A Research Proposal on –

The idea of sustainable consumption. To what extent can we implement it

into real life?

ABSTRACT
Sustainable consumption is the consumption of goods and services that have minimal impact
upon the environment, are socially equitable and economically viable whilst meeting the basic
needs of humans, worldwide. Sustainable consumption targets everyone, across all sectors and
all nations, from the individual to governments and multinational conglomerates. Current
unsustainable consumption patterns are destroying the environment; depleting stocks of natural
resources; distributing resources in an inequitable manner; contributing to social problems such
as poverty; and hampering sustainable development efforts. Focusing on the demand side,
sustainable consumption compliments sustainable production practices and achievements. This
research proposal will help finding solutions to the questions like - How can consumption be made
more sustainable? What can be done to make it easier for consumers to make climate-smart
choices? The main barriers to sustainable consumption include: lack of awareness and training;
lack of support from the community, government and industry; reluctance to include the true
environmental and social costs in the price of goods and services; ingrained unsustainable
thinking and behaviours patterns; and lack of alternative sustainable products and services.
However, with some practices if taken into action there is still hope.

INTRODUCTION
Sustainable consumption is the consumption of goods and services that have minimal impact
upon the environment, are socially equitable and economically viable whilst meeting the basic
needs of humans, worldwide. Sustainable consumption targets everyone, across all sectors and
all nations, from the individual to governments and multinational conglomerates.

In the last 50 years, the global population has consumed more goods and services than the
combined total of all previous generations (Tillard 2000). This growth in consumption has
fostered economic growth, environmental degradation and improved the quality of life for
many. However, consumption patterns differ significantly between developed and developing
nations. Tillard (2000) notes that the richest one fifth of the world accounts for 86% of
consumption whilst the poorest one fifth account for about one percent of consumption.

Current unsustainable consumption patterns are destroying the environment; depleting stocks
of natural resources; distributing resources in an inequitable manner; contributing to social
problems such as poverty; and hampering sustainable development efforts. Focusing on the
demand side, sustainable consumption compliments sustainable production practices and
achievements.

Sustainable consumption requires a multidisciplinary and multinational approach. Teams

composed from various disciplines are required to create and implement policies. Developed
nations need to assist rather than exploit developing nations.
Should the global population reach 9.6 billion by 2050, the equivalent of almost three planets
could be required to provide the natural resources needed to sustain current lifestyles. With
rises in the use of non-metallic minerals within infrastructure and construction, there has been
significant improvement in the material standard of living. The per capita “material footprint”
of developing countries increased from 5 metric tons in 2000 to 9 metric tons in 2017.93% of
the world’s 250 largest companies are now reporting on sustainability. Less than 3 per cent of
the world’s water is fresh (drinkable), of which 2.5 per cent is frozen in the Antarctica, Arctic
and glaciers. Humanity must therefore rely on 0.5 per cent for all of man’s ecosystem’s and
fresh water needs. is polluting water in rivers and lakes faster than nature can recycle and
purify More than 1 billion people still do not have access to fresh water. Excessive use of water
contributes to the global water stress. Water is free from nature but the infrastructure needed
to deliver it is expensive. If people worldwide switched to energy efficient lightbulbs, the world
would save US$120 billion annually. Despite technological advances that have promoted
energy efficiency gains, energy use in OECD countries will continue to grow another 35 per
cent by 2020. Commercial and residential energy use is the second most rapidly growing area
of global energy use after transport. In 2002 the motor vehicle stock in OECD countries was
550 million vehicles (75 per cent of which were personal cars). A 32 per cent increase in vehicle
ownership is expected by 2020. At the same time, motor vehicle kilometres are projected to
increase by 40 per cent and global air travel is projected to triple in the same period. Households
consume 29 per cent of global energy and consequently contribute to 21 per cent of resultant
CO2 emissions. The share of renewable energy in final energy consumption has reached 17.5%
in 2015.While substantial environmental impacts from food occur in the production phase
(agriculture, food processing), households influence these impacts through their dietary choices
and habits. This consequently affects the environment through food-related energy
consumption and waste generation. Each year, an estimated 1/3 of all food produced –
equivalent to 1.3 billion tons worth around $1 trillion – ends up rotting in the bins of consumers
and retailers, or spoiling due to poor transportation and harvesting practices2 billion people
globally are overweight or obese. Land degradation, declining soil fertility, unsustainable water
use, overfishing and marine environment degradation are all lessening the ability of the natural
resource base to supply food. The food sector accounts for around 30 per cent of the world’s
total energy consumption and accounts for around 22 per cent of total Greenhouse Gas
emissions.SCP is important because human beings exert extreme stress on the planet and its
resources. Every living being relies on the planet for the basic needs of air, food, water and
shelter. In addition, humans exert a special kind of stress on the planet, an exponential pressure
to provide beyond the basic needs such as bigger houses, nicer cars, the latest gadgets and
appliances, entertainment, fashion items, annual vacations and so on. It is estimated that the
world population will reach 9.5 billion by 2050. The number may not mean much until we
consider that 70 percent of the world’s population is predicted to live in resource-intensive
urban areas and 3 billion middle class consumers will join the global economy by 2040. Put
simply, it means more people with greater wants will consume more.Our consumption (and
production) pattern is problematic because we only have one planet with finite resources. If we
keep consuming and producing like we do currently, there will come a day when the earth can
no longer provide us with the resources necessary to fulfil our unlimited wants. Forget the
wants, the earth may, in fact, be unable to provide us with what we need: clean water, air, food
and basic shelter. Another facet of the state of humanity is that while we have made good
progress in addressing poverty, 1.2 billion people are still living in extreme poverty today. So,
on one hand we have rich people “wanting more” and, on the other, we have poor people
“needing” the essentials. Additionally, not all our wants are superficial. After all, is it all that
bad to want better healthcare, more varieties of food, longer lives, better education, safer
communities, better roads, more telecommunication and comfortable lives for our families and
children? No. Thus our governments, our businesses, and we as individuals engage in a whole
lot of human activity in pursuit of better lives.Unfortunately, all the human activity comes at a
cost to the planet, be it aimed at meeting needs or fulfilling wants. Geologists have declared
that we have entered a new epoch since 1950, “the Anthropocene” where human activity has
an incredible impact on the environment of the planet. For instance, human activity has pushed
extinction rates of animals and plants far above the long-term average, increased levels of
carbon dioxide in the atmosphere at the fastest rate in 66 million years, put so much plastic in
the waterways that microplastic particles are now omnipresent, doubled the nitrogen and
phosphorous in our soils in the past century with fertiliser use, and left a permanent layer of
black carbon (airborne particulates from fossil fuel burning) that affects human health,
visibility, ecosystems, agricultural productivity and exacerbates global warming.Therefore,
considering 1) the unlimited human aspiration and increasing disposable income 2) the need to
alleviate poverty and provide decent living standards for the entire world’s (growing)
population and 3) the incredible impact of human activity on earth, we must find solutions and
compromises. Perhaps the Middle Path is the way. In other words, in order to ensure that
development addresses the need of all humanity while removing excessive stress on the planet,
adoption of sustainable patterns of consumption and production is an imperative. Sustainable
living in its truest sense may be achieved only if we radically change our consciousness.
Whether it is checking population growth or letting go of all our wants and desires (beyond the
basic necessities), debating roles of economy and technology or rethinking current systems and
institutions, these “big questions” are difficult to answer and even more complicated to achieve.
Therefore, in the absence of such a transformational shift in our paradigm, adopting Sustainable
Consumption and Production practice is a viable and immediate solution in alleviating some
of our pressure on the planet.The main barriers to sustainable consumption include: lack of
awareness and training; lack of support from the community, government and industry;
reluctance to include the true environmental and social costs in the price of goods and services;
ingrained unsustainable thinking and behaviours patterns; and lack of alternative sustainable
products and services.

LITERATURE REVIEW
“the people who will succeed fifteen years from now, the countries which will succeed, are
those which are most based on a sustainable vision of the world. That is what we should be
training people to do.”Rt Hon Charles Clarke MP, Secretary of State for Education and Skills,
25th March 2003. (cited Forum for the Future, 2004)
Research has shown that a variety of factors can motivate people to consume sustainably. In
reviewing the basic methods suggested by philosophers notes that there are essentially four
main strategies that could motivate consumers to make sustainable consumption choices:
“government laws and regulations, incentives, programmes of education to change people's
attitude, small group/ community management and moral, religious or ethical appeals” [1]This
research shows consumer decisions are in fact driven by emotional and even biochemical
forces, underlying values, force of habit and a variety of external factors including availability,
affordability, convenience and social norms. These underlying forces can make it difficult for
consumers to change, but changing the external factors also offers potential to make it easier
for consumers to change. While consumers do need better information, information by itself
often has limited effectiveness in changing consumer behavior. Literature Review: Key
Challenges in Sustainable Consumption January 3, 2012 Primary Authors: David Allaway and
Leslie Kochan. “The situation the Earth is in today has been created by unmindful production
and unmindful consumption. We consume to forget our worries and our anxieties.
Tranquilising ourselves with over-consumption is not the way” – Thich Nhat Hanh
Two-third of the world’s resources has already been ‘used up’; we can no longer take for
granted the ability of Earth to sustain future generations. Human activities are putting such a
strain on the natural functions of the Earth that sustainability becomes a key element in general
and for organizations in particular. The unforeseen result of economic, social and
environmental growth which uses ecological resources makes consideration of sustainability
important. Sustainability refers to economic, social and environmental base that must be
viewed, synchronized and addressed to ensure the long term viability of our community and
the planet [4]. Sustainability or sustainable development is broadly defined as “forms of
progress that meet the needs of the present without compromising the ability of future
generation to meet their needs”[5]. Knowledge, influence, conclusion, implementation and
affirmation are behavioural adoption stage of sustainable development[6]. The idea which
formed the underlying foundation for defining what sustainability means arose at a United
Nations Conference on Human environment in 1992 in Sweden[7]. Sustainable development
entered the development discourse in early 1970s which was legitimized following the United
Nations Conference on Environment and Development held in Rio de Janerio, Brazil in
1972[8] Sustainability refers to economic, social and environmental concerns that must be
viewed, coordinated and addressed to ensure the long term viability of our community and the
planet[12]. The present paper discusses about environmental dimension of sustainability which
involves making decisions and taking action that are in the interests of protecting the natural
world, with particular emphasis on preserving the capability of the natural environment to
support human life. Environmental sustainability is about making responsible decisions that
will reduce negative impact on the natural environment[13]. Sustainable development has
traditionally given importance to environmental dimension of sustainability framework. Molly
Scott Cato (2009) [14] in his book “Green economics” explained the three pillars of
sustainability suggesting that both economy and society are constrained by environmental
limits. Consumption is nowadays not only restricted to meet the private needs, but goes beyond
as it also regards social justice and the environmental aspects[15]. According to American
Marketing Association consumption is defined as “the direct and final use of goods or services
in satisfying the wants of free human being”. Therefore sustainable consumption is defined as
“the consumption of goods and services that have minimal impact upon the environment are
socially equitable and economically viable whilst meeting the basic needs of humans,
worldwide. Sustainable consumption targets everyone, across all sectors and all nations, from
the individual to governments and multinational conglomerates”[16]. Research has shown that
a variety of factors can motivate people to consume sustainably. In reviewing the basic methods
suggested by philosophers notes that there are essentially four main strategies that could
motivate consumers to make sustainable consumption choices: “government laws and
regulations, incentives, programmes of education to change people's attitude, small group/
community management and moral, religious or ethical appeals”[17].
 OBJECTIVE-
- How can consumption be made more sustainable?
-What can be done to make it easier for consumers to make climate-smart choices?
These are some of the questions in focus in the Government’s strategy for sustainable
consumption. The aim is for the strategy to contribute to environmentally, socially and
economically sustainable consumption.

RESEARCH METHODOLOGY
The assessment of environmental impacts from lifestyles requires a consumption perspective,
which captures the environmental impact throughout the supply chain of everything people buy
and use. Sustainable consumption policy requires knowledge of current and projected
consumption patterns, and to account for the environmental impact of those consumption
patterns. Questions that need to be answered when addressing sustainable consumption include
who causes how much of which impact and how consumption patterns can be changed to
reduce these impacts. A quantification of the environmental impacts of household consumption
can identify high impact activities and determine whether a shift in consumer patterns
contributes to reducing or increasing these impacts. By comparing different household and
population types, we can identify the underlying factors which influence the extent of these
impacts. We can look back over time to see how changes in consumption patterns have affected
environmental impacts and whether there has been sufficient technological progress to offset
the increases in consumption and population (Hertwich, 200616).
Environmental input-output analyses (EIOA) and process life-cycle assessments (LCA), or a
hybrid of the two, fit the requirements for sustainable consumption analyses. Both can trace
the environmental impacts along the supply chain from the point of consumption. LCA is based
on the collection of data on physical inputs, outputs and emissions from companies, whereas
IOA uses standardised IO tables and environmental accounts, collected through national
statistical offices, to attribute an impact to the final consumer based on expenditure patterns.
Analysing the environmental impacts of household consumption has been one of the most well-
studied aspects of environmental and life-cycle assessments since the 1970s. It is often assumed
that the impact of a household is limited to impacts that occur on-site, such as energy use to
heat homes or the pollution emitted from driving cars, but the goods and services that we buy
have an impact ‘embedded’ in them. Capturing the environmental consequences throughout
the supply chain of everything people buy and use is essential when taking a consumption
perspective. A simple example is the purchase of a car. The impact is not caused by driving the
car alone, but also through the raw material extraction, manufacturing, distribution and disposal
of the car.

RESEARCH RESULTS
Many of today's environmental problems are linked to our private consumption. To reduce
consumption's negative climate and environmental impact, we must change how and what we
consume. The Government's strategy for sustainable consumption focuses on what the State
can do, together with municipalities, the business sector and civil society, to make it easier for
consumers to act sustainably.

Focus areas

▪ Increasing knowledge and deepening cooperation

Knowledge about the impact of consumption on the environment needs to be enhanced and
cooperation deepened at different levels in society.

 Forum on eco-smart consumption- The Government wants to establish a new forum to

bring together actors who, in various ways, can contribute to more eco-smart
consumption and lifestyles. The forum aims to spread examples of good practice and
create solutions for more sustainable consumption. The Swedish Consumer Agency
will be responsible for the forum and will collaborate with other relevant government
agencies. In the Budget Bill for 2017, the Government has proposed an investment of
SEK 43 million up to 2020, and thereafter SEK 9 million per year for the Agency's
work on environmentally sustainable consumption. A network will be linked to the
forum to promote active cooperation with researchers, the business sector, county
administrative boards, municipalities and county councils, and civil society.

 Environmental focus in schools play an important role in increasing children's and

young people's knowledge about consumption and the environment. The Government
wants to task the Swedish Consumer Agency with collaborating with other relevant
actors to facilitate teaching about

 The impact of consumption on the environment, for example by ensuring that school
materials and lesson plan suggestions are easily accessible.

▪ Encouraging sustainable ways of consuming

As consumers, we can contribute to environmentally sustainable consumption by changing our
behaviours. But many of us often experience obstacles, such as a lack of information. Often
costs, habits, lack of time and influence from our surroundings also underlie our purchasing
decisions and other behaviour patterns.

 Eco-smart behaviour patterns-The Government proposes that the Swedish Consumer

Agency be tasked with a special assignment to actively promote more eco-smart
consumption and lifestyles. The assignment would include various ways of 'nudging'
consumers by encouraging and making it easier for them to choose the best alternatives
from an environmental perspective. The work should be linked to the forum and
coordinated with the Agency's efforts to improve environmental information in its Hallå
konsument (Hello consumer) information service. Positive developments in the sharing
economy
The sharing economy, which involves goods and services being shared in various ways,
can provide increased freedom of choice and lower prices, contributing to greater
opportunities to consume sustainably. The Government has instructed an inquiry to map
out the sharing economy, analyse the legal status of different users and examine the
 need for measures to promote positive developments in the sharing economy.

 More effective ecolabelling-For ecolabelling to have a strong impact, in addition to

gaining consumer confidence, it is essential that it keeps up to date with developments
on the market. The Government intends to promote effective, independently certified
ecolabelling schemes that gain good traction among companies and consumers –
internationally too. The Government will consult relevant actors on the potential and
requirements of ecolabelling ahead of upcoming measures.

▪ Streamlining resource use

Reusing goods instead of buying new ones contributes to a more sustainable lifestyle and leads
to major benefits for the environment.

 Goods that last longer-To encourage the recycling of goods, the Government proposes
a reduction in the VAT rate from 25 per cent to 12 per cent for repairing bicycles, shoes,
leather goods, clothing and household linen. A tax reduction will be introduced for the
repair and maintenance of white goods carried out in the home. The Government is also
working to ensure that, based on the EU Eco design Directive, sustainability
requirements are introduced for more product groups and for providing information
about opportunities for repairs. Circular economy The Government is working in
various ways to facilitate the development of a circular economy. In addition to pushing
EU efforts, the Government has instructed an inquiry to propose policy instruments to
promote a circular economy, including making it easier to reuse goods through, for
example, trade in used goods, and repairing and upgrading goods.

 Sustainable waste management-Waste prevention efforts focus on food, textiles,

electronic products and construction materials. The Swedish Environmental Protection
Agency has been instructed to present proposals for a revised national waste
management plan for the period 2018–2023. In the EU, the Government is pushing to
ensure products are designed in a way that facilitates recycling.

▪Improving information on companies' sustainability efforts

Through demand and engagement, consumers can influence companies in a more sustainable
direction. But this necessitates clear information about companies' sustainability efforts,
including the consideration they take of the environment.

 Businesses' and the financial market's sustainability efforts

The Government has proposed new regulations that require major companies to report
on their work on sustainability issues, for example the environment, human rights and
anti-corruption activities. The financial sector plays an important role in the
achievement of sustainability objectives. An inquiry has proposed measures that
improve comparability with regard to which sustainability aspects are taken into
account in fund management, which involve new and stricter information requirements.
As part of deliberations on whether Sweden is to pioneer free and fair trade, viewpoints
 have been obtained from civil society, and further measures are being considered.

 Tougher measures against false green claims

Environmental claims are increasingly being used in marketing. Nevertheless,
consumers can sometimes be misled regarding which environmental considerations
companies have actually taken. The European Commission has produced special
guidelines on making environmental claims in marketing. The Swedish Consumer
Agency has commissioned a study on how environmental arguments are being used
and on which markets. The study will form the basis of the Agency's supervision of the
area. The Agency is also entitled to immediately stop companies engaging in unlawful
marketing practices, such as false environmental claims.

▪Phasing out harmful chemicals

The Government's environmental efforts include measures to ensure a toxin-free environment
and reduce the risks associated with chemicals in our everyday lives. Children are particularly
vulnerable to hazardous chemicals and are therefore given special priority.

 Toxin-free everyday environment-The Swedish Chemicals Agency has been given a

renewed mandate to work on the action plan for a toxin-free everyday environment,
which includes contributing to effectively regulating chemicals at EU level. The
Government is pushing for the EU to ensure hazardous chemicals are phased out of the
circular ecocycle as soon as possible. The Government has proposed a specific tax on
hazardous chemicals in certain electronic products. Special measures are also being
taken regarding microplastics, among other things. A proposal to establish a knowledge
centre to produce alternatives to hazardous chemicals is currently being investigated.

▪Improving security for all consumers

Strengthening social sustainability involves paying attention to consumers' different
circumstances, for example based on financial situation, age, gender, disability or other
personal circumstances.

 Efforts to combat over-indebtedness

In autumn 2015, the Government presented a strategy to combat over-indebtedness.
The strategy contains augmented debt restructuring activities and instructions to the
Swedish Consumer Agency to produce recommendations for municipal budgetary and
debt counselling services. The Agency has also been tasked with cooperating with the
Swedish Enforcement Authority and the Swedish financial supervisory authority
(Finansinspektionen) to promote deeper cooperation with various stakeholders, which
may help people who have, or risk having, debt problems to get their financial situation
in order. In autumn 2016, the Government will receive a proposal from an inquiry on a
more accountable market for quick loans and other types of consumer credit. The
Inquiry into gambling licences is currently analysing whether the ban on gaming on
credit needs to be stricter to combat over-indebtedness as a result of gaming and
lotteries, among other things.
  Consumers' different circumstances
Certain consumers are more vulnerable than others to aggressive business practices,
which should be taken into account to a greater extent in connection with national and
EU legislation. This issue may be relevant in connection with the upcoming review of
EU consumer protection legislation and in connection with measures to promote more
sustainable consumption. Attention will also be paid to issues concerning consumers'
different circumstances in connection with follow-ups of the overall consumer support.

▪Focusing on food, transport and housing

Three areas in sustainable consumption are particularly important: the food we consume, the
means of transport we choose, and the type of housing we live in. These areas together are
responsible for the greatest emissions from private consumption. The environment, our health
and household finances will benefit from changing our behaviours in these areas to a more
sustainable approach. The forum on eco-smart consumption will have an important role to play
in this context.

 Sustainable food-The consumption of food, such as meat, accounts for a large share of
consumers' climate impact. The Government is currently working on a food strategy.
The Government also wants to see country of origin labelling of meat for restaurants
and institutional catering. Sustainable housing Operation and maintenance of housing,
and housing construction and renovation, have a considerable impact on the
environment, health and household finances. Energy use in housing is affected both by
the choice of products and how they are used. A lot of work has been carried out and is
continuing: a new joint EU-wide energy labelling scheme for household appliances is
on the way; the Government is working actively to ensure clear energy and
environmental requirements based on the EU Eco design Directive; the municipal
energy and climate advisers should be able to offer target-group-tailored support; a
forum for smart electricity grids has been established; and a tax credit scheme has been
introduced for microgeneration of renewable electricity.

 Sustainable transport -A number of measures are being implemented to encourage

individuals to travel by public transport, bicycle or foot. Investments are being made to
improve public transport in rural areas, and state support is being provided for
municipalities' work on sustainable cities and public transport in urban areas.
Investments have been made to promote cycling and a cycling strategy is being drafted.
In addition, further support to local climate investments has been proposed, such as
investments in charging stations and biogas. The Government is working on a proposal
from an inquiry on a bonus-malus system that uses a bonus to reward the purchase of
vehicles emitting relatively low levels of carbon dioxide, while vehicles emitting
relatively high levels of carbon dioxide pay higher tax. In autumn 2016, a government
inquiry will present proposals on tax on air travel to the Government.

Currently new sustainable initiatives are being taken up by different countries. For
example, San Francisco on March 4, 2014 became the first major city in the U.S. to ban
the sale of plastic water bottles on public property. Australia was the first country to
announce that incandescent light bulbs would be completely phased out by 2010 and
replaced by florescent models which use about 20% of the electricity to produce the
same amount of light. Canada has developed new standards with the intent of
eliminating incandescent lighting by 2012. In 2002, India banned the production of
plastic bags below 20 µm in thickness to prevent plastic bags from clogging of the
municipal drainage systems and to prevent the sacred cows of India ingesting plastic
bags as they confuse it for food. Although after making such initiative by government
and public policy there is a lack of sustainable attitude and sustainable behaviour.

Some businesses, nongovernmental organizations and policymakers prefer limiting

“sustainable consumption” to “consuming differently.” This makes it more difficult to
examine “consuming less” as a potential policy goal. Yet a growing field of literature
suggests that reductions in consumption, if coupled with other changes, may not
compromise life satisfaction but rather might improve it for many societies. For
example, Knight et al. (2011) find confirmation for the hypothesis that meeting needs
through social relationships and community ties rather than commodities decreases
material consumption and increases well-being.

Limitations of the Study

1. Natural Resource Scarcity- The consumption of natural resource,
reduces the amount of resources available for future generations.
2. The issue of fairness- The non-sustainable consumption of natural
resources implies an inequitable distribution of the gains from using
the natural environment. This is the issue of fairness. In a market
economy fairness, like resource scarcity, is often perceived as solely
an issue of the efficient allocation of available resources. That is, the
efficient use of resources provides the greatest benefits to a society.
If one individual becomes better off, another becomes worse off.
This is unfair.
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