Understanding Users of Sustainable Consumption: Triggers
for Innovation
Anne Marchand, A M.Sc candidate, Design and Complexity
Professor Alain Findeli, Scientific Director, Design and Complexity Program, School of Industrial Design, Faculty of Environmental Design University of Montreal, CP 6128, Succursale Centre-Ville, Montreal, Canada, H3C 3J7. Phone: (514) 277-3726 fax: (514) 343-5694 e-mail:
Abstract
Consumption is the eventual aim of all production, but consumption and production together are the sources of all man-made stresses on the natural environment (Heiskanen and Pantzar, 1997). The need for a change in consumption patterns, especially in industrialized countries, is globally recognized as an essential goal (OECD,1998; UNEP, 2000a; United Nations, 1999). Recently, the need to develop more sustainable lifestyles and patterns of consumption was strongly reaffirmed at the World Summit on Sustainable Development (WSSD) held in Johannesburg in September 2002.
But sustainable consumption, like sustainable development, is a goal with uncertain boundaries. There is no clear definition of sustainable consumption, nor are its implications well understood. The problem of defining and understanding the implications of sustainable consumption is complex because this notion, as applied to consumers, involves subjective issues which include values, quality of life, and needs.
Environmentalist literature often emphasizes a change of values as one necessary step in solving environmental problems (Paavola, 2001). In this regard, the 20th century – characterized by a consumer-oriented culture – has led to a growing critique from consumers. Over the past decade, this has given rise to new consumer profiles which question their own consumption choices and values. This increasing awareness on the part of some consumers has led to the development of identifiable and relatively homogeneous interest groups which promote sustainable consumption patterns, including such organizations and movementsas Consumer International, Friends of the Earth and Voluntary Simplicity. These consumers, whether as individuals or groups, are increasingly sensitive to the world that lies behind the products they buy. According to UNEP, this increasing awareness about environmental and social issues is a sign of hope, on which governments and industry must build (UNEP, 2000b). Sustainable consumption accordingly has important implications for business, which include probable changes in both sectoral demands and product development (Cooper, 1998).
In this spirit, the proposed paper offers an empirical and theoretical understanding of the concept of sustainable consumption, and suggests new perspectives for both design research and practice. The phenomenological interview-based research, involving users who present characteristics of this consumption mode through their attitudes and habits of life, examines their relation to products and services. The study yields a preliminary theoretical model structured along four dimensions: ethics, aesthetics, need and product quality. The paper, together with some methodological questions specific to such qualitative enquiries, will discuss this model in relation with this emergent consumer profile and underline its particularities in comparison with the traditional consumer attitudes and behaviors.
As a complement to the existent knowledge on the subject, which comes from disciplines such as economics, sociology, psychology, and most recently marketing, the results of this study reveal a concrete new visual culture and aesthetic definition finding its expression at the meeting of ethics and “traditional” aesthetics. The research also shows that this new type of user personally dissociates their self-identity from objects. Finally, the paper also discusses the notions of meaning, hyper-specificity of products, users’ initiatives and alternatives to classical consumption, and proposes these as openings for new frames of action offering opportunities for innovation.
References
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Heiskanen E. Pantzar M. (1997). “Toward Sustainable Consumption: Two New Perspectives”, Journal of Consumer Policy, no 20, pp. 409-442.
OECD(1998). Towards Sustainable Consumption Patterns: A progress Report on MemberCountry initiatives, Paris: OECD.
Paavola, J. (2001). “Towards Sustainable Consumption: Economics and ethical concerns for environment in consumer choices”, Review of social economy, Vol Lix, no.2, June, pp. 227-248.
UNEP(2000a). Working group on sustainable product development, March 2000
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UNEP(2000b). “Sustainable consumption and production”, Creating Opportunities in a changingworld: report of the 4th International Business Forum, Berlin, 1999.
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