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1、Make Informed Consumption Choices-Towards Sustainable ConsumptionChanghua WuPresident,Professional Association for Chinas EnvironmentApril 29th,2005Beijing UniversityConsumer Sovereignty .4这是一个多事之春，不断有大企业陷入危机之中4SK II、亨氏、强生、联合利华、肯德基、APP、朝日啤酒4这也是一个消费者不断宣泄自己情绪的春天：4因为恐慌而不敢吃肯德基4因为民族情绪而拒绝喝朝日啤酒4因为有社会责任感而拒绝
2、购买APP 的产品4当这种情绪每每体现为向商家说”NO”的时候4企业强烈体会到了民众消费情绪的力量。I.Understanding ConsumptionWhat is consumption?4Functional role:satisfying needs for food,housing,transport,recreation,leisure,and so on well-being and welfare4Social and cultural:Consumerism is what defines our age and is the lens through which most
3、 people view our times Gary Cross;4Personal:Consumption has given hundreds of millions of people a new sense of independence and has become a common benchmark to measure personal accomplishment;4Political:President Bush,after“9.11,”advised his fellow Americans that it was their patriotic duty to go
4、to the mall and“buy.”Consumers=God?4The Curve:4The Equation:4I=P A TSupplyDemandConsumption Choices4Consumption patterns are the result of choices of a wide variety of actors including business,government and individual households.4Adam Smith-Decisions reached individually will be the best decision
5、for an entire society.Examples of Impact4在加拿大沿海省份，由于过渡捕捞，上世纪九十年代初，鱈鱼捕捞业几乎崩溃，结果，三万渔民不得不靠政府福利为生，仅NEWFOUNDLAND 一个地方，700个社区经济中，十分之一遭扼杀。4中国的主要城市中有100多个城市的居民面临严重缺水，其中部分原因是城市附近河流和地下水源遭过渡开采和污染。4印度森林的商业砍伐严重破坏了传统上村落管理当地森林的制度，结果，几百万村民遭受薪炭木和建筑材料缺乏之苦。Some worrisome trends4生活在高收入国家的世界15%的人口占世界总消费的56%，而生活在世界最贫穷的国家
6、的40%的人口只占总消费的11%。4随着上世纪90年代世界经济的不断扩大，多数人今天消费的物质在增多，很多国家的生活水平不断上升，但是，每个非洲家庭的平均消费却比25年前减少20%。4预测显示，世界人口到2025年将增至80亿，到2050年为93亿；人口的增加，加上生活水平的提高，尤其是发展中国家的生活水准上升，将对土地、水、能源和其他自然资源带来巨大压力。Trends(continued)4农业贸易在增加，但农业的扩张威胁其他生态系统，对森林、湿地、山地和生物多样性的最大威胁来自由于粮食需求的增加而带来的农业土地的扩张，以及过于密集的耕种而带来的耕地减少。4到2025年，近世界一半的人口将经
7、历缺水；全球范围内，水采集已达总可再生水资源的10 20%。4世界森林覆盖面积继续缩小。世界森林覆盖率在上世纪90年代减少了约2.4%，每年损失约90000平方公里。4矿物燃料的消耗和二氧化碳排放继续上升。发达国家的人们消费的矿物燃料相当于发展中国家的10倍。II.Factors Influencing Consumption ChoicesAccess-key to making choices4Access to information4Access to alternatives of goods and services4Access to infrastructure to deli
8、ver alternative goods and services4Access to legal remedy when damage occursOther Key Elements Influencing Choices4Motivations,attitudes and values4contextual/situational 4Social influence4Personal capabilities4Costs and benefits4Habits,routines,cuesModels of consumer behaviorAttitude-behavior-conte
9、xt(ABC)theoryStern and Oskamp 1987Stern 2000Behavior is an interactive product of“internal”attitudinal variables and“external”contextual factorsExpectancy-value theoryFishbein 1973,Ajzen and Fishbein 1980Behavior is motivated by expectations about consequences and values attachedElaboration-likeliho
10、od modelPetty 1977,Petty and Cacioppo 1981Long-term success of persuasive message depends on how much mental processing is undertakenInterpersonal behaviorTriandis 1977Influence of habitual,social and affective factors,besides expectancy value and normative belief constructsModelsMotivation-ability-
11、opportunity modelThogersen 1995International motivational variables and external contextual variables of ability and opportunityNorm activation theorySchwartz 1977,1992Pro-social or altruistic behaviors,activated by awareness of consequences of ones actions and personal responsibilySymbolic interact
12、ionismBlumer 1969,Mead 1934People interact with things based on the symbolic meaningsTheory of planned behaviorAjzen 1991Incorporate actors perceived control over outcomes of behaviorInfluence and Inform Choices4Inform4Influence4Change 4Stimulate and facilitate better products and services4Alter cur
13、rent infrastructure and regulatory framework that lock consumers into unsustainable behavior.III.Sustainable ConsumptionSustainable Consumption 4The ultimate goal:improved quality of life for all consumers.4Consumer(current and future generations)needs and demands fulfilled4Resource efficient and le
14、an4Minimal negative environmental,social and economic impactsUN Guidelines4P.43-Responsibility for SC shared by all members and organizations of society,with informed consumers,government,business,labor organizations and consumer and environ organizations playing particularly important roles.Informe
15、d consumers have an essential role in promoting consumption that is environmentally,economically and socially sustainable,including through the effects of their choices on producers.4P.44-Governments,in partnership with business and relevant organizations of civil society,should develop and implemen
16、t strategies that promote SC through a mix of policies that could includeinformation programs to raise awareness of the impact of consumption patterns.UN Guidelines4P.49-Governments should promote awareness of the health-related benefits of sustainable consumption and production patterns.4P.50-Gover
17、nments,in partnership with the private sector and other relevant organizations,should encourage the transformation of unsustainable consumption patterns through,including information and communication technologies,that can meet consumer needs while reducing pollution and depletion of natural resourc
18、es.UN Guidelines4P.53-Governments,in cooperation with business and other relevant groups,should develop indicators,methodologies and databases for measuring progress towards SC at all levels.This information should be publicly available.4P.55-Governments and other relevant organizations should promo
19、te research on consumer behavior related to environmental damage in order to identify ways to make consumption patterns more sustainable.Stakeholders and Practitioners4Government4Business4Civil society organizations4Individuals and households4MediaRock the Same Boat.4Form partnership4Inform consumer
20、s4Raise awareness4Understand consumers4Educate consumers4Market SC products and services 4Track progressesbusinessNGOsIndividualmediagovernmentGovernment to take the lead.4Governments are responsible for providing consumers of household goods and services with necessary tools to make informed and su
21、stainable choices4Ensuring accurate and reliable information in the market and prioritizing public environ information strategies to support households to adopt more SC patterns4Highly developed consumer-focused information programs can assist governments to adopt policies and methods that will prom
22、ote SC.NGOs role4Promote public participation and debate on SC4Pressure government and business towards SC policy and practices4Educate/inform consumers of SC choices4Carry out specific SC programsPolicy Options and Strategy 4Ensure that incentive structures and institutional rules favor SC behavior
23、4Enable access to SC choices4Engage people in initiatives to help themselves4Exemplify the desired changes within governments own policies and practicesA new policy model for behavior change?enableincentivescatalyzeengage-remove barrier-give info-provide facilities give alternatives educate/train pr
24、ovide capacity-through tax system expenditure/grants reward scheme recognition/social pressure penalties-Is the package enough to break a habit?-Govt role to exemplify and drive change/stimulate markets?-community action co-production deliberation fora personal contacts/sneezers media campaigns/opin
25、ion formers-networksTools to Reinforce Change4Regulatory instrument:41)command and control42)incentives and disincentives43)information44)non-mandatory 4Certification,product information and impartial testing4Waste minimization and recycling4Green procurement 4Awareness,education and marketingConsum
26、er Governance A Policy CycleTechnical,Social and Political InnovationsIV.Cases and PracticesSetting Priorities-EUNational Level Strategy-UKConsumer VOICE Challenges Popular Brands-IndiaConsistent finding:Indian brands give multi-national brands a run for their money.4Indian refrigerator brand Videoc
27、on outperforms Whirlpool and Samsung.Videocon also the most energy-efficient of all refrigerators tested.4MNC brand Alstom finishes last among 14 brands.4Indian toothpaste brands better than 7 MNC brands tested.Results and impacts:15 Environmental guidelines for public purchasers(with several subtop
28、ics).According to the state institutions 40%of their purchasing is green buys.According to the regions 40%of their purchasing is green buys.According to the municipalities 20%of their purchasing is green buys.Green Procurement in DenmarkResults and impacts:450%of the suppliers answered that environm
29、ental requirements from public purchasers had influenced their product development.4Only 50%of the municipalities have implemented a green purchasing policyGreen Procurement in Denmark333014802532208032351800102030405060 NUMBER OF INDUSTRIES200220032004PROPER 2002-2004BlackRedBlueGreen GoldPROPER RA
30、TING SYSTEM 2002-PROPER rating system consists of five colors designed to represent the entire spectrum of environmental performance.-Ratings are based on performance in all aspects of environmental management within and outside a company-Unlike PROPER 1995,PROPER 2002 methodology includes water,air
31、 and hazardous waste and other factors.GOLDGREENBLUEREDBLACKNo pollution control effort,Serious environmental damagesEfforts meet minimum legal standardsBetter than legal standards by 50%,uses clean technology,waste minimization,pollution prevention,and resource conservationPollution level 5%of the
32、legal standards and near zero emissions level Efforts dont meet standardsV.Hurdles to OvercomeUnderstanding the NexuspolicyInfopracticegovernmentbusinessindividualProducerConsumerGoodsServicesEcosystemNGOsmediaGaps and“Noises”4Policy and practice4Information/message and policy4Practice and message/i
33、nformation4Among policies4Among information/messages4Among practicesInadequate Policy Tools in Asia4Scattered policy,initiatives and practices,lack of synthesized clear definition,policy framework,policy tools,strategy,experience to promote SC;4And yet,each country has been shifting its policy focus
34、es more towards sustainability,though gradually and slowly.Lack of Uniform Perception on SC4SC not as broadly known as SD/SP;but many sectoral practices and policies have integrated the practices in real life,such as sustainable energy,organic food,sustainable forestry,etc.4SC typically as part of t
35、he SD policies and strategies;4The China example-“resource saving society”,circular economyGaps between Policy and RealityMore Challenging4Asia review seems to point to the fact that there is an increasing info and programs to raise awareness,educate the consumers and market certain products,and yet
36、 the supply of SC-oriented products and services seems rather in short supply,let alone the infrastructure that is needed to deliver them.Urgent Need.4So,it is more urgent than ever for Asian countries to look at each others policies and practices as well as those from other parts of the world,to de
37、velop its own effective policy tools and promote the transformation towards SC.VI.“China Factor”The Worlds Largest Consumer Country4The latest survey shows that in 2004,Chinese consumers total consumption expenditures reached 700 billion USD,with an expected annual growth up to 18%,faster than the U
38、S;4In 2003,Chinese consumers ate 33%of the worlds rice,22%soybean oil and 12%meat products;4Out of the 1.7 billion people,27%of humanity,have now entered the consumer society,240 million are in China.What if?The Car Story4What would happen if China adopted the same consumption patterns as the USA?Th
39、is would mean producing another 850 million cars and more than doubling the worlds output of oil.The additional cars alone would produce more carbon dioxide per year than the whole of the worlds existing transportation system.4The fact is that China went from having virtually no private cars in 1980
40、 to having 5 million in 2000,which is likely to have 24 million cars in 2005,leaving still more than 1 billion prospective car buyers in China.Chinas Future Development AlternativesHistoricalStatesCurrentStateGreen DevelopmentPathPerilousPathHuman ChoicesCritical UncertaintiesPastPresentFutureDrivin
41、g ForcesChinas Futures4The Perilous Path:increasing resource use intensity,with two serious perils-continued social instability and environmental degradation4Green Development Path:decreasing resource use intensity,when the impact on environment is reduced through the development and implementation
42、of integrated economic and environmental policies and the engagement of the broader civil society in pursuing a new development strategy.Up or Through?Now(Developing Countries)Now(Developed Countries)Public ParticipationMarket MechanismPollution ControlResource ConsumptionEconomic DevelopmentThe Question to You4HOW?4 4 Thank You