way of voluntary non-consumption, financial sustainability and collaborative consumption forms.

For further questions please contact our project team: info[at]csc-lifestyles.de