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Tim Rukjær Adam Due “We simply must do everything we can in our power to slow down global warming before it is too late. We can save our planet and also boost our economy at the same time” - Arnold Schwarzenegger Green Development and Sustainable Behaviour in Modern Time Consumer Society Corporation

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Tim RukjærAdam Due

“We simply must do everything we can in our power to slow down global warming before it is too late. We can save our

planet and also boost our economy at the same time”

- Arnold Schwarzenegger

Green Development and Sustainable Behaviour in Modern TimeConsumer Society Corporation

TimRukjær20160571 MasterThesis 31/5-2018AdamDue20160584 AAUCCG Supervisor:JohnHird

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TableofContents

Abstract......................................................................................................................................................3

Introduction..............................................................................................................................................4

ProblemStatement.................................................................................................................................4

PhilosophyofScience............................................................................................................................4OntologyandEpistemology............................................................................................................................5

MethodologyDecisions.........................................................................................................................7

Delimitation...........................................................................................................................................10

Theory.....................................................................................................................................................12ConsumerSection............................................................................................................................................12WhoistheGreenConsumer?......................................................................................................................................13Needs,Desire,IdentityandConsumption.............................................................................................................18Needs..................................................................................................................................................................................................18Desire..................................................................................................................................................................................................19OrdinaryandInconspicuousConsumption.......................................................................................................................19IdentityandConsumption.........................................................................................................................................................20

MotivationalChallenges................................................................................................................................................20PrimaryMotives.............................................................................................................................................................................23SelectiveMotives...........................................................................................................................................................................26InformationalComplexityandPersonalResources.......................................................................................................27IndividualandSocialMorality.................................................................................................................................................28

BehaviouralChange........................................................................................................................................................31PersuasionTheory........................................................................................................................................................................32LearningandEducation..............................................................................................................................................................33Labelling............................................................................................................................................................................................34

Sub-conclusion.................................................................................................................................................35SocietySection..................................................................................................................................................36FoodandCorporateSustainability..........................................................................................................................36AGrowingDemandforFoodandtheSustainableChallenge.......................................................................38EnergyanditsLinktoFoodProduction................................................................................................................40PurchasingDecisionsandAttitudeonSustainableFoodProducts...........................................................40PressurefromPublicInstitutionsandTendenciesinOtherIndustries..................................................42FirstMoverIndustries–TheWindofChange..................................................................................................................46ParisAgreement.............................................................................................................................................................................49

Howfarhavewecome?Isitallfornothing?.......................................................................................................50Sub-conclusion.................................................................................................................................................51TheCorporatePointofView........................................................................................................................51CompaniesandSustainability....................................................................................................................................52CommitmenttoSustainability...................................................................................................................................54GreenMarketing...............................................................................................................................................................54

Sub-conclusion.................................................................................................................................................55

Analysis...................................................................................................................................................56Nestlé...................................................................................................................................................................56NestléCompanyPresentation....................................................................................................................................57SustainableDevelopmentGoals................................................................................................................................59Forindividualsandfamilies.....................................................................................................................................................60

TimRukjær20160571 MasterThesis 31/5-2018AdamDue20160584 AAUCCG Supervisor:JohnHird

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ForthePlanet..................................................................................................................................................................................61ForourCommunities...................................................................................................................................................................62

CommunicationofNestléSustainabilityCommitments.................................................................................64Instagram..........................................................................................................................................................................................65Facebook...........................................................................................................................................................................................65Youtube..............................................................................................................................................................................................66

Sub-conclusion.................................................................................................................................................66Toyota..................................................................................................................................................................67History..................................................................................................................................................................................67ToyotaEnvironmentalChallenge2050..................................................................................................................68Communication.................................................................................................................................................................74

Sub-conclusion.................................................................................................................................................75

Conclusion..............................................................................................................................................76

Discussion...............................................................................................................................................78

Appendices.............................................................................................................................................89

TimRukjær20160571 MasterThesis 31/5-2018AdamDue20160584 AAUCCG Supervisor:JohnHird

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Abstract

Inmoderntimes,weseeagrowingfocusonsustainability,andconsumersaswellas

corporationsandnationsthatstartquestioningthewayweliveourlivesandthewaywe

treatourplanet.Asaconsequenceoftheindustrializationandglobalisation,commodities

areaffectingthewayweliveourliveslikeneverbefore.Thisstudyseekstoilluminatethe

greenconsumerandthecharacteristicsofthispersona.Byinvestigatingtheoryandtestingit

onreal-lifecasesanunderstandingofthisgrowingphenomenonisreached.Theresearchers

ofthispaperseektodescribetendenciesandillustrateexperiencefromrealcompanies

throughthetermsoftheoryandanacademicassessment.Byworkingindepthand

understandhowandwhytheconsumeracts,feelsandthinks,asolidfoundationforthe

forwardanalysisiscleared.Societyandeverythingthatsurroundsthegreenconsumeris

naturallyimportanttounderstandaswell,andthereforehaveelementshereofbeen

analysed,inordertocreateamoreholisticframeworktoworkfrom.Finallythecorporate

pointofviewisinvestigatedinrelationtothegreenmovementonthemarket.Totestthe

knowledgethathavebeenbuiltaroundthegreenconsumer,forwardlythiswillbeputtothe

testinreallifecases.Thisiswheretheanalysiscomesintoplace,andhereresemblance

betweenfoundedtheoryandpracticalcasesisclarified.Totheextentofthispaperascopeof

theCriticalRealismhasembossedtheresearch.Knowingthatweneverwillbeabletoframe

thecompletetruthwithinthisparadigm,wehaveattemptedtodescribetherealitythrough

atransitiveapproach.Tothefindingsofthispaper,indicationsarethatsustainable

developmentandactivitiesareusefulincommercialcoherences.Thismaybeexplained

throughstrategicconsiderationsthatthispaperdoesnotprovideinvestigate.Thoughitis

importanttomentionthatdespitethegrowingfocusandpressurefrompublicinstitutions,

somecompaniesmaychoosetoapplyitsubtleintheirmarketingactivities.Thispaper

furthermoreconcludesthattosegmentproductstothegreenconsumer,itisimportantto

understandthemanyanglesandperspectivestherearetothistopic.Thegreenconsumeris

influencedalotbyneedsanddesire,andcanbecharacterizedbythreetypes:TheAntihero,

TheEnvironmentalHeroandTheAnarchist.Theyallresponddifferenttosustainable

productsandcommunication.

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Introduction

Itisfairtosaythattheconceptsofgreendevelopmentandsustainablebehaviouraregaining

moreandmorevisibilityandinfluenceinthewesternsocietyoftoday.Especiallyour

consumptionpatternsandbehavioursareverychallengedbynewenvironmentallyfriendly

discoursesandsociety’spressureonconsumerstodotherightthingandconsume

responsible.Butinfactthesetopicshavequiteafewmorefacetsthanjustto“consume

responsible”.Theprocessesofprocurementofproductshavebecomeincreasinglymore

complexasaconsequenceoftheindustrializationandglobalizationandcommoditiesfrom

allaroundtheworldareavailabletousatourdemand.Atthesametimecapitalismhas

influencedglobalcommerceinaprofit-orienteddirection(Jackson2005),whichhasleadto

excessiveconsumption,finallyleadingtooverproductiontomeetdemands.

Thispaperseekstoinvestigatetheunderlyingdimensionsregardingsustainable

consumptionanddevelopment,withanaimofgainingsomeinsightsandunderstandingon

threekeydimensions;theconsumer,thesocietyandthecorporateworldaswellasofthe

topicingeneral.Ontheonehanditisimportantenlightenthisareatocreateevenmore

attentiontowardssustainableconsumptionpatternsandresponsiblebehaviour,tobetter

serveourcommonworld,butitisatthesametimepossibletousethisgreenthinking

strategicallyinthecommercialworldandherebymaking“beingresponsible”profitable?

Thesethoughtsleadustothefollowingproblemstatement.

ProblemStatement

Whatisimportanttounderstandintoday’smarketregardingsustainable/green

consumptionandhowcanthisbeusefulincommercialcompanies?

PhilosophyofScience

Itcanbearguedthatphilosophyisconcernedwiththeessentialideasabouthowtheworld

isconstituted.Withthisinmind,philosophyofscienceistheessenceofscientificresearch,

whichprovidesideasandperceptionsabouthowtoapproachandaccessaresearchand

therebytogainknowledgeaboutaspecificareaorprinciple(Bryman2008).Thischapter

willthereforeoutlinehowweviewtheworldandrealityinthisprojectandhowweaimto

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createknowledge.Wewillapproachthismatterthroughexplainingourstandpointonthe

followingthreefundamentals;ontology,epistemologyandmethodology.

OntologyandEpistemology

Ontologycanbesaidtobethefirstcircleofunderstanding,whichisconcernedabouthow

theresearchercomprehendandunderstandsreality.Basically,theworldcanbeunderstood

fromtwomainperspectives;positivismandinterpretivism(BrymanandBhaskar2008).

Thefundamentalpositionofpositivismcanbeclassifiedasobjectivism,wherethe

researcherandactorsareexternaltoreality,andthereforehavenopossiblewayof

influencingneithertheworldnorthetruth.

Thestandpointofinterpretivismisbasedupontheunderstanding,thateveryhumanbeing

equallythroughinteractionsandinterpretationsareconstructingrealities.Hence,notruth

orconclusionsaboutrealitycanbemade,sinceweareallconstructingittogetherbytheway

weact,speakandinteractwitheachother.Bearingthisinmind,allindividualscreatetheir

ownsocialreality,whichisdifferentfromindividualtoindividual.Thissocialrealityisalso

everychangingandcontinuouslyunderconstructionasindividualsinteractwitheachother

(Kuada2012).

Weasresearchersareanchoredincriticalrealism,whichisexpressedthroughthisthesis.

Weareoftheconvictionthattheworldrestsonafoundationthatispartlyindependentof

human’sacknowledgements.Herebystatingthatwedonothavedirectadmissiontothe

worldwewanttoinvestigate.

Wearelikewiseofthepersuasionthatthereisarealityoutthere,whichisindependentof

humanknowledgehereof.Ontologicallyseen,thereactuallyexistsarealworld,unaffected

byhumanacts.Thisrealityisinvolvingofconsistingcausalcoherences,arrangementsand

structures.

Individualsarenotablereachaccesstothisreality.Thisisexplainedbythatitis

independentofhumanexistenceandacknowledgementhereof.Allepistemologicallyworkis

sociallyconstructed,humansbetween(BrymanandBhaskar2008).Distinguishingbetween

transitiveandintransitiveobjectsofknowledge(Bhaskar,Collier,andNorrie1998).The

intransitiveobjectsofknowledgeisdescribedasbeingobjectsthatalwayswillexist“out

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there”,evenifweashumansdonotacknowledgeorrealizetheexistencehereof.Transitive

objectsofknowledgecanbedescribedashumanattemptstounderstandandexplainthese

intransitiveobjects.Thisisdonebyusingmodels,theoryandhypothesis–theseare

consideredasbeingsocialconstructions,createdbyhumanactions,activitiesand

communication(Bhaskar,Collier,andNorrie1998).Thoughitisimportanttostressthat

thesetransitiveobjectsofknowledgecannotbereplacedwithrealityandtherebyremain

sociallyconstructedmodels,andstructuresinourattempttoclarifyreality,well-knowing

thattheseattemptswillnotreachthelevelofrealtruth(Bhaskar,Collier,andNorrie1998).

Bytheabove-mentionedinductiontoourcriticaluniverse,ourfocusistoobserve,explain

andunderstandToyotaandNestlé’ssuccesswithinstrategicimplementationofsustainable

andgreenmarketingandhowothercompanies,tofollowthetrendswithinsustainable

consumption,canapplyknowledgehereofwithadvantage.Itisimportanttostress,thatthe

analysisandinterpretationsofthisresearchisbasedonsocialcontractedknowledge,

therebyrestingonafoundationofeventsandexperiencesofsocialtransitiveconstructive

nature.

Twocompanieshavebeenchoseninthisresearch,toillustratethetendenciesand

inclinationsbycompanieswhoprioritisegreendevelopmentandmarketing.BothNestléand

Toyotaareconsideredtoexperiencesuccesswithinsustainableinitiativesandbyanalysing

theirgoals,methodsandresults,experiencecanbeusedfurtherinour“areaoffocus”:

sustainability.Itisourintentiontoinvestigatethesetwocompaniesstrategicinitiatives

withinsustainability,astheytakeplaceinthenaturalsociallife,toapproachapointof

explanationtotheintransitiveaspectsofreality.Weasresearchersarefullyawarethat

withinthisparadigmwedonotpossessadirectaccesstothesemechanisms,deeper

structuresandcausallaws.

Focusforthisresearch,isthefoundationofknowledgethatwewanttoestablishby

deployingrelevanttheoryandtendencieswithinsustainable-consumption,development,

tendenciesandhowthisisaffectedbydifferentelementslikethesustainableconsumer,

society’srole,thecorporatepointofviewandthepressurefrompublicinstitutions.

Moreoverourgoalistodemonstratehowcompaniescantakeadvantageofthesustainable

developmentweexperienceinmoderntimes.Theresultwillhopefullyprovideabreeding

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groundforfurtherinvestigation,toofwhatandhowcompaniescanutilizecorporate

sustainabilitymorestrategicallyintheirreality.

Wewillthroughtheresearchletusinspireandgainknowledgethroughtheoretical

foundations,cognizantofthefactthatthesedoesnotdefinethecompleteandfinaltruthand

issocialconstructed,therebyaninterpretationandanattempttounderstand.

MethodologyDecisions

Inordertoconductresearch,differentmethodscanbeappliedtocreatearelationshipand

associationbetweentheoryandresearch.Thesecanbecharacterizedas;deductive,

inductiveandabductivemethods(Kuada2012).

Deductiveresearchmethodstakeitsstandpointintheory.Theoriesareusedinordertotest

ahypothesisgainedorcreatedfromthesetheories.Thehypothesisistestedagainst

observedand/orcollecteddata.Herethetheorycaneitherbeconfirmedorrejected,based

upontheresultsfromtheobservationand/ortestcollectedfromdata.Inductivemethods

startswithobservations(BrymanandBhaskar2008).Theaimistoobservepatterns,

similaritiesanddesignswiththeaimofdevelopingorusingatheorytounderstandthese

observedpatterns.Theintentionofinductivemethodsismoreflexibleandexamining,and

aimtounderstandandinterpretratherthanexplainaphenomenon.Abductiveresearchcan

bearguedtobeakindofcombinationofboththeabovementionedresearchmethods.Itcan

besaidtobeahybrid.Thefundamentalideaistoshiftbetweentheoryanddatacollected

throughouttheresearch(BrymanandBhaskar2008).

Wehavechosentoapplytheabductivemethodforthepurposeofthisproject.Thisis

groundedbyourassessmenttothewayweapplytheorythroughouttheresearch.Westart

offwiththeoreticalassumptionsandapplicationsthatsubsequentlyarelinkedtosecondary

data,whereuponthisagainwillbediscussedintermsofthetheoreticalnatureofthe

research.Wetherebyshiftbetweentheoryandcollecteddatathroughouttheproject.

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Fromacriticalrealismpointofview,weareoftheconvictionthatwecannotreachafinal

anddefinitivetruth,althoughweaimtodosothroughoutourresearch(Bhaskar,Collier,and

Norrie1998).Bydoingthis,wecreateafoundationofknowledge,whichconstitutesasour

platform,wherewecancreate,shapeandsculpturewhatweseeascontemporaryandclose

reflectionofreality(Bhaskar,Collier,andNorrie1998).Thisisreachedthroughtheories,

whichwehaveappliedasthefirstpartofthepaper.Throughoutthepaperwewillconduct

researchandtrytounderstandandexplaincontextsandcoherencesfromthechosentheory.

Althoughweacknowledgethatwecannot“squeeze”thisinboxes.Thisiswherecritical

realismhasderivedfrompositivism,tothemoreconstructionisticparadigm,where

everythingissocialconstructed.

Inthisresearchwehavenotchosentostartfrom“scratch”.Thisexpressesitselffromthe

waythatwebuildourresearchuponothersfindings,withinthefieldofsustainabilityand

consumption.Bydoingso,weaddvaluableknowledgeandclarificationtothefieldof

research,therebycontributingtothescientificcommunity.Byusingexitingcasesandtheory

ofotherresearchersasfoundationandweconstructknowledgebyapplyingthistothecases

ofToyotaandNestlé.Whileduringsowewillgetaclearindicationofhowthepracticalcases

correspondwiththeorywithinthefield.Bothcompanieshavebeenselectedduetotheyare

consideredleadingwithinsustainabledevelopment–withintheirrespectiveindustries

(moreofthislater).Intermsoftheproblemformulation,weseektoillustratehow

companiescanusethesustainabledevelopmentanddemandinvantage.Theresearchersof

thispaperacknowledgesthatageneralcompletetruth,orforthatmatter“bestpractice”,

cannotbetransferredtoothercorporaterealities.Totheextensionofthisweseekto

analyzeandconcludeontendencies,patternsandtrytoidentifysomeunderlyingstructures,

byanalyzingourtheoreticalframeworkwiththetwocompanycases.Thisisvaluableinsight,

forfutureuse,andservestopassontheoreticalprovenexperienceforthoseofinterest.

Astodatacollection,chainsearchhavebeentheprimarymethodofemployment.Through

theinitialphaseofthedatacollection,wheretheresearchersgainknowledgeandinsightto

understandandlearnfromwhichchallengesandaspectsthetopicofsustainabilityconsists

of,chainsearchhaveaddedsubstantialvalue.Whenreadingdifferenttheoriesandscientific

articlesnewempiricexperiencehavepresenteditself.Byconstantlysubmergingand

deepeninginthesetrailsofknowledgetheresearchersofthispaperhaveobtainedabroad

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acquaintanceofsustainabilityandconsumption.Apositiveankleonthis,istheconstantnew

informationpresentedbythismethod.Asaresearcheryouwillleaddeepintotheverycore

ofthetopic.Apossiblenegativesidetothiswayofobtainingknowledge,isthatyoubase

everythingonthechoicesofothers.Thisisreflectedthroughoutthewholeresearch,even

withacriticalstancetowardsempiricalprocurement.Likewiseitiseasytobeseducedby

otherswork,henceitisimportanttothink“outofthebox”andcomplementwithother

empiricaldata.Thiscanfurthermoremeanthatthefinalresultcanbelessscientific

balanced,ornuanced.

Wehave,mostly,utilizedsecondarydataintheanalysis.Secondarydataisoftenwellwithin

reach,whichmakesitrelativelysimpletoacquire–comparedtoprimarydata.Inthecases

ofToyotaandNestlégreatvolumesofsecondhanddataisprocessed,butasresearcherswe

acknowledgethatNestléandToyotahaveapoliticalagendainappearingaspositiveas

possibletoconsumers,investorsandotherofinterest.Thismeansthatwehaveprocessed

dataofthischaracterwithaskepticallyandcriticallyapproach.Likewise,theonlysecondary

datausebyus,ischaracterizedasdeskresearch–thismeansthatthedatausedinthis

projectbasicallyisavailabletoanyonewantingtheinformation.

Twopersonshaveparticipatedinthisresearch.Thisnaturallycreatesamorebroad

assessmentintermsofthedatacollectionandsparringpractice.Furthermoreitbenefitsthe

projectbyunderstandingofwhatknowledgeactualisandmultiplepeoplearepositivefor

thediversityofopinionsandideas.

Inadditiontothis,itcanbeaddedthatweunderstandtheworldin“boxes”.Whenweopen

“Sustainability”,tennewboxesopensup,whicheachnowconsistsofadditional10new

boxes.Weexperiencesustainabilityandconsumptionasabroadareaofinterest,both

consistingofmanydifferentsubtopics.Wehavehighlightedtheonesofbiggestinfluencein

theelaborationofwhatweunderstandbysustainabilityinthedelimitationsection.Wesee

theseasfundamentalfortheunderstandingoftheproblemfieldandtheproblem

formulation.

Inordertoanswerourproblemformulation,thefirstpartofthepaperseekstoinvestigate

the“sustainableconsumer”.Todothis,theresearchersofthispaperhaveidentifiedsome

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keyelementswithinthefieldthatwefindnecessaryinthediscourseofthetopic.A

comprehensivereviewoftheoryonthe“GreenConsumer”isprocessed.Herewewantto

understandhowthistypeofconsumerisclassifiedandwhatpossibilitiesandchallenges

theycomewith.ByexaminingIdentity,MotivationalChallengesandBehaviouralChangewe

willcreateasolidtheoreticalfoundationforfurtherdiscourseandanalysis.Tocreateamore

holisticapproachtothetopic,tendenciesanddevelopmentonacorporate,nationaland

internationallevelwillcomplementthesectionregardingtheGreenConsumer.This

theoreticalframeworknowfunctionasadynamicplatformandastransitiveknowledge

objects.Asmentionedinthelastsection,wewillneverbeabletounderstandthecomplete

truth,butwecanattempttoframeapartofitbythehelpofthesetransitiveknowledge

objects.

Inourabductiveprocesswenowwanttoseehowtheorycorrespondswiththetwocases,

NestléandToyota.Regardlessofthefindings,wewillinoursearch,trytofindthecoherence

betweenhowwethinktheworldworks(ourtheory),andwhatwelearnfromthedata

collectedalongtheway.Thegoalistolearnfromtwocompaniesrecognisedfromtheir

sustainabledevelopment,inasearchforwhatothercorporationscanlearn.The

interdependentrelationshipbetweentheoryanddatacollectiontakesitsplaceasthecentral

methodologicalpractise.

Weasresearchersacknowledgeourpartintherealitywewanttoinvestigate.Wearenot

capableofunderstandingtherealityoutthere,withouttakingpartinit,orprocessitwithout

influencingit.Everythingweknowanddiscussissomethingthatwehavedescribedand

conceptualized.Bytryingtoinvestigatetherealitywearetakingpartinwhatwesee.

Delimitation

Asofthedefinitionandaccountingforwhatisunderstoodassustainabilityanelaboration

onthesubjectseemsappropriate.Tothenatureofthisproblemformulationitisimportant

toclarifywhatisunderstoodby“sustainability”.

Sustainabilityisabuzzwordinpresenttimes,andtheuseoftheworddoesnotseemtohave

limits,althoughtheessenceofthetermis“thatwhichcanbemaintainedovertime”

(Heinberg2018).Throughoutdifferentliteratureanddictionaries,complementary

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definitionscanbefound.Itcoversmanyareasandcanfluxinitsmeaning,dependingonthe

appliance.Whileillustratingthemeaningofsustainabilitytheresearchersofthispaper

acknowledgesandrealizesthatthereisnosuchthingas“eternalsustainability”.

Astronomerspredictsthatinseveralbillionyears,thesunwillsubmitenoughheattomake

theoceansoftheearthboil(Heinberg2018).RichardHeinberg(widelyknownasoneofthe

pioneersregardingresearchingandcommunicatingtheneedoftransitiontorenewable

energy),usethetermsustainabilityasaframeofreferencetoillustratecivilisationsand

societiesthatareabletomaintainthemselves,rangingfromhundredstothousandsofyears.

Thiswillbereflectedbythewaytheycarrythemselvessocially,andhowtheymanageto

preservetheenvironment(Heinberg2018).Asmentionedabove,therearemultiple

definitionsofwhatsustainabilitycovers.Mostdefinitionscentresaroundthesamecore,but

throughtheirformulationshaveslightlyvariousmeanings.OxfordDictionariesprovidestwo

versionsdescribingitas“Theabilitytobemaintainedatacertainrateorlevel”and

“Avoidanceofdepletion,ofnaturalresourcesinordermaintainanecologicalbalance”(Oxford

Dictionaries2018).

Manysub-conceptsemanatefromsustainabilityandwhileinvestigatingsustainability,new

wordsappearthatcanhelpframethemanyfacetsofsustainability.Renewable,inrelationto

energy,isincreasinglyusedinthediscourseregardingenergyconsumptionandproduction.

Conductingbusinesswithsustainabilityasfocalpointmayalsoimplytakingasocial

responsibility.Securingcommunitiesandinvolvedparties,bothupstreamanddownstream

inthesupplychain,helpsustainingbusinessandsocietiesinthefutureaswell(Kramer

2018).Ecologicalconsiderationscanalsobethepointofreferencewhendiscussing

sustainabilityaswellasresourcemanagementincludingtacklingwaterspillage,waste

disposal/renewal,correctuseofsoiletc.Thesefacetsofcorporatesustainabilityillustrates

thatsustainabilitycanbeappliedtomanyareas,businessmodelsandproducts.

Theuseofthetermsustainabilityhasincreasedcritiquelately,duetoitswideandopen

definition.Companieswithlackofdeeperunderstanding,andcarelesspeopleutilizethe

termtodescribewhatisallegedlysustainable.Insufficientdocumentationorassumptions

haveaffectedthetermofsustainabilitynegativeandsomeenvironmentalistshavedirectly

advisedagainsttheuseoftheterm,centraltothispaper(Heinberg2018).

Justasdifferentpartieshavedefinedsustainability,sustainabledevelopmenthaslikewise

beencoined.TheUnitedNationshavedefinedsustainabledevelopmentas“developmentthat

meetstheneedsofthepresent,withoutcompromisingtheabilityofthefuturegenerationsto

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meetownneeds”(WorldCommissiononEnvironmentandDevelopment,1987)(United

Nations2018).

Regardlessoftheefforttryingtopreserveournature,societyandplanet,asweknowit,

changewillalwaysbeinevitable.Theenvironmentthatwefindourselvesinisconstantly

changing–withorwithoutourinfluence.Thismeansthat,totheextentofour

understandingofsustainability,thetermiscentredonpreservingtheworldasweknowit.

Corporatesustainabilityisthereforeconductingbusinessinanon-harmfulandpreserving

matter,toelementsofintereste.gsocietiesandenvironment.Thoughitisprobablysafeto

assumethatnocorporationisfullysustainableandleavesnomarkontheplanetandthe

environment,theresearchersofthispaperacknowledgesthattherecanbedifferentdegrees

ofcorporatesustainability.Thereforethetermwillbeprocessedinrelationtothis

forwardedinthepaper.

Asapartofthetheoreticalsection,studiesfromStatista.comhavebeenapplied.The

researchprovidedisdatabasedonquestionnairesregardinggreenconsumerismand

thoughtsongreenproductsandattributeshereof.Thestatisticsiscarriedouton1000

respondents.Thisisnotcomprehensiveenoughtoconcludeon,buttotheextentofthis

papertheyonlyfunctionassupporttootherempiricfindings.

Inthesectionwithfocusonnationaltendencies,withinsustainabledevelopmentconditions

regardingtransport(Tesla)andenergyproductioniscoined.Thismaynotseemdirectly

relevanttotheproblemformulation,buttheresearchersofthispaperisconvincedthatit

contributetoamoreholisticunderstandingofthegreentendencies.Itisnotjustofinterest

totheprivatesector,butissomethingnationsalsoareaffectedby.

Theory

Thefollowingsectionwilltakethereaderthroughthispaper’stheoreticalfoundations,

dealingwiththreekeydimensionsregardingsustainableconsumptionanddevelopment.

ConsumerSection

Thisfirstsectionofthetheorysectionwillshedlightonimportantelementsregardingthe

greenconsumer.

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WhoistheGreenConsumer?

Greenconsumerismisatopicalphenomenoninourmoderncontemporaryconsumer

culture.Itisgenerallyrecognizedthattherearesubstantialbarrierstothepropagationof

moregreen-orientedconsumptionpatterns.Thesebarriersareusuallyattributedtoa

motivationalandpracticalcomplexityofgreenconsumptionresultingindifferent

consumershavingdifferentconceptionsofgreenorientedconsumerbehaviour(Moisander

2007).Despiteofthefact,thisformofconsumerismoftenattractspolicymakersand

marketersyetitisacontestedconceptallowingforawiderangeoftranslationsineveryday

practices.Thefollowingsectionseekstoinvestigatewhatcoverstheterm“greenconsumer”

and“greenconsumerism”,whatmotivatesthemandwhatchallengestheseconceptsare

facinginthemoderncontemporarywesternmarketeconomies.

Tonarrowdowntheverywideconceptofgreenconsumers,aresearchamongyoung

Finnishconsumerswillbeutilized.Theresearchisbuiltupon551essayson

“environmentallyfriendlyconsumption”writtenbyFinnish16-19yearolduppersecondary

schoolstudents(Wang,Lo,andFang2009).Alloftheessayshaveundergoneaqualitative

analysisoncommonandgeneralattitudes,pointsandissueshavebeenbundledupand

finallypairedtogethertothreesuperiorgreenconsumertypes.TheFinnishsocietyisargued

afairlyaffluentEuropeansocietywithafairlyhighdegreeofeducationandenvironmental

awareness.TheFinnishsocietyistherefore,regardingthismatter,considered

representativeformoderncontemporarywesternmarket.

Itisparticularinterestingtoexaminethedevelopmentofconsumeridentitiesamongyoung

peoplewhodrawontheirculturalheritageandonotherdiscourses,inclusivegreen

discourses,tocreatetheirowndiscursivepractices.TheresearchbyChih-ChienWangetal.

managetoconceptualizethese551essaysintothreesubcategoriesortypesofconsumers

regardingsustainableconsumption:theAntihero,theEnvironmentalHeroandthe

Anarchist(Wang,Lo,andFang2009).Althoughthesethreetypesconstructdifferentgreen

consumerpositionstheyalldisplaycentraldiscursivepracticesofgreenconsumerism.Of

courseitisnotpossibletostrictlyplaceallconsumerstoanyofthesethreetypesandthe

boardersbetweenthemmustbeviewedalittleblurry,buttheymakeagoodnotionofhow

consumersencountersgreenconsumerism.

TheAntiheroopposesecologicalandenvironmentalfriendlyconsumptionbecausethistype

doesnotbelieveintheindividualtohaveanypowertomakeanydifference.Thistype

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believethattheworldisbeingdestroyedtoacertainextentwhetherornothe/sheengagein

environmentallyfriendlyactivitiesorconsumption.Asatypeitcanbestatedthatthe

Antiheroputshimself/herselfbeforethesocietyingeneralwhichtheresearchemphasizes

throughthepointthattheantiherowillhavenotroubleconsumingproductsthatis

manufacturedbychildren,cosmeticstestedonanimals,excessiveuseofprivatecarsinstead

ofpublictransportation,aslongastheindividualfeels/thinksthathe/sheisgaining

somethingpersonally–e.g.finequalityclothesorcosmeticstoaminimumcostorno

inconvenientwaitingforthebus.Itisarguedthatthistypeofindividualsarefamiliarwith

thegreenconsumerdiscourseeventhoughtheychoosenottopromoteit(Wang,Lo,and

Fang2009).Theseyoungpeoplehavebeenbornintoaworldthatononehanddirects

peopletoconsumemoreandontheotherhandaddressesenvironmentalproblemsand

promotesbehaviourthatreducesthese.“Green”rhetoricissomethingfamiliartoyoung

peopletoday,eveniftheymaynotbeconvincedgreenconsumers(AutioandHeinonen

2004).Thisrevealsatensionbetweengreenconsumerismasaconceptandtheimplicit

messagesofpromotingcheapandconvenientconsumerism,whichleadsbacktothepointof

theAntiheroseekingconvenientsolutionstoissuesinhis/herownlife.TheAntihero

disassociateshimself/herselffromtheideaofindividualresponsibilitybystatingthatthe

actionsofonepersonaremeaningless,whichmeansthatonepersoncannotbesaviourof

theworldandthereforeoneshoulddoasonepleases(Wang,Lo,andFang2009).This

notionofindividualresponsibility,isactuallyquiteaparadox:someindividuals,asthe

Antiheroforexample,usethisnotionasahindranceforexecutinggreenconsumerism,while

othersbelieveinthattheindividualbecomesaforcebyunitingwithothers,suchasthe

EnvironmentalHero.(Wang,Lo,andFang2009)

TheEnvironmentalHeroacknowledgetheimportanceofmainstreamgreenpracticesas

forexamplechoosingenvironmentallyfriendlyproductsorpractisingrecycling.Tomany

youngpeoplegreenpracticesaremerelyday-to-daychoicesthanradicalism,growingupin

societywithrecyclingpointsandthelike.Theyarefamiliarwithenvironmentallyfriendly

labellingsuchasEco-label,NordicSwan-label,organicfood-labelsandthelike,andbelieve

inthem(AutioandWilska2005).Autiomoreoverargues,thatgreenconsumerpracticesare

reflectedinmainstreamgreenideasamongyoungpeople.Tothesepeople,theeveryday

heroismconsistofhouseholdwastemanagement,asrecyclingandsortingandfavouring

sustainable,natural,organicetc.products.TheEnvironmentalHerodoesnotherebyview

greenconsumerpracticesaslimitationstoconsumptionbutmoreasalogicalpartof

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householdmanagement–therightchoices.TheEnvironmentalHeromaynottakeinto

accounttheeffectthegivenproducthasontheenvironmentintheentirelifecycleofthe

product,buthe/sheisconsciousaboutwhatimpactseveralofthestagesproductlifecycle

mighthave.Thisisademandingtaskasitmightbedifficulttotheconsumertoassessthe

impactofaproduct,buttheEnvironmentalHeroviewsscienceasaresourceratherthana

causeforscepticismastheAntiherodoes(AutioandHeinonen2004).

Wangetal.referstoadifferentkindoftensionthantheonepresenttotheAntihero.Whenit

comestoyoungpeople,themainobstacleisarguedtobethepremiumpricessustainable

andenvironmentallyfriendlyproductsoftencomewith.Besideofbeingwillingtomake

economicsacrificestothebenefitofcommittingtogreenconsumerethos,itisalsoargued

thatresponsiblechoicesrequireawarenessandskills.Theenvironmentallyfriendlinessis

herebybecomingthebehaviouralnormforconsciousandeducatedpeople.Thisenablesthe

tensionbetweenthisbehaviouralnormandtheindividual’spersonalinterests(Wang,Lo,

andFang2009).Ifthisshouldnotbeobstaclesenough,theEnvironmentalHeroalsobattles

with(notdifferenttothetwoothertypes,butmaybemoreimportanthere)thesupplyand

rangeofsustainableproducts/activitiescanbelimiteddependentonwhereandhowthe

individualliveshes/herslife.Locallygrownvegetablesishardertoobtainincoldregions

throughthewinter,usingpublictransportationcanbeharderifnotlivinginacityetc.Does

thefactthatyouaregrowingyouownvegetablesmakeyouagreenerconsumer,ifitisatthe

expenseoflivinginthecountrysideandneedacareverytimeyouneedtoleavehome?Are

youagreenconsumerbybuyingorganicbananasinDenmark,eventhoughtheyaregrown

ontheothersideoftheplanet?TheEnvironmentalHerodoesnottrytobeaperfectgreen

consumerormakingradicalinitiativesintheeverydaylife,buttriestoliveanormallifeand

takingtherightdecisionsasoftenaspossibleregardingsustainableconsumption.He/she

hasimplementedenvironmentallyfriendlyactivitiesasamainstreampartoftheday-to-day

life.

TheAnarchist.TheresearchrevealsthattheyoungFinnishconsumersareawareoftheshit

stormsagainst,forexample,Nike,IKEAandH&Maccusingthecompaniesofusingchild

labour.TheAntiherowouldfavourthesecompaniestoobtainself-glorificationorself-

exaltationtoaminimumpersonalsacrifice,wheretheEnvironmentalHerowillpractise

moreresponsibilitythroughsupportingsustainable/ethical/organicmanufacturing.This

doesnotmeanthattheEnvironmentalHerowilldeselectabove-mentionedcompanies,but

willratherencounterthemwithacriticalattitudeandmaybedeselecttheabsolutely

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cheapestproductsfrome.g.Bangladesh.Incomparisonwiththesetwotypes,theAnarchist

representthetraditionalandradicalgreendiscourse(Moisander2007).Thisrebellioustype

canbeviewedasadistinctoppositiontotheanti-greendiscourseandthemainstream

environmentalheroism.TheAnarchistknows,asdiscussedregardingtheenvironmental

hero,thatfindingreliableinformationregardingsustainabilityandethicisdifficult,butalso

believethattherearehardlyanytrulyenvironmentallyfriendlyproducts,regarding

productsfromcommercialmanufacturing.TheAntiheroisverypoliticalmotivatedand

viewsmultinationalcompaniesasimmoral,outsourcingtheirproductionstolessdeveloped

countriesandtakingadvantagesofthosewhoareworstoff(Wang,Lo,andFang2009).To

theAntihero,veganism,vegetarianismandfreeganism(dumpsterdiving–searching

dumpstersbelongingtoretailersfordumpedgoods)canbecomeameanofcivicactivism,

protestingthesurplusproductioninthefoodproductionsectorandtheoverspendingof

resourcesinthemeatproductionindustryincomparisontoplant-basedfoodproduction.

Theseviewsarenotsolelyideasandchoicesbutareoftenlinkedtopoliticalmotivated

behaviour(Wang,Lo,andFang2009).

ThisresearchshowsthattheyoungFinnishpeople’sunderstandingofgreenconsumptionis

activelyconstructedbutyetbasedontheirexistingculturalresources.Theattitudesfrom

thethreetypesarereflectedincurrentcontextanddrawsoneducationalmaterialand

topicalsocialproblemsaswellaspopularcultureandmedia.

TheAntiherocomparestheavocationsforgreenconsumerismwithbothtraditionalvalue

propositions(the“whatisgoodandcheapforme”-mindset)andscience,regardingthe

minimalinfluencetheindividualconsumerhasontheoverallsustainableimpact.Incontrast

tothis,theAnarchistnegatesthesocialvalueofconsumption.Thistypedrawscounter-

discoursesthatarguetheinconsistencyofacapitalisticconsumersocietywith

environmentalandsocialinterests.TheEnvironmentalHerorepresentsathirdwayof

thinkingthereality,byconstructingacontinuumbetweengreenconsumerism,scientific

progressinthesocietyandchoosingthe“right”kindofproductsandconsumerbehaviours,

intermsofalongtermproject,oftheindividualmoralresponsibility.Furthermoreitcanbe

statedthattheEnvironmentalHerodoesnotdenythatgreenconsumerpracticesare

incompatiblewithenjoyableconsumerethos.

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Acommonfeatureofthethreetypestherecanbediscernedadominanceofthe

individualisticmoraldiscourse(Moisander2001)whichisarguedtobethemainformof

agencywhetherornotitisviewedaseffective.

Thethreetypesshowwhatkindsofpositionsareavailableformostconsumerstoday.The

threedifferentpositions–TheEnvironmentalHero,theAntiheroandtheAnarchistexistin

relationtooneanother.TheEnvironmentalHerorepresentsawholeheartedlyembracement

ofthedominantdiscourseinwhichaconsumerisawellinformed,morallyexemplaryand

rationalsocialconsumer(Moisander2001).TheAntihero’spositionisratherasimplified

assumptionofthedominantdiscourseandfatalismanddissociationwilloftenbewaysof

dealingwiththetensionsofthemoderndayconsumption.Asbydefinition,theAnarchist

placeshim/herselfoutsidethedominantdiscourse.ItcanbearguedthattheAnarchist

wantstogobeyondtheroleasaresponsibleconsumerandbeyondthemainstreamnorm

providedbythesocietyandthemedia–recyclingwasteisnotenough.

TheEnvironmentalHero’srolecanbeviewedaschallengingduetothefactthatthe

consciousnessabout-andcontextofbeingsocialandenvironmentalresponsiblelimitsthe

availablechoices.TheAnarchistendsupputtinghim/herselfinamarginalizedposition

relativetothemainstreamconsumerethosbyrejectingthenotionofconsumptionisaway

ofgaininghappinessandsocialsuccess.ThedenialoftheAntiheroiscompletelytheother

wayaround.He/shewelcomesallthepleasuresofmaterialconsumerculturebutdeniesany

relevanceofenvironmentalconsequencesbyleaningtowardsthebeforementionedfatalism

-theworldisbeingdestroyedregardlessofthesingleindividual’sactions(Wang,Lo,and

Fang2009).

Itisfairtostatethatfromthethreetypes,theresearchhighlights,thatthegreenconsumer

lifestyleisnotveryattractive,norfashionable,unlesstheindividualgainssomethingfrom

thedenialofthebenefitsofthemodernconsumerculture.Thereisalotofmoralpay-offbut

ingeneralthisresearchconcludesthatthesethreetypesquicklywillbeaffectedby

inconvenienceandbiggerstrainontheprivateeconomy,andthisisonlyiftheconsumer

actuallyrecognizeswhatchoicesareinfacttherightonesregardingresponsible

consumption.

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Needs,Desire,IdentityandConsumption

Withaneyetothethreetypesofgreenconsumersitisobvioustoinvestigatetheconnection

betweenconsumptionandidentitytogetabetterunderstandingofthegreenconsumer.

Needs

Consumptionisnecessarilytieduptocoversomekindofneed.Classificationsofhuman

needstendtodistinguishbetweensocial/psychologicalneeds,asself-esteem,belongingness

etc.,andmaterialneeds,asprotectionandsubsistence(Maslow1982).Moreoverthese

needscanbedistinguishedbetweenneedsthemselvesandsatisfiers,butnotallsatisfiersare

equallysuccessfulinmeetingandfulfiltheunderlyingneed.Forexampleisfoodagreat

satisfiertotheneedofsubsistence,butnotallfoodsareverygoodatmeetingtheneedfor

subsistenceduetopoornutritionalvalueandsomefoodsareevenbadforusinanything

elsethansmallamounts.Thispointprovidesthebasisforsomecritiquesofthemodern

consumptionsociety.Socialcriticshasfordecadesmaintainedthatcommercialinterests

thathavecreatedsetsofunnaturalneedsthatonlyservetogenerateincomeandatthesame

timealienatestheconsumersfromtheirownnaturalneedsandintheprocessindirectly

engaginginruthlessexploitationsofnaturalresourcesandourenvironment(Jackson2005).

Accordingtothiscritiquetheconsumer’slifeisflawedbothecologicallyandpsychologically

andservesneitherourownbestinterestnortheprotectionoftheenvironment(Paul1983).

Culturaltheoristsandsociologiststendtostatescepticismtowardsthewholediscourseof

needs(Jackson2005)(Paul1983)butnonetheless“needs”retainsanobviousresonance

withthediscourseofsustainabledevelopment.

Consumerexpenditurehasmorethandoubledsincethe1980sbutresearchshowsthat

therehasbarelybeenreportedanyincreaseinlifesatisfactioninthesameperiod(Kasser

2002).Sobythis,ifoursocialandpsychologicalneedsarereallyinfactillservedbythe

moderncommodities,itshouldbepossibletolivebetterbyconsuminglessandbythis

reduceourimpactontheenvironment.Butwhenconsumerismfailstosatisfyus,andfailsto

increaselifesatisfaction,whydowecontinuetoconsume?Themarketingofcommercial

marketerscouldbeoneanswer,butotherdimensionsasdesireandidentityarealso

powerfulresponsestosamequestion.

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Desire

Oneratherpersuasiveresponsetothequestionstatedaboveisthatmanyofourtastesand

preferencesareinformedbydesire,whichhasaverydifferentkindofcharacterthanneeds

(Jackson2005).Desireisassociatedwithemotionalorsexualdrivesratherthantherational

efforttomatchaproductorservicewithourspecificpersonalrequirement.Accordingtoan

ethnographicresearch(Belk,Ger,andAskegaard2003)theoldcommonwisdomthatsex

sells,isnotbyanymeansanartificialstrategymadeupbymarketers.Itexploitsaveryreal

andwidespreadassociationofmaterialcommoditieswithsexualandsocialstatus.Bythisit

canbestatedthatconsumerbehaviourisconditioned,partialatleast,bysocialandsexual

competition,whichcanbelinkedtoevolutionaryandbiologicalpsychology(Belk,Ger,and

Askegaard2003).Weconsumemoreandmoreduetothefactthatoursexualandsocial

competitorsareengagedinthesamerace.

However,evolutionaryandbiologicalpsychologydoesnotoffertheroleofcompetitiveness

andself-interestedbehaviouruniqueness.Itprovidesaccountforcooperativeandmoral

behavioursaswell(Jackson2005).Thistheorysuggeststhatindividualchoicesbetween

cooperativeandcompetitivebehaviourdependsonthesocialclimate.

Finally,thatconsumptionisconditionedbysocialandsexualcompetitionssuggestsa

biologicalbasisforconsumption,whichmaysuggestthatchangingofbehaviouralhabits

regardingconsumptionmaybeachallengingtask(Jackson2005).

OrdinaryandInconspicuousConsumption

Anotherviewregardingourconsumptionbehavioursuggestthattheconspicuousandstatus

seekingaspectsofourconsumptionhasbeenoveremphasised.Thisviewarguesthat

ordinaryconsumptionisnotorientedtowardsindividualdisplaybutisratherabout

convenience,habitandindividualresponsetosocialnorms(Shove2003).Theconceptof

inconspicuousconsumptionisimportantinunderstandingbehaviour,inparticularbecause

ithasaclearresonancewithourday-to-dayexperienceofconsuming.Apartfrom

compulsiveandaddictiveshopperswedonotpersespendourday-to-daylifeengaged

consciouslyinconsumption–infact,muchofoureverydayconsumptionisalmostinvisible,

eventoourselves(Jackson2005).Inparticularitcanbestatedthatmanyoftheregular

paymentsthatleavesourbankaccountsasrent,insurancepayment,utilitybillsetc.have

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verylittletodowithstatusassociatedconsumption,eventhoughitmighttakeafairshareof

ournetincome.Whenchangingelectricityorgassupplierveryfewpeoplemightbe

motivatedtodoso,inanattempttoimprovetheirsocialstanding.Ofcoursetherewouldbe

quitealittlepointinengaginginthisstrategybecauseaswellasbeinginconspicuoustous,

choiceslikethisareasgoodasinvisibletooursocialandsexualcompetitorsatlarge.

IdentityandConsumption

Eventhoughwefacesometensionsbetweenconspicuousandinconspicuousconsumption

thereisawideagreementonconsumptionislinkedtobothpersonalandcollectiveidentity

(GabrielandLang2006).Theideaofmaterialgoodsplayaroleintheconceptof‘self’hasa

longstoryandcanforexamplebetracedtoAmericanphilosopherWilliamJames’statement:

“Aman’sSelfisthesumtotalofallthathecancallhis,notonlyhisbodyandhispsychicpowers,

buthisclothes,hisfriends,hiswifeandchildren,hisancestors,hisreputationandworks,his

landsandyachtandbankaccount…”(William1890)

Theinsightsthatcommoditiesareimportantintheprocessofcreatingidentitieshave

becomebasisforaveryspecificviewinconsumersociety.Accordingtothisviewthe

individualisengagedinacontinualprocessofconstructingandreconstructingpersonal

identity(Jackson2005).

Despitethis,therearedifferentpositionsamongscholarsregardingthelinkbetween

identityandconsumptionbeingagoodorbadthing(Jackson2005)thelinkbetweenthese

twoisoneofthemostprominentandmaybethemostimportantelementinmodern

understandingofconsumerbehaviour.Inearliertimeswewerewhatwedidorwhomwe

knew,butinmodernsocietywearewhatweconsume.

MotivationalChallenges

Thissectionseekstoprovidesomeinsightsintothechallengestheresponsibleconsumer

mayfaceinthemarket.Ascoinedintheearliersection,theconsumermayhavethe

motivationtodevotehim/herselftoaresponsibleandgreenconsumerstylebutmayalso

facechallengestoseethroughwhatisactuallytherightchoicesandwhatbarriersto

overcometoactualexecuteagreenconsumerlifestyle.Besideofthis,itseekstoillustrate

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thelimitationsofframingenvironmentalpolicymeasuresintermsofmorallyresponsible

decision-makingandindividualmotivation.

Theenvironmentallyfriendlyconsumptionmaybecharacterizedasaverycomplexformof

consumerism,bothintellectuallyandmorally.Inmuchexistingresearch,green

consumerismhasbeenstudiedasamotivationaltendencyoftheindividualconsumerand

eventhoughthereisnofinaldefinitionforthetermmotivation,itusuallyreferstooris

understoodasthereasonforbehaviour(Moisander2000).Motivationcanbeviewedas

havingtwoimportantfeatures:thestrengthortheintensityofthemotivationandthe

directionwhichtogetherdetermineswhatbehaviourtheindividualwillchoosefromallthe

possiblebehavioursatthegivenmomentandwhy.Itisarguedthatconsumermotivation

oftenispurposive,thatpeopletriestosatisfyacertainneedortosolvesomekindof

problem.Neverthelesstheconcept“consumermotivation”isalsooftenacceptedasthe

associatedmotivescanbebothobviousandhidden(Moisander2007).Bythistheconsumer

mayormaynotknowofthereasonorbeingawareoftheirmotivesoftheirbehaviourin

givensituations.

Motivescanbedistinguishedbyprimarymotivesandselectivemotives.Aprimarymotive

willrefertothepurposebehindtheconsumer’sdecisionstoengageornotengageinan

entiresetofbehaviour,forexampletoengageinecologicalresponsibleconsumerbehaviour.

Selectivemotivesaremorelinkedtothepurposesbehindtheconsumer’sdecisionsasto

exactlywhatparticularbehavioursoractivitieshe/shewantstoengage–recycling,buying

environmentallyfriendlyproductsetc.(Wilkie1990)(Moisander2007)Regardingthethree

typesofconsumersfromlastsection,theEnvironmentalHerowouldengageinresponsible

consumption(primarymotive)whichshouldexpressitselfine.g.wastesortingand

procurementofsustainableproducts(selectivemotive).TheAntiherocouldaswellengage

inresponsibleconsumptionasaprimarymotive,buttheselectivemotivewouldbemore

radicalasforexampleboycottingmultinationalcompaniesoranymotordriven

transportationformotherthanpublictransportation.TheAnarchistwouldhaveasa

primarymotivetoobtainself-glorificationandconveniencethroughconsumptionthat

wouldallowthesetwothingswithoutsacrificingotheraspects.Theselectivemotivecould

herebybechoosingthefastfashionofH&M.Inadditiontomotivation,consumersbehaviour

isusuallytobedeterminedbytheirabilitytoperformthegivenbehaviouraswell

(Moisander2007).Theabilitycanbeviewedasafunctionofthepersonalresourcesthatare

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neededtoperformthebehaviour,whichcouldbepersonalincome,time,intellectorthelike.

Opportunity,orpossibility,toperformagivenbehaviourisalsoanimportantcomponent

regardingability,andthiscanbeseenasexternalfactorsofwhichtheindividualareinno

control(Thøgersen1994)(Moisander2007).Behaviouralcontrolisusuallytakento

influenceboththestrengthanddirectionofthemotivationtoengageinagivenbehaviouras

well.Inotherwordsthismeansthatpeoplearenotalwaysmotivatedtoexecutebehaviour

inwhichtheylackthenecessaryopportunities/possibilitiesandresources,howeveraswe

knowfromourpersonallife:astrongmotivationtendstoenhanceone’sabilityofexecuting

certainbehaviour(Moisander2000).Ifanindividualreallywantssomething,thechancesof

findingthemoneyortime,forexample,arerising.Allthesedifferentdimensionsof

motivationsareillustratedhereunderinfigure1.

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PrimaryMotives

Aclassicdefinitiontotheterm“environmentallyconcernedconsumer”,postedbyKarl

HenionandThomasKinnearin1976(HenionandKinnear1976)describesthesepeople’s

behaviourasexhibitingandreflectingarelativeconsistentandconsciousconcernforthe

environmentalconsequenceslinkedtoconsumption,useanddisposalofproductsand

services.Buteventhoughthereisawideacceptanceofthisdefinition(Moisander2007),

theremaybeconsiderabledisagreementinpractice.Thesearedisagreementsamong

consumersandenvironmentalactivistsalikeuponhowthisconcernforconsumptionversus

theenvironmentalconsequencesareorshouldbesignifiedinconsumerbehaviour.In

continuationofthis,theobjectivesforthepracticesandactionsthegreenorientedconsumer

engageswhenselectingandusingproductsandservicesaremanifoldandanagreement

uponanappropriateconsumptionstrategyishardlyobtainable(AutioandWilska2005).

FollowingcriteriaofgreenorresponsibleproductswerepostedbyElkingtonetal.in1990

(Elkington,Hailes,andMakower1990),andstillseemssoundandrelevanttothisday.

Figure1DimensionsofMotivation

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Environmentallyresponsibleproductsandservices(list1):

1. Arenotdangeroustothehealthofpeopleoranimals.

2. Donotcausedamagetotheenvironmentduringmanufacture,use,ordisposal.

3. Donotconsumeadisproportionateamountofenergyandotherresourcesduring

manufacture,use,ordisposal.

4. Donotcauseunnecessarywasteduetoeitherexcessivepackagingortoashortlife

span.

5. Donotinvolveunnecessaryuseoforcrueltytoanimals.

6. Donotusematerialsderivedfromthreatenedspeciesorenvironments.

Eventhoughthesecriteriaseemsreasonablefromtheperspectiveofaconsumertheydo

remainalmostimpossibletofollowinpractice.Totheconsumeritisquitedifficultto

evaluatewhetherornotgivenproductsorservicesaredangeroustotheenvironmentor

causinganydamage.Moreoveritcanbearguedthat“unnecessarywaste”,“crueltyto

animals”or“disproportionateamountofenergy”maybesubjectedtosubjectivityandmay

notbeobjectivelydefinedunlessregulationsareestablishedfromcentralplace.Moreand

morecertificationsandlabelsareavailableonthemarket,guidingtheconsumersinthis

jungle,butnotallproductcategoriesarecovered,neitherarealldamagingparameters

covered(Moisander2001).Inanycaseevaluationsofthesequalitiesinvolvedifficultvalue

judgementsandthesecanmoreovervaryamongdifferentinterestgroupsandtheir

motivations.

Atlast,theremaybesomedisagreementonwhataretherelevantareasofenvironmental

concern,duetothefacttherearequiteafew,andwhatelementsshouldbegivenpriorityin

theconsumers’responsibleconsumptionstrategy.Theareasofenvironmentalconcernsare

manyandarerangingfromurbanwasteproblems,populationissuestoconservationof

naturalresources,whichemphasizesthepointthatdifferentinterestgroupshavedifferent

viewsuponwhatarethemostimportantareawhenitcomestoenvironmentallyfriendly

consumption.FollowingarealistsuggestedbyVictorB.Scheffer,arespectedAmerican

environmentalistandbiologist.ThelistisbackedwithmoderndatafromtheUNandFPIF.

Issuesconsumersneedtoconsider(list2):

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1. Concernforcropland,rangelandandforestabuse.

2. Preservationofland(wilderness)foritscontainedvaluesinrecreation,research,

educationandamenity.

3. Concernforglobalwarming,hereundercarbonfootprint.

4. Concernforfreshwaterpollution.

5. Preservingtheworldoceans.

6. Conservationofnaturalmineralresources.

7. Conservationofenergyresources.

8. Protectionofendangeredspecies.

9. Concernforpoisonousandtoxicwaste.

10. Concernoftherateofincreaseofpopulation.(Scheffer1991)(Hunter2015)(United

Nations2017)

Whatiseasytoconcludehereisthatprotectingtheseareasofnaturalenvironmentrequires

morallyresponsibleconsumptionpracticesbutalsoverystrictroutinesconcerning

householdmanagementincludingthesmallchoresandroutineseveryday.Thelistofcriteria

ofbeingenvironmentallyresponsibleproductsandservicesandtheissuesconsumersneed

toconsidercanbecloselylinkedtogether.Forexample:Palmoilhasbecomeverypopularin

thefood-manufacturingsectorduetoitsgoodpropertiesandverylowcost.Theproblem

withthisisthatpalmoilproductionissaidtohavebeenresponsibleforabout8%ofthe

totaldeforestationbetween1990and2008,whichalsohaveanegativeimpactonthe

biodiversity(BBC2018).Thereasonforthisshallbefoundinthepopulationinthe

developingcountrieswherepalmoilcomesfromburnforesttomakeroomforthepalm

plantations–eventhoughitisillegal.

Sobychoosingpalmoilitcanbestatedthattheconsumerconsumesaproductthatis

dangerous(indirectly)toanimals(point1onlist1)andcausesdamagetotheenvironment

duringmanufacturing(point2onlist1)whichactivatesconcernforcropland,rangelandand

forestabuse(point1onlist2),contradictspreservationofland(point2onlist2).Moreover

over-fishing,excessiveuseofenergyinpasteurizationprocessingoffood,pesticidesin

agriculture,excessivewasteandpackaginginproductioncanbeseenasmajortangible

issuestheconsumerneedstoconsiderandcontradictstheprinciplesofenvironmentally

responsibleproductsfromlist1.

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Insum,thebasicareasofenvironmentalconcernaremanyandalsohereverylittle

agreementrulesuponwhatqualifiesforenvironmentallyfriendlybehaviourwithrespectto

thegeneralgoalofenvironmentalprotection(Moisander2007).Onceagainitcanbestated

thatgreenconsumerismismotivatedbyagreatmanyofenvironmentalconcerns,which

sometimesinvolvesparadoxalandincompatiblemeansandends;usingsustainablepower

sourcesaregenerallyviewedasrespondingpositivetotheconcernofglobalwarmingand

decreasingourcarbonfootprint.Hydropowerplantsarenoexception,butoftenthey

simultaneouslyhavenegativeeffectsonlocalriverenvironmentscausingdamagetothe

localenvironment(UnionofConcernedScientists2015).Sowhatismostimportant?Isuch

casethegreenconsumerneedstomakeadifficultvaluejudgement.Somekindofacceptable

levelsofnegativeimpacthavetobeestablishedandtheyneedtosetprioritiesbothwith

regardtothenumerousareasofenvironmentalconcernaswellastheirpersonal

responsibleconsumptionstrategy.

SelectiveMotives

Nowthatithasbeendeterminedthatthererulesdivergentobjectivesforgreen

consumerismwhenitcomestotheprimarymotives,itisfairtosaythattherearemyriad

waysofactinggreenthroughtheselectivemotives.Theconsumer’sprimarymotivefor

greenconsumerismcanbeexpressedthroughnumerousdifferentselectivebehaviours.This

broadvariationofselectivemotivesfurtheraddstotheperplexityofgreenconsumerism,

whichresultsfromthefactthatthisbehaviourconstitutesabehaviouralcategory

(Moisander2007).Behaviouralcategoriesare“inferredconceptsthatinvolveawiderange

ofsinglebehavioursassumedtobeinstancesofthatgeneralbehaviouralcategory”(Ajzen

andFishbein1980).Forexamplecanenergysavingbehaviourbeinferredfrombehaviours

asbuyingenergysavinglightbulbs,takingshorterwarmshowers,usingpublic

transportationetc..People’sconceptionsofsustainableandresponsibleconsumptionmay

varyintermsofwhataretherelevantbehaviouralelementsinvolved(whatbehavioursare

consideredrelevantregardingresponsibleconsumption)andintermsofwhatarethe

weightofthegivenbehaviour.

Fewresponsiblemindedconsumersdecidetodoeverythinginaresponsiblemanner–

more,probablythemajorityofgreenconsumers,doonlywhattheythinkistheirfairshare

ofthethingsthattheyknow(Thøgersen1994).Despiteofthisfactandthatpeopledonot

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necessaryengageinsomeormanysustainablerelevantbehaviours,theyknowof,ona

regularbasis,themaystillconsiderthemselvesasresponsibleconsumers(Moisander2007).

Moreover,setsofbehaviourthatconsumersincludeintheirconsumptionpatternsmayvary

intermsoftheextenttowhicheachrelevantbehaviourisperformed.Thismeansthatsome

consumersmaybeunwillingtosacrificebycommittingtoforexamplepublictransportation

ororganicgroceries,buttheyengageinotherresponsiblebehaviourstotrytocompensate

fortheirenvironmentallyharmfulbehaviour(Thøgersen1994)(Moisander2007).

InformationalComplexityandPersonalResources

Ifaconsumershouldbeabletoactouttheirprimarymotivesforresponsibleandsound

consumption,theconsumershouldengageinrationalconsiderationsandanalysisof

informationregardingenvironmentallyfriendlyconsumption,tobeabletoinfactcarryout

behaviourtosupportthisprimarymotive.Theconsumerneedstobeabletoidentifythe

relevanteffectsoftheirconsumptionactivitiesbutalsounderstandthepotentialcomplex

trade-offsandinterrelationsbetweenthesesideeffects–asforexampleregardingthehydro

powerplantexampleearlier.Firstofall,itisnotamatterofcausethatallconsumers

understandtherealcausesofforexamplethegreenhouseeffect.Moisanderarguesthat

someoftheseactivitiesrequirespecialistknowledgetoseethroughthetrade-offs.Secondly,

responsibleconsumptionrequiressomepracticalskillsandtaskknowledge.Theconsumer

needtogetinformedonhowtodisposeforexampleusedelectronicsoroldpaintandbeable

toexecuteonthisknowledge.Thesefactorsmakeupthepersonalresourcesofthe

consumer,whichcanhaveanegativeimpactontheabilityandherebyonthegeneral

motivationaswell,forexampleowingtothedisagreementsamongenvironmentalistsand

researchersuponappropriatestrategiesforsustainableandresponsibleconsumption.

Consequently,evenwhenaconsumeriswillingtousepersonalresources(money,time,

effort)totaketherightdecisionsregardingtheenvironment,thecomplexityon

environmentalinformationcanmakeitdifficultforthemtoactontheenvironmental

concerns.Actually,theuseofunsubstantiatedenvironmentalargumentsandallegationsin

greenmarketingofthepast,havebeenfoundtohavecausedalotofscepticismamonggreen

consumersconcerningenvironmentalbenefitsorfriendliness(OECDEnvironment

Directorate2001).Thecomplexityofthisinformationalsoofferstheconsumerahandy

excusefordenyingtheirpersonalresponsibilitiesinsituationswithdemanding

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consumptionchoices.Thiselementofthemotivationalcomplexityregardingresponsible

consumption,candemotivategreenconsumptionbutandatthesametimebeameanof

justifyingunsounddecisionsorbehaviourbyreferringtothecomplexnatureofgreen

information(Moisander2007).

IndividualandSocialMorality

Sofarthegreenconsumerismandresponsibleconsumptionhasbeendealtwithasa

dimensionoftheindividual’spersonalconvictionandideaofwhatdoes/doesnotbenefitthe

worldand/ortheindividual.Butasapro-socialformofconsumerbehaviourgreen

consumerismcanbecharacterizedasbeingaquitecomplexethicalissue.Itbecomesa

questionthatinvolvesethicaljudgementsoverwhatshouldbedoneconcerning

consumptionandenvironmentalprotection(AutioandWilska2005).Bythisitbecomesa

questionofbothindividualandsocialmorality,whichaddsadditionaldimensionstothe

complexityofgreenconsumerism,whichbothdirectlyandindirectlyaffectstheprimaryand

selectivemotives(seefigure2).

Figure2DimensionsofMotivationII

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Firstitcanbestatedthatgreenconsumerismmayinvolvetoughmotivationalconflicts;the

environmentallyconcernedconsumptionisfundamentallymotivatedbytwodifferenttypes

ofconsumptionmotives:theindividualmotivesoftheconsumerandthecollective

environmentalprotection-relatedmotivesofthesociety(Moisander2007).Bytakenboth

individualconsumptionmotivesandcollectiveconsumptiongoalsintoconsideration,itwill

oftenresultinasocialdilemma.Insuchsituations“…thesocialpayofftoeachindividual

consumerfordefectingbehaviour,ishigherthanthepayoffforcooperativebehaviour,

regardlessofwhatothersocietymembersdo,yet,allindividualsinsocietyreceivealower

payoffifalldefectratherthancooperate”(Dawes1980).Inpracticethismeansthatclean

air,freshwaterandothernaturalresourcesforexample,isacollectivegoodthatisgenerally

availableforfreetoallconsumers(exceptionscanoccur),butthisisonlythecaseif

consumersarewillingtocooperateandcontributetotheproductionofenvironmental

qualityratherthanengaginginenvironmentallydestructivebehaviour–themore

consumersthatcontributetoenvironmentalqualitythebetteritis.

Ontheotherside,inanindividualchoicesituation,aconsumercanbetemptedtodefect,as

Dawesdescribesit,andtakeafreeridebyengaginginenvironmentallydestructive

behaviour,forthebenefitofself-exaltation,andleavetheresponsibilityofproducing

environmentalqualitytoothers.JustasdescribedregardingtheAntiherotypification.This

resultsinanotherparadoxinwhichcooperatingintheproductionofenvironmentalquality

maximizesthelong-termcollectiveprizeanddefectionmaximizestheindividualprizeofthe

consumers,providedbythosewhocooperate.Bythis,beingwillingtoengageincollective

responsiblemotivesandbehaviour,theconsumerneedstocooperateandcontributetothe

productionofenvironmentalquality,butsincethecontributionofthesingleindividualis

verylimitedinoverallterms,theshorttermbenefitsofdefectingarequitetempting

(Moisander2007).

Second,thegreenconsumerisminvolvessomemoralproblemsaswell.Tobeabletobe

participantinethicalenvironmentaldebate,thegreenconsumerwouldneedtohave

accurateunderstandingofethicalissuesandcontroversiesinvolvedindifferent

environmentalquarrelsandpolitics.Thiscouldbeunderstandingwhatethicaltheoriesthat

underlieswhichvalues,becausecontroversiesassociatedwithgreenconsumerismarenot

justconflictsofself-interestnorpolitics;theyarecontroversiesinvolvingconflicting

theoriesofsocialjustice(linkedtocollectivemotives)andindividualrights(linkedto

individualmotives)(Moisander2007).Thereforitcanbestatedthatideallythegreen

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consumershouldbeabletouncoverthelimitationsofeverydayethicalthinkingconcerning

theenvironmentandinparticularbeabletouncoverthevalueintereststhatareinconflict

inprevalentenvironmentaldebates.Apracticalexample:Themeatproductionindustryhas

foralongtimebeenseverelycriticizedforthedisproportionateamountofenergyandother

resourcesusedduringmanufacturing.FromthisdebatetheDanishcompanyNaturli’Foods

launchedplantbasedsubstitutetogroundbeefcalled“Naturli’Hakket”.Theproductis

suitableforbothvegetariansandvegansbutshouldaswellembracethosewhoappreciate

thepropertiesofthewell-knownmeatproduct.Bythistheconsumermaythinkthatthis

alternativewouldbeasuitablemeatreplacementforthegreenandresponsibleconsumer

butthetruthmaybeabitmorecomplextoundercoverfortheregularconsumertryingto

benefitcollectiveobjectives.TheNaturli’Hakketismadefrom58%dehydratedsoyprotein

isolate(Naturli’Foods2018),whichisaproductofthesoybean.Thelargestglobalsourceof

thesoybeanisArgentina,butthecountryhassufferedacatastrophicharvestthisyear

leavingamassivegapintheglobalsoybeansourcing.Brazilisanotherlargeproducerof

soybeans,butastheexamplewiththedeforestationtothebenefitofpalmoilplantation,

BrazilarefacingmajorchallengesregardingillegalsoybeancultivationintheAmazonas.The

Argentiniangapinthemarketwillnecessarilyleadtoincreasedglobaldemandonsoybeans,

whichmayleadtofurtherdeforestationoftherainforest(Willesen2018).Bythis,the

consumerwhoarechoosingthemeat-freealternativeasancollectivebeneficialobjective

mightendingupperformingdestructivebehavioureventhoughtheoppositewasthe

objective.

Byallthesemotivationalcomplexitiesitwouldseemthatthegreenconsumerismisamuch

tooheavyresponsibilitytotheindividualasaprivatelifestyleprojectanditwouldseem

importanttoacknowledgethatitisacomplexethicalissue.Campaignshasfromtimetotime

urgedconsumerstotakeresponsibilityandturndowntheirthermostatsandswitchingoff

electronicapplianceswiththepointofsignificantlyreducingtheirgreenhousegas

emissions,forexampletheYouControlClimateChangeCampaign(EuropeanCommission

2007).Eventhoughthereisnodoubtthatthisisagoodanddesirablegoaltoachieve,the

householdsoftheEUwereonlyaccountablefor25,4%ofthetotalenergyconsumptionin

theEUin2017(Eurostat2017).Asseeninfigure3transportationandindustryare

accountingfor58,4%ofthetotalenergyconsumptionandthecriticalgreenconsumermight

thinkofwhatresponsibilitiesthesesectorsaretaking.Theideaof“controllingclimate

changes”bysittingincoldhomesmayseemunfairwhentheseclimatechangesaremostly

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generatedandcontrolledelsewhereinthe

society,especiallywhensomeofthelargest

sinnersoftransnationalcompaniesare

commonlyknownofaggressivelylobbying

againsttheKyotoprotocol,climatescience

andrenewableenergyforexample

(CushmanJR1997)(Delmas2016)

(Williams2016).

Fromapoliticalperspectiveitseems

mistakentoframeconsumerssolelyas

powerfulmarketactorswhousethe

purchasingpowertobringaboutchanges,

whengreenconsumerismhasbecomeascomplexasexplainedinprecedingexplanation.

Sustainabledevelopmentisultimatelyapoliticalandmoralquestionwhereinformation

playsamajorrole.Thecompletetruthaboutwhotheresponsiblegreenconsumermightnot

beavailabletoanyoneeverduetovastnumberofmotivationsofgreenconsumerism,the

backgroundoftheconsumers,focusareas,ideologiesandpersonalitytypes.Theprevious

hasmerelygiveninsightsinhowcomplextheworldistothegreenconsumerandwhat

themeshe/sheareforcedtoengageandevaluateeverysingleday.

BehaviouralChange

Behaviouralchangesarebecomingahottopicforsustainabledevelopmentpolicyandin

particularregardingsustainableconsumption.Butchangingbehaviouralhabitsmightnotbe

aneasytaskwhenliteraturesuggestsabiologicalbasisforconsumptionasearlierargued.

Moreover,astheexplorationinprecedingsectionshasmadecleartheresponsibleconsumer

facesenormouslycomplextasksregardingtheirconsumption.Theconsumerchoicesare

influencedbymoral,normative,emotional,socialandcompetitivefactors,forceofhabitas

wellasrationalandirrationalintentions.Inmanycasespeopleappeartobelockedintothe

habitorbehaviouralpatternthatseemtoberesistanttochangeandasmentionedseveral

timesbefore,someofthesechangesmustbemotivatedorfacilitatedcentrally.Thelong

pedigreeofpersuasiontheory(datesbacktoAristoles’Ethos,LogosandPathos)hassome

beneficiallessonsforconventionalpublicsectorinformationcampaigns(Jackson2005)but

Figure3TotalEnergyConsumptionintheEU,Eurostat2017

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italsoprovidessomeusefulpointerstothedesignofeffectivemodernlearningcampaigns.

Moreoversociallearningbecharacterizedasakeyareaofinterestforthosethinkingabout

behaviouralchange(Jackson2005).

PersuasionTheory

Ifagovernmentpolicyoranorganisationaimstochangeeitherattitudesorbehaviourina

moregreendirection,theratherextensiveliteratureonpersuasioncouldbeaplacetolook.

AmorerecenttakeofAristoles’modelwassuggestedasworkoftheHovland-Yale

CommunicationandPersuasion(HYCP)group,whichframedsuccessfulpersuasioninthree

keyelements:

o Thecredibilityofthespeaker(source)

o Thepersuasivenessofthearguments(message)

o Theresponsivenessoftheaudience(recipients)(Hovland,Janis,andKelley1953)

Eventhoughthisseemsreasonableenough,itisnowrecognizedthatthisratherlinear

modelhassomelimitations.Mostsignificant,theHYCPmodelassumesthatattitudechange

occursthroughtheunderstandingandcomprehensionofthepersuasiveinformation

(Jackson2005).Forexample:Anindividualisexposedtoaparticularmessage–suchasan

argumentregardingpro-environmentalbehaviourasforexampleareducingofenergy

consumption.Asaresultoftheexposuretothisargumenttheindividualchangesattitude

towardsconsumptionandultimatelytotheindividual’sownenergyconsumingbehaviour.

Eventhoughitsoundsreasonable,empiricalevidencefailstosupportit.Infact,empirical

evidenceindicatesthatlearningmightoccurwithoutanychangeinattitudesandthat

attitude/behaviouralchangecanoccurwithoutassimilationofthepersuasionmessage

(PettyandCacioppo1981).Moreovercognitiveresponsetheoryplacesagreateremphasis

onindividualsasbeingactiveparticipantsinthepersuasionprocess.Itsuggestthatpeople’s

cognitiveresponse,whichdependsoninvolvementandhistoryandcontextoftheindividual,

isquiteaccountableforchangeofattitudes,ratherthanroutinemessagelearning(Jackson

2005).

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LearningandEducation

Ascoinedseveraltimesearlierinformationisonethemainkeypointsregardingsustainable

consumptionandthusinformationandeducationarenotlessrelevantinempowering

consumerstolookoutforthetheirinterestsintheenvironmentthanweknowitfromhealth

andsafetyrelatedissues.Buttheenvironmentalissuesseemsmoresensitivetomedia

coveragethanothersocialissuesinthewesternpartoftheworld,whichmaybebecausethe

consequencesarenotexperienceddirectlybymostindividualshere(Thøgersen2005).The

sensitivityandimportanceofmediacoveragemayshowatleastacoupleofimportant

points:Itshowswhenpeoplesettheirpriorities;theyareinfluencedbyhowtheissuesare

prioritizedintheircommunity(orasreflectedinmediapriorities).Giventhecomplexand

complicatednatureoftheseenvironmentalissues,itisquitesensibleandthereforetheright,

relevantandknowledgeablereferentiscrucialtosupporttheindividual’sprioritizing

(Thøgersen2005).Secondly,thesensitivitytomediacoveragemoreovershowsthatitis

possibletoinfluenceconsumerstowardsenvironmentalissuesbythemeansofmass

communication(Harland,Paul,Staats,Henk,Wilke,A.,M.1999).Despiteofthisfact,

educationonsustainabilityshouldnotbelimitedtomassmediacampaignsbecausethe

issueisalreadyapartofmosteducationallevelstoday,inmanypartsoftheworld,andit

shouldonlybeincreasedinthefuture(Thøgersen2005).Thøgersenargues,thattheresult

oftheseactivitiesregardingknowledge,attitudeandbehaviourarequitemixed,butin

generalpositive.Andevenifitispositiveornot,theinformationstreamhasanimpactwhen

thinkingoftheresearchofthethreetypesofresponsibleconsumers.Theseyoungpeoplein

Finlandallshowknowledgeandattitudetowardsthesubjectregardlessoftheinfluence

comesfromschool,homeormassmedia.Therearehardlyanyonewhoquestionsthat

teachingsustainabilityandenvironmentalresponsibilityinformaleducationisimportant,

bothforthesakeofcreatingabasicawarenessonthetopicandtopromote‘responsible’

mannersaswell.Butthepositiveconsequencesarenotonlylimitedtothelongrun,butare

foundtohaveratherinstanteffectonthecurrentconsumptionpatternsduetochildrenand

schoolinfluencingparents(Vaughanetal.2010).

Inadditiontoactivitiesintheformaleducationsystems,governmentalorganizationsand

NGO’soffersmoreinformalenvironmentaleducationactivities,butbesidescampaignsin

massmedias,theseactivitiestendstobelesseffectivethanthosewithintheformalsystem.

Theinformalinitiativesareusuallyvoluntaryandtheyherebyattractpeoplewhoisalready

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concernedaboutorengagedinresponsibleconsumption,ratherthanthebroadmassesthat

theformalsystemengages(Thøgersen2005).

Labelling

Asmentionedearlier,labelsanddeclarationsarewidelyusedandservethepurposeof

informingtheconsumersaboutimportantproductqualitiesthatarenotimmediately

perceptible.Theusageistodaysowidelyacceptedthattheconsumersgloballyfaceover460

ecolabelsacross199countriesand25industries(“EcolabelIndex”2018).Labellinghasbeen

proventobeaneffectivetoolregardinginformationandpushingthedevelopmentinthe

rightdirection.Forexample,6-7yearsafterimplementingtheEUmandatoryenergy

labellingforhomeappliances,itwasnecessarytoextendtheclassificationwithadditional

categories(seefigure4)becausemorethan90%oftheproductssoldinsomemarketsand

productcategoriesallwerelabelledwithanA(“EnergyEfficientProducts-European

Commission”2018).

Figure4EUmandatoryenergylabelingbeforeandafter

However,itisarguedthatanumberofpreconditionsneedtobefulfilledtohavethe

intendedeffect,includingsufficientamountsoftime(Dietz,Stern,andThøgersen2002).For

thesuccessofalabelitisapreconditionthatproducersofqualifiedproductsusethelabels,

whichtheyonlytendtodoifitismandatorybylaworjudgedsomehowprofitable

(Thøgersen2005).Aslongasonlyfewandmarginalproducersuseagivenvoluntarylabel

biggercompaniesormarketleadersmayconcludethatthecostsofimplementingandusing

itmaynotbeworthit.Infact,theDanishConsumerAngency’stestlaboratoryrevealedone

oftheleadingdetergentbrandsinDenmark,Ariel,fulfilledthecriteriafortheNordicSwan

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labelin2001,butonlyin2008thelabelwasimplementedontheproductline(From

2001)(ArvidNordquist2018).

Anotherpreconditionisthatconsumerstrustthelabel(Torjusenetal.2004),whichthird-

partyschemesoftenmeetbetterthanproducers’ownlabelling.StateortrustedNGO

controlledschemesforinstances,isarguedtobeanimportantprerequisiteforthegrowthof

anorganicfoodmarketinEurope(Torjusenetal.2004).

Athirdpreconditionisthatconsumersnecessarilymayhavesufficientknowledgeaboutthe

givenlabeltoformanappropriateattitudetowardsit.Veryoftenlabelsarenotveryself-

explanatoryintheirnatureandnewenvironmentallyfriendlylabelsareimplementedin

environments(forexampleproductsintheFMCG-segment)thatisalreadyfloatedwith

labels,banners,logosetc.Uncertaintyaboutwhatlabelsmeanswhat,whatisjustgraphical

content,andwhoissueswhatmayreducethetrustamongconsumers(Thøgersen2005).It

canherebybestatedthatinordertogainthefavouroftheconsumersandcreateattention

andtrust,alabellingschememustbebackedbyactivitiesthatinformandeducatethe

relevantpopulationaboutthequalitiesofthelabeltoppedwithpotentialcommercial

benefitsandjusttherightamountofpatience.

Sub-conclusion

Acompletetruthregardingwhothe‘greenconsumer’ismayneverbecompletelyraiseddue

totheverycomplexnatureoftheissuesconcerningthesubject.Thethreepersonalitytypes

regardingsustainableandresponsibleconsumptionraiseawarenessofwhatmajor

discoursesthemodernconsumerfaces.Ourcreationofidentityandevolutionaryqualified

instinctsandurges,playsahugeroleinourconsumptionpattern,eventhoughourlargest

impactsontheenvironmentcomesfrominconspicuousconsumption.Anaccountforour

primaryandselectivemotivesregardingourmotives,leadstoanunderstandingonwhywe

doaswedo.Whatisveryinterestingisthatnotonlytheindividual’sdirectresources,as

financialstate,iscriticalintermsofexecutingenvironmentallysoundbehaviour–maybe

moreimportantistheindividualsintellectandskillsetonthesubject,duetothewidespread

informationalcomplexitiesontheissues.

Individualandsocialmoralityisimportantdimensionsonthissubjectaswell.TheAntihero

isonlyabletoenjoyenvironmentallyqualityandindividualmotivesbecausethe

EnvironmentalHeroesandtheAnarchistsarecommittingtosocialmoralitythrough

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collectivemotives.Eventhoughitmaybeisbecomingmoreandmorefashionabletopractice

soundgreenbehaviour,itoftenstillcomeswithapriceofasacrificetotheindividual.A

privatesacrificethathasbeenemphasizedalotinsociety,eventhoughthemajorimpacts

happeninothersectors.

Shiftingconsumptionpatternstowardsmoresustainablebehavioursisrelyingonasolid

understandingonwhatmotivatesconsumers,butalsoonhowchangesinbehaviouroccurs

andhowitcanbeinfluenced.Theoryonpersuasionhassomebasiclessonforconventional

publicsectorinformationcampaigns,butthiscomplexsubjectmightneedmoretochange

behaviouramongconsumers.Effectiveeducationingeneral,andtheuseoflabelling

schemes,arearguedasvaluablestrategictoolswhenpromotingenvironmentally

responsibleandsustainableconsumers.

SocietySection

Thissectionseekstocomplementthetheorysectionregardingthegreenconsumer,by

sheddinglightontendenciesanddevelopmentinthesocietyingeneral.

FoodandCorporateSustainability

Food,andspecificallytheprocessingofit,isapopulartopictoday.Wefindourselvesina

noteworthysituation,wheretheindustryproducesexcessiveamountsoffood,which

sometimesendsupbeingthrownaway.Eitherduetooverproduction,pickycostumers,the

foodturningbadorsimplybeingdamaged.Thisishappeningalongsidewithstarvationin

otherpartsoftheworld.Theclimateoftheearthischangingwithrecordbreakingspeed,

andoneofthebiggestsinnersseemstobetheemissionofgreenhousegasses,andespecially

Co2(CarbonDioxide)(USEPA2018).Inmoderntimes,climateandgeographicalplacement

doesnotseemtoinfluencetheavailability,andaccessibility,ofanykindoffood.Wehave

obtainedknowledgethroughscienceandexperiments,andarenowcapableofcontrolling

cultivatedland,andbreedingofanimals.Butthedevelopmentofnewtechnologies,that

helpsusoptimizenature’sownprocesses,comesataprice.Transportationoffoodis

consideredasamajorsinner,inrelationtothegrowingproblemofgreenhousegas

emissions(USEPA2018).Inordertocombatthischallenge,focushastosomeextentshifted

tobuyinglocallyproducedfood.Theselectionoflocalfoodis,often,notasexitingandexotic

tothemodernconsumer,andwhetherhe,orshe,willcomplywiththisisanextensionof

theircharacteristics,asseenwiththeAnarchistortheAntihero(Wang,Lo,andFang2009).

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Butthereismore.Asinvestigationofthefoodindustrycontinues,moreandmorechallenges

seemtoarise.Thetruthseemsthatmankindhasshapedtheindustrialisationoffoodand

beveragesarounda“rotten”capitalisticcore.Blindedbyprofitandscalingofoperations,the

earth,whicheverythingoriginatesfrom,hasbeenforgotten.Thefoodsystemoftodayis

enormouslycomplexandseemsbyfirstglareimpossibletoturnaroundtoamore

sustainablefuture.Todaythefoodindustryaccountsformorethan24%ofthetotalglobal

Co2emission(USEPA2018).

Althoughthenumbersoundsunrealistic,somehaveactuallymanagedtoputfocuson

utilizingtheresourcesoftheplanetinamoreeffectiveandsustainableway.

Duringthelate1900thefirstpublicscepticsrose,andfirstmoversstarteddoubtingtheway

foodwasproducedinrelationtosustainability.Thesustainablefocusonfoodproductionis

traceablebacktothelate1980’s,asforpopularliterature(RaffenspergerandMyers2004).

Focusincreasedduringthe1990’sandin2007theformerVicePresidentoftheUnited

States,AlbertArnoldGore,Jr.(Algore)wentviralasaproductofhispresentation,onthe

climatechangesfacinghumanity,andtheearththatwecallourhome(Nygaard2018).In

2007,adocumentarybythename“AnInconvenientTruth”wonanOscarinthecategory

“BestDocumentary”.ItframedAlGore´sfamouspresentationsandwarnsaboutthe

imminentclimatecrisis.TheemissionofCo2andotherpollutinggassesasaproductof

moderntimesandagrowingdemandforfood,consumergoods,transportation,electricity,

heatinhomesetc.SomeindustriesleaveabiggerCo2footprintthanothers,andfoodfinds

itsplaceinthetop,alongsidewitharease.g.transportation(burningoffossilfuels),

productionofclothes,CHP(CombinedHeatandPowerplant)(USEPA2018).Sustainability

asatopiccomesinmanyfacets,asarguedinthedelimitation,andisnotonlyrelevantin

relationtocarbonfootprint.Thechallengesofsustainabilityvaryalotdependingonthe

companyandindustry.Withinthefoodindustry,sustainabilityisacomprehensiveterm.

SecuringthelowestpossibleemissionofCo2andotherdamaginggassesisjustoneofthem.

Securingtheearthsnaturalresources,suchaswater,issomethingthatalsodrawsagrowing

focus.Theuseofpesticidesandotherenvironmentallydamagingchemicalsislikewiseabig

problemallovertheworld(Jakuboski2018).Ithelpsincreasingtheyieldoffarmingwhichis

good,butitpollutestheenvironmentthatweashumanslivein.Itdisruptsecosystemsand

killsanimalswiththefatalpollution.Luckily,duringthelastcoupleofdecades,governments

andenvironmentalorganisationshaverestrictedtheuseofenvironmentallydamaging

chemicals.Butthereisstillalongwaytogo.

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Besidesthis,thesocialaspectofsustainabilityalsodemandsitsplaceinthetalkabout

securingasustainabilityfuture.Thisiswherecompaniesworkwiththeirethicandmoral

questionsontopicslikechildlabour,helpinglocalcommunities(bothwheretheproducts

arebeingsold,butalsodownstreaminthesupply-chain).Bythistheysecurewages,and

futuregenerationslivelihood.NumerousofNGO’sworkwiththisarea,anditisparticularly

prevalentinthethirdworldcountries.

Asitseems,therearemanyaspectsofsustainabilityanditcanbeargued,whichpostpone

thebiggestthreattotheworldandlife,asweknowittoday.

AGrowingDemandforFoodandtheSustainableChallenge

Thetotalworldpopulationtodaycountsapproximately7,6billionpeople.Theglobal

populationisincreasingdramatically,andhasdoubledin40yearsfrom1959(3billion)to

1999(6billion)(WorldMeters2018).Thissetsgreatdemandstothewayweproducefood,

bothintermsofnutritionalvalue,sustainabilityandvolume.Unfortunatelyourpresentfood

systemisnotbasedonsustainability.AccordingtotheprognosesfromWorldMeters(an

independentandnongovernmentalorganization),totalworldpopulationisprojectedto

reach8billionin2023,9billionin2037and10billionpeopleintheyearof2055

(WorldMeters2018).

Anticipatingthatourglobalfoodproductionis100%sustainable,wewouldonlyfacethe

issuesregardingscalingoperationsandsecuringthenutritionalvaluesastofuturefood

production.Theglobalsupplyoffoodhastoundergomajorchangesinordertomeetthe

futuredemandwhileconvertingtosustainableprocesses.

AccordingtoUnitedStatesEnvironmentalProtectionAgency(EPA),theglobalemissionof

Co2andothergassesisdistributedbetweenthefollowingindustries(seefigure5):

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Figure5EPA-Globalestimatedspreadingofgreenhousegasemissions(USEPA2018).

Justaboutaquarteroftheworldsemissionisduetoagricultureandfoodproduction.Thisis

acalculatedestimatesinceitwouldbeimpossibletomeasureinpractice.Basedonthis,it

nowseemsevenmorecriticalthattheactorsandinfluencers(foodproducersand

consumers)takeactionassoonaspossible.

Furthermore,itseemsinterestingtoelaboratewhichcountriesproducethemostfood.By

lookingintowhichcountriesaccountsforthebiggestpartoffoodproduction,itwillbeclear

whereresourcesareallocatedthebest,inordertosecureamoresustainablefuture.FAO

(FoodandAgricultureOrganizationoftheUnitedStates)hasreleasedareportshowing

whichcountriesproduceselectedcommodities.AccordingtoFAO,thethreecountrieswith

thebiggestproductionofmostpopulardrinksareillustratedinfigure6.

PRODUCT FIRST SECOND THIRD

MILK India UnitedStates China

TEA China India Kenya

COFFEE Brazil Vietnam Indonesia

WINE Spain Italy France

BEER China UnitedStates Brazil

Figure6:Tableillustratingwhichcountriesaccountsforthelargestproductionofmostpopulardrinks(FAO2018)

ElectricityandHeatProduc4on

25%

AgricultureandFoodProduc4on

24%Industry21%

Transporta4on14%

OtherEnergy10%

Buildings6%

GlobalEmission

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Bydivingfurtherintothenumberstryingtouncoveramoredetailedpictureofwherethe

largestpartofemissionsistobefound,countrieslikeChina,UnitedStatesandIndiaappears

again.FAOstatesthatapproximately4%oftheglobalemissionofCo2comesfromfood

productions(Friedrich,Ge,andAndrew2018;FAO2018).

EnergyanditsLinktoFoodProduction

Turningthepresentfoodproductionintoasustainableone,usingrenewableenergyand

othercleversolutions,isabigmouthful.Energyavailabilityalsotakesabigplaceinthe

productionoffood.Withoutfossilfuelwewouldnotbeabletocapitalizeonheavy

machinery,transport,producingchemicalsandstoringfood(FAO2018).Tothinkitisonly

theproductionoffood,whichisenergyconsuming,wouldbenaive.Awell-debatedtopicfor

ourtimeistoeatlocallyproducedfood.Thereisabigenergyconsumptiontiedtothe

transportationoffood.Fossilfuelsarebeingusedaspetrolforbigvessels,trucksandplanes

asexoticfoodsarebeingtransportedaroundtheglobe,followingthetrailofdemand.Food

producedine.g.SpainandsoldinDenmarkforinstance,willhaveabigcarbonfootprint.Not

onlydoesthetransportationemitsgreenhousegasses,thecoolingandstoringoffoodalso

haveanimpactontheenvironment(FAO2018).

PurchasingDecisionsandAttitudeonSustainableFoodProducts

Anonlinesurveyamong1.002Americansbetween18-80yearsshowedthatsustainable

choicesamongconsumershavecomeheretostay(SeeappendixA).Thestudywas

conductedduringmarch2017andtheresultsshow,thatthegreenwayofthinkingiswidely

usedamongthepopulation(Statista2017b).17,5%oftherespondentsprefersproductsthat

havesomesortofsustainableattributesandfinditveryimportant.33,5%ofthe

respondentsfindsit“somewhatimportant”.Togetherthesetwopostsaccountsfor51%of

thetotalresearchpopulation.Thisindicatesanoverallpositiverecruitmentofthe

sustainablethinking.Worthnoticingisalsothat6,5%oftherespondentsdonotknow

enoughtoformanopinionwhichisveryinterestingregardingtotheearliernotionofthe

importanceofeducatingandinformingtheconsumers.Finallyonly7,5%saysits“notatall

important”(Statista2017b).Furthermoreitshouldbementionedthatthesurveywas

conductedonline.Thismeansthatpeoplewithoutaccesstoacomputer,mobileorInternet

notarepartofthestatistics.1002respondentsdonotprovideacompletepictureofthe

attitude,althoughitgivesagoodindication.

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Anotheronlinesurvey(multipleanswering)alsoindicatesthatweintermsofknowledge

andeducationhavecomealongway(AppendixB).In2014,1003respondentsfromUnited

Statesoftheage18+tookpartinasurvey.Thisstatisticdescribedtheimportanceof

companyactiontoAmericanconsumersinpromotingsustainablefoodproductsin2014

(Statista2017b).81%requestedthattheywouldlikemoreenvironmental-friendlyoptions

madeavailablewhenshopping.Thisindicatesthatthepopulationisconsciousaboutthe

sustainableissuethattheearth’spopulationisfacingbutismaybenotalwaysconscious

aboutwhattherightchoicesinfactare.74%oftherespondentsexpressedthattheywould

wishcompanieswouldexplainhowthefoodpurchasedecisionsimpacttheenvironment

(Statista2017b).

Asdescribedearlier,attitudesandopinionsformedbysocialnormsandotherinfluencers

haveabigimpactonthewaywethinkofsustainability.Inasurveyfrom2016(Statista

2018b),resultsshowedthatabigpartofthepopulation’sopinion,toeco-friendlygoodsand

serviceswaspositive.33%oftherespondentsthoughtofitascommonsensetoconsume

eco-friendlyproducts.19%oftheparticipantsfeelproudconsumingtheecologicalproducts

(SeeappendixC)(Statista2018b).

LookingintothenumberofFairtradecertifiedproductsintheUnitedStatesfrom1998to

2016,weseeadramaticincrease(seeappendixD).Thisisacrossnearlyallfoodcategories,

andthedevelopmentisexpectedtocontinue.Itseemsthatconsumersarehungryfor

sustainabilityandthatthepurchasepowerissolid.Since1988over750millionproducts

withtheFairtradecertificationhavebecomeavailableonshelves(Statista2018a).Fairtrade

isacertificationthatsecurestradeondifferentcommoditiesandtakesresponsibility

regardingsocialsustainability.Itdoesnottakeenergyconsumption,correctuseofsoiland

reductionofpollutionintoconsideration,butisstillagoodindicatorofincreasing

consciousnessamongconsumers.

Thefoursurveysmentionedabove,illustratesthattherearesustainableconsumerswitha

demandforsustainableproductsintheUnitedStates.AccordingtostatisticsfromStatista,

thetotalMarketValueofsustainablelabelledpackagedfood,softdrinksandhotdrinkswill

raisefrom793,8billiondollarsin2015to872,7billiondollarsin2020.Asignificantincrease

of9,9%duringafive-yearperiod(Euromonitor2018).

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PressurefromPublicInstitutionsandTendenciesinOtherIndustries

Theknowledgeofcriticalclimatechangeisnothingnewtothisworld.Everydaysmallsteps

aremade,anditisnotjustcompaniesintheprivatesectorthatneedstorethinkprocesses.

Nations,regionsandcitiesarestartingtoreconsiderandquestionpresentsolutions.Cities

convertpublicbussesfrompetroltoelectricity,solarpowerorhydrogen.Somefirst-mover

nationshaveintroduceddemandstohowCHP-stationsproduceheat,andbythatconverting

toamorerenewableandsustainableenergyproduction.Bytheseinitiatives,governments

arepushingdevelopmentandenergyconversiontowardsagreenerfuture.UNalso

implicateinthechangeofhowweliveourmodernlives.In2015theheadsofstateand

governmentandhighrepresentativesmetatUnitedNationsHeadquartersinNewYork.

Overatwo-dayperiod,representativesfromthe193sovereignstates,clarified17specified

goalstobereachedbythetimeof2030:

1. Nopoverty

2. Zerohunger

3. Goodhealthandwellbeing

4. Qualityeducation

5. Genderequality

6. Cleanwaterandsanitation

7. Affordableandcleanenergy

8. Decentworkandeconomicgrowth

9. Industry,innovationand

infrastructure

10. Reducedinequalities

11. Sustainablecitiesandcommunities

12. Responsibleconsumptionand

production

13. Climatechange

14. Lifebelowwater

15. Lifeonland

16. Peace,justiceandstrong

institutions

17. Partnershipsforthegoals(UN

2018)

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Thesharedchallengebetweennationsistotranslatetheseconcretegoalsintodigestible

andusableframeworks,thatcanbeusedbyprivateandpublicactorstocomeupwith

innovativesolutions.UnitedNationsSecretary-GeneralAntónioGuterresisstressingthe

importanceofcollaborationbetweenthepublicandprivatesector.Hestatesthattheworld

hastheknowledge,wealthandcapacitytotransformandbuildapeacefulandbeneficial

futureforeveryinhabitantontheplanet,forbothecosystemsandhumans.UNisabig

organisationofwhichmanyassociatewithheavypolicyandbureaucraticdecisionprocesses

(UN2018).Togivetheprivatesector,andtherebycorporationsahelpinghand,TheTen

PrinciplesofUNGlobalCompacthavebeenestablished.Bythehelpoftheseconcrete

principles,businessnowhasguidelinesthathelpthemstriveformoreethicaland

sustainablecorrectway,tomanagetheirbusiness.The17Sustainabilitygoals,fortheworld,

havebeentranslatedtotenprinciplesforbusinessestofollow,whicharecharacterizedby

thesethreethemes:

o HumanRights

o Labour

o Environment

AccordingtoUN,businessesshouldundertakeinitiativestopromotegreaterenvironmental

responsibility(UnitedNations2018a).Byconvertingtocleanerandmoreefficient

processes,companiescanincreaseresourceproductivity.Additionally,thereisarising

demandforsustainablebusinessesbetweenemployeesandconsumers.Bytheseprinciples

Figure7UnitedNationsSustainabilityGoals(SDG)(UN2018)

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AntónioGueterresandtherestofUNhopestoadvocateandguideindustryandbusinessina

sustainabledirection.Companiesshouldincreaseself-regulationandre-evaluatecodeof

conductintermsofmanagingtheirbusinessandtheenvironment(UnitedNationsGlobal

Compact2017).

SincetheUNboardintroducestheSustainableDevelopmentGoalsin2015,theglobal

businesscommunityhavemadegreat,andimportantprogressinordertomeetthe

ambitioussustainabilitygoals.Aroundtheworld,companieshavecommittedtoTheTen

PrinciplesoftheUNGlobalCompactatCEO-level,andhavebeenabletoapproachthe

SustainableDevelopmentGoals.Greatprogresshavealreadybeencovered,accordingtoCEO

&ExecutiveDirectoratUnitedNationsGlobalCompactLiseKingo(UnitedNationsGlobal

Compact2017).AccordingtoareportthatUnitedNationsGlobalCompacthasconducted

amongitsmembers,steadyprogressishappening.Thenumberofcompaniesthatshow

interestandcommitmenttoanenvironmentalchange,andamoresustainablewayto

conductbusiness,isincreasing.

TheGlobalCompactinitiativenowcounts9.413(UnitedNationsGlobalCompact2017)

companiesaffiliated.Theyaredistributedin163differentcountries,coveringallcontinents.

66millionpeopleareemployedataGlobalCompactcompany.28%oftheFortune500

companiesparticipateinthisinitiative.Ofthe9.413affiliatedcompaniesthefourbiggest

sectorsare3.137withinIndustrialGoods&Services,785withinTechnology,685within

Construction&Materialsand551withinFood&Beverage(UnitedNationsGlobalCompact

2017).75%ofcompaniesclaimthattheytakeactiontomeettheambitiousSustainable

DevelopmentGoals.Furtherinvestigationshowsthatinvolvementatboardlevelhas

increasedsignificantlyinthepasttwoyears.AlsoCEOcommitmentishigh,whicharecritical

toasuccessfulstrategicapproachtowardssustainability(UnitedNationsGlobalCompact

2017).

NotalloftheSustainableDevelopmentGoalsarerelatedtotheenvironment.Participants

whoengageintheenvironmentalprinciples,prioritizesdifferentgoals.Thespecificgoal,

ClimateActionismetwiththebiggestengagement,accordingtoGlobalCompact’sreport.

37%oftheparticipantsareworkingwithimprovingtheimpactontheenvironmentand

haveactivitiestargetingclimatechange.50%oftheconsulted,believethattheireffortshave

asignificantimpactontheissues(UnitedNationsGlobalCompact2017).Whetheritis

effortswithinreducingwaterspillage,improvinglifeonland,improvinglifebelowwaterno

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otherareaaregettingthesameattention.Furthermore,participantsreportlikewise,that

ClimateActionistheareawheremostbelieveintheimpactoftheiractions.

Adaptingtothegoals,andconvertingbusinessprocesses,proceduresandattitudeto

conductingamoresustainablewayofbusinesscomeswithdifferentchallenges.According

totheGlobalCompactreport,smallandlargebusinessesfacesdifferentchallenges.Among

thesmallbusinesses,lackoffinancialresourcesseemstobethebiggestissue.Itisnot

uncommonforcompanieshavebigexpensesconnectedtosustainableinvestments.These

investmentshopefullypayoffovertime,buttothecompanyitisnecessarytohavethe

liquiditytowithstandthetransitionperiod.Forlargercompaniesthisproblemisnotasbig.

Asforlargecompanies,extendingstrategythroughouttheirsupplychainisabigger

problem.Largecompanieshavenaturallymoresuppliersandstrategicpartnersthatthey

dependon.Ensuringthattheyfollowguidelines,intermsofasustainablecodeofconduct,

canbehard.Lackoftransparencyisnotuncommon,andcanslowtheprocessofchoosing

andevaluatingsuppliersandstrategicpartner.Themajorityofthemdonotinclude

sustainability.Ofalltheissueswearefacingonthisplanetandourglobalsociety,the

committeeofUNmanagedtoallocatefivebulletsspecificforthetopicofsustainability.To

theresearchersofthispaper,thisisindicatingthatsustainabilityisahighpriority.

EmphasizingsustainabilityontheUNgoals’agendaobviouslydoesnotsolvetheissues

themselves.Eachbullethasitsownsubsidiaryobjectivesthataimtosplittheselargegoals

Figure8Differentchallengestosmallandlargecompanies(UnitedNationsGlobalCompact2017)

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inminorandmoredigestiblesubgoals.Thishelpscompanies,andotheractors,totakeup

thechallengeandbecomeapartofthechange.Byhelpfromtheprivatesectorand

governancesaroundtheworld,goalscanbereached,butitrequiressometoleadtheway.

FirstMoverIndustries–TheWindofChange

Alongwiththefoodindustry,electricityandheatproductionandtransportationarealso

contributingsignificantlytoemissionofgreenhousegasses.AccordingtoEPA(UnitedStates

EnvironmentalProtectionAgency)24%oftheglobalgreenhousegasemissionderivesfrom

foodproduction,25%fromelectricityandheatproductionand14%fromtransportation,

butlatelywehaveseenachange.Firstmoversofrenewableenergyandsustainable

solutionspopupwithinmoreandmoreindustriesandnations.Convertingtheproductionof

energyandheat,inaCHP-station(Combinedheatandpowerstation)demandsgreat

investments.Denmarkisoneontheleadingcountrieswithinrenewableenergy.By2020the

goalistohavea100%supplyofrenewableenergyintheenergyandtransportsector

(DanishWindIndustryAssociation2018).Somecountriesareblessedwithanabundanceof

naturalresourcessuchasoil,metals,goldordiamonds.Denmarkhasthewind.Plentyofit.

This,andotherfactors,hascultivatedDenmarkasafirst-moverwithinthewindindustry,

andtodayhundredsofcompaniescoveringeveryaspectofthesupply-chaininDenmark.All

kindsofcompaniescanbefoundrangingfromturbineproducers,developersofoffshore

windfarmstoincrediblevesselshandlingoffshoreinstallations,transport,maintenanceand

service(DanishWindIndustryAssociation2018).Alongtheprivatesectoranduniversities,

extensiveresearchanddevelopmentprogramsarebeingcarriedout.Thetargetisto

developnewandmoreefficienttechnology.Inordertoconvertthelargestpossibleamount

ofwindenergytoelectricityaclosecollaborationisneeded.

AtmultipleharboursinDenmarkportsarecustomizedforhandlingandassemblingoffshore

windturbines.Around75%ofDenmark’swindcapacitycomesfromonshoreinstallations,

and25%isfromoffshore(Neslen2018).

AreportfromTheDanishEnergyAgency,reportsthatthebestperforminginvestmentin

newenergyplants(newCHP-stations,onshorewindturbines,offshorewindturbinesand

naturalgasses)isonshorewindparks.Theonlychallengehereisthattheyoften(tosome

extent)botherresidentsintheareawheretheyareputup.Thechallengewithoffshorewind

parksisthattheydemandasignificantbiggerstart-upandmaintenancebudget.Eitherway,

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windenergyisaccordingtoTheDanishEnergyAgency,thecheapestsolutionbothinterms

ofinitialinvestmentsfromthesupplier’spointofview,butalsofromtheend-user(Neslen

2018).

ButasgreenasDenmarkmayseem,notallareas,intermsofsustainabilityiscultivated

fairly.Tesla(Americanproducerofelectriccars)launchedtheirnewmodelSandentered

theDanishmarketinthefallof2013.Until2015allTeslamodels,andotherelectriccars

havebeenexemptfrompayingduty(Turula2018).ThewordspreadfastandtheDanish

governmentdecidedtoimposeadutyonelectriccarsequivalenttotraditionalcars,running

onfossilfuels.Criticsarguedthatthiswouldslowtheprogressofconvertingthecarsofthe

Danishroadsfromfossilfuelstomorerenewableenergy.Byaphaseofsevenyears,theduty

willgraduallygetchargedonelectricvehicles–incontrasttoNorway.Norwayisthe

PromisedLandforelectriccars.ThegovernmentofNorwayhassetanambitiousgoal–to

outphasepetrolpoweredcarsby2025.ToreachthisgoaltheNorwegiangovernmenthas

launchedastringofinitiativestopromotetheuseofelectriccars.Firstandforemost,there

arenopurchase/importtaxeswhenpurchasinganelectricvehicle.Ownersofe.g.aTesla

alsoexemptfromthe25%VATcomparedtoothercarsrunningonfossilfuels.Ownersof

electriccarspayalowannualroadtax,andarealsoexemptedforchargesontollroadsand

ferries.IfyoudriveanelectricpoweredvehicleinNorwayyoucanalsoenjoythebenefitof

freemunicipalparkingandaccesstobuslanes(Turula2018).Notsurprisinglytherealso

existattractivemodelsforacquisitionofanelectriccompanycar,andlikewiseonleasing.

WiththismodelNorwayhavebecomegloballyknowasthefirst-moverwithingreen

transportation.Theattractiveregulationsregardingelectricvehiclesnowmeansthat

Norwayhasmorethan10%oftheglobalelectriccarfleet(Turula2018).

Allovertheworldnewinitiativesandsolutionsappeartohelpsolvethesustainable

challengesweface.Butasthetwoexamplesillustrate,bigactorslikegovernmentsand

companiesneedtotakeaction–otherwisewewillmissthewindowofopportunity.Norway

hastakenabigleapforward,andisabiginspirationtotherestoftheworld.Denmarkcan

learnalotfromNorwayintermsonconvertingthecarontheroadstomorerenewable

alternatives.

Thequestionnowseemsifthereisaconnectionbetweentheseexamples(Norwaywith

electriccars,andDenmarkwithwindenergy),andtheemissionofgreenhousegasses.

AccordingtoFAO(UnitedStatesEnvironmentalProtectionAgency)andtheirestimateson

greenhousegasemissions,electricityandheatproductionaccountsfor25%,and

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transportationaccountsfor14%oftheglobalemissions.Thiscorrespondswellwiththe

DanishandNorwegiangovernmentsattemptstoreduceCo2withincriticalareas,and

therebybecomingmoresustainable.Furthermore,thetwoexamplesaregreatindicatorsofa

globaltrend,whichisnotonlyhappeningwithinoneindustry.

Asgreattheseexamplesmightsound,therearebadexamplestobefoundaswell.According

toareportbytheBritishThinkTankInfluenceMap,politicallobbyismagainstsustainability

isnotuncommon.Someoftheworldsbiggestbrandsandmostpowerfulcompanies,spends

enormousresourcestryingtomanipulatelegislationintheirfavour(InfluenceMap2017).

Thismaynotcomeasasurprise,buttheresultsareinterestinginthelightofsome

corporation’sstanceonclimatepolicy,leveloflobbyingactivityandoveralleconomicclout.

Thisreportisidentifying50ofthe250biggest,nonstate-owned,industrialcompaniesthat

havethebiggestinfluentialontheclimatepolicytoday.Theother200ismoreorless

passive.Whilepeopleallovertheworldisworkingagainstclimatechanges,35ofthebiggest

companiesareactivelylobbyingagainstpro-climatepolicies.Mostofthemareheavy

industrycompaniesthathavesomesortofstrongconnectiontofossilfuels,transportation

orenergyproduction(e.g.CHPstations)(InfluenceMap2017).Majorcompaniesthat

increasinglysupportthealignmentoftheParisClimatepolicyarealsofeatured.Hereglobal

brandslikeApple,Unilever,IKEA,NestléandTeslaistobefound.Butthenervewithinthis

reportisthecompaniesthatopposetotherenewableandmoresustainableclimatepolicies.

Asmentionedalready,companiesthatoperatewithinthefossilfuelvaluechain(e.g.

ExxonMobil,Chevron,Shell)andothersdeceleratethesustainabledevelopmentandfuture.

Withinthesementioned35companiesofgreatpoliticalinfluencearefourpowerfulvehicle

manufacturersincludingFord,BMW,FiatChryslerandDaimler.Theresearchersbehindthe

reportclaimstohaveclearevidencethattheseactorsarelobbyingtodelayorreduce

efficiencyandCo2emissionsstandardsandproceduresbothinEuropeandNorthAmerica

(InfluenceMap2017).LookingatBMWforinstance,thisisratherparadoxical.BMWbrands

itselfasasustainableindustryleaderasacarmanufacturerwithinitsclass.Sustainabilityis,

accordingtoBMW,afocalpoint.TheallegedlyworkwithbecomingCo2neutral,reducing

wasteandbecominggreenerinrelationtogasemissionsfromtheircars(BMWGroup

2016a;BMW2016;BMWGroup2016b).Stilltheyallegedlylobbyagainstamoresustainable

policy.

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ParisAgreement

In2015193nationscametogethertoactonthecriticalclimatechange.Amajormeeting

washeldinParis,andtheeventhasbeendescribedashistorical.Neverbeforehavethat

manynations,incollaboration,developedambitiousgoalsontheclimateissue.Theagenda

wasclear;tocutdowngreenhousegasemissions,andtherebytryingtosavetheearthfor

futuregenerations(UnitedNations2018b).In1997theKyotoProtocolsetatargetfora

handfulofdevelopedcountriestocutdownonemissions.AsUnitedStatespulledoutand

othercountriesfailedtoreachthegoals,TheKyotoProtocolbecameafailure.

TheParisAgreementiscentredonfollowingkeyelements:

o Agoaltokeeptheglobalaveragetemperaturebelow2.0C(3.6F),andlongtermlower

to1.5C.

o Alimitationandreductionofgreenhousegassesemittedbyhumans.Thegoalisto

reducegreenhousegassestoalevelwheretrees,soilandoceanscannaturally

absorb.Estimatedatsomepointbetween2050and2100.

o Reviewingeachcountriescontributionbyemissionreduceeveryfiveyear.Bydoing

this,measurescanbemadeanditisfurthermorepossibletokeeppressureonthe

specificcountry,andsetnewgoals.

o Itisexpectedthatcountriesthatarewell-off,helpscountriesthatisnotaswealthy.

Thiscanbedonebyeconomicaid,cooperationandsharingofexperienceand

knowledge(UnitedNations2018b).

Thesekeyelementsissettohelpcountriescombattheclimatechangesthatfaceshumanity,

butthegoalswillnotbereachedwithoutheavyinvestments.Oneofthestickingpointsofthe

negotiationshasbeencentredaboutwaystofinancethisturnaround.Developingareaslike

AfricaandpartsofAsiahaverequestedfinancial,educationalandtechnologicalhelpto

phaseoutfossilfuels(UnitedNations2018b).TheParisagreementrequiresthewealthy

nationstoassistwithfinancialaidoftotal$100billionperyear.Richnationspledgestothis

agreementthatisbindingtoyear2020.In2020themonetaryaidissupposedtobere-

evaluatedwiththe$100billionactingasstartingpointforfurthernegotiations.Accordingto

theagreementcountriesmustkeepsupportingothercountriesthatarenotsowelloff.The

countries,whicharenotobligatedtohelp,areencouragedtojoinandhelponavoluntary

basis.Dr.IlanKelman(scientistwithinphysicalandenvironmentalconditionsatInstitutefir

Risk&DisasterReductionandInstituteforGlobalHealth)ofUCL(UniversityCollegeof

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London)expresseshisworriestowardstheagreement.Hearguesthattheresources

allocatedwillnotcometobeefficient.AccordingtoanarticleonthetopicfromBBC,$100

billionislessthan8%ofthedeclaredworld-widemilitaryspending–eachyear(United

Nations2018b).TheacknowledgedParisAgreementisjustthebeginningofamoregreen

discourse.Manyinstitutions,e.g.UnitedNationsareleaningagainstthegoals,andusesitas

stepstonesintheirstrategicworktowardsamoresustainablefuture.

Howfarhavewecome?Isitallfornothing?

Itisahardquestiontoanswer.Acknowledgementoftheissueisabigpartofit,anditisfrom

hereonpossibletostartworkingwithsolvingthechallenge.Thesectionsaboveindicatethat

thereisarestructuringundergoing.Changeisinevitable,anditseemsthatactorson

differentlevelsandmarketshaveacknowledgedthat.Itispositivetoseehowbigbrandsare

adaptingtothenewandgreenermind-sets.AsMcKinsey&Companyexpress,itisimportant

to“live”thechangeandincorporatethegoalsandthegreenerthinkingintocorevalues

(BonininiandGörner2011).Supportfromconsumersandthedemandforgreenerproducts,

moresustainablesolutions,responsibilityandchangewillnaturallyaffecttheway

companiesconductbusiness.Companieshavesincethedawnoftime,livedbythedemandof

consumers.Ifthedemandforaproductchanges,orletssayevolve,sowillthecompanyand

themarket.Anticipatingthatallconsumersintheworldwantedtosolelybuysustainable

productsfromcompaniesthatworkedhardtoachieveagreenerandsustainableplanet,

sustainabilityingeneralwouldbemorecommon.Aseasyasitmightseemtoblamethebig

multinationalcorporations,consumersalsoneedtolookinwards.Nations,governments,

citiesandorganizationsalsoplayabigroleintheconversiontoamoresustainableworld.Is

seemscomplextoevaluatetheprogresssofar,andhowfarwehavecome.Whatcanbesaid

isthatopinionsandattitudetowardssustainabilityhavechanged.Moreandmorepeopleis

joiningthesustainablemovement.Sometogreaterextentthanothers.Regardlessofthe

degree,thetruechallengeistogetconsumerstoactontheirgoodintensions.Earlierthe

attitudesandintentionsamongconsumerstowardssustainabilityhavebeenelaborated.

Thisisratherinterestingintermsofdiscussinghowfarwehavecome.Again,the

acknowledgementoftheissues,accountsforabigpartoftheprogress.Educationand

spreadingofthewordpromotestheknowledge,justasscienceexplorenewperspectives

andcomeupwithnewwaysproducefoodmoresustainable.

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Sub-conclusion

AccordingtostatisticsfromUNandFAOweareconsumingmorethanever,andtheeffecton

ourplanetisnottobemistaken.Thenumberofinhabitantsonourplanetisgrowingwithan

impressiverate,andwiththeincreaseddemandforfoodandFMCGingeneral,theworld,as

weknowitfaceadifficultchallenge.Clearindicatorsonathreateningenvironmentalchange

havecircledthelastcoupleofdecades,onlytospreadthemessage.Consumersofwestern

originexpressclearpositiveattitudetowardsproductswithsustainableattributes.Bothin

termsofexitingproducts,newproductsandmoreinformation.Lookingintothedifferent

industriesandhowtheyaffectourenvironment,itisclearthatsomeindustriesarebigger

sinnersthanother.Especiallythefoodproduction,industryandtransportationsectorsare

responsibleforthebiggestimpact.Lookingfurtherintoindustriesitquicklybecomesclear

thatsomebrands,industriesandnationscanbecharacterisedasfirstmovers.Thisisvery

interesting,asitputsperspectiveonthesustainabledevelopmentinaholisticmatter.The

tendencieswithinsustainabilityarenotsomethingthatislimitedtoaspecialproduct

category,nationorcontinent.Itindicatesthatachangeoftheworldasweknowitis

undergoing,rightbeforeoureyes–eventhoughwemightnotnoticeitinourdailylife’s.A

paradigmisshifting.

Withpressureincreasingfrompublicinstitutions,likeUN,changeseemsinevitable.UNurge

changeamongnationsandencouragetheprivatesectortoaffiliatewiththecomprehensive

codeofconduct,UNCompact.

TheCorporatePointofView

Asdescribedearliertheaccelerateddemographic,technologicalandindustrialdevelopment

ofthelastcenturyhasintensifiedtheconsequencesbyhumanactivityontheenvironment.

Inthiscontexttheconceptofsustainabledevelopmentemergedandbecamewidelyknown

in1987throughthepublicationoftheOurCommonFuturedocument-aUNreportofthe

WorldCommissiononEnvironmentandDevelopment(Mebratu1998).Sustainable

developmentwasherebydefinedas“thedevelopmentthatisabletosatisfytheneedsof

currentgenerations,withoutcompromisingtheabilityoffuturegenerationstosatisfytheir

ownneeds”(Brundtland1987).Itisarguedthatthesustainabilityisviewedlyingonthree

mainpillars;theenvironment,theeconomyandthesocietywhereitcanbestatedthatthe

company’s/organization’ssocialresponsibilityisincludedinallthree(Elkington1994).In

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regardofthisandthefactearlierstatedconcerningindustry’simpactontheenvironment

andresourceconsumption,companiesneedtobeapartofthesolution,whichmakesita

managerialresponsibility.

Marketingmightbeoneofthemostcrucialstrategicactivitiescompaniescanutilizeto

ensurerespectfortheenvironmentandsocialwellbeingcompatiblewiththebusiness

operations(SimãoandLisboa2017).Inthisregard,greenmarketingfocusesondeveloping

andmarketingsolutions/products/servicesthatontheonehandsatisfiescostumerneeds

andontheotherhandtakingenvironmentalsustainabilityintoaccount(Polonsky1994).

Companiescandirecttheireffortstowardsproducing“cleaner”products,yet,ifthese

productsareperceivedasoflowerquality(astheAnarchistthoughtsonorganicvegetables),

overpriced(alsoacommonattitudeasarguedseveraltimesearlier)orfailtodeliveronthe

mainbenefitsoftheproducts,theywillnotattractcustomersandratherresultonnegativity

towardsthegivencompany(Elkington1994).

CompaniesandSustainability

Itiswidelyacknowledgedthattheenvironment,companiesanddevelopmentareconnected

andinparticularsustainabilityrelatestobusinessmanagement(Elkington1994)(Polonsky

1994)(Chabowski,Mena,andGonzalez-Padron2011).Fromasustainableperspectiveitis

desirablethatcompaniespromoteanefficientconsumptionandreplacementofmaterials

andresources.Morespecificallycompaniescanengageinactivitiesofresourceefficiency

andreplacement,manageresiduals,reuseandrecyclematerials,managewater,soilandair

pollution,greenprocessesandproductsthatrepresentlowerenvironmentalimpactand

promotegreenpracticesbothinternallyandexternally(Chabowski,Mena,andGonzalez-

Padron2011).

Asmadeclearinthelastsectiongovernmentsexertafundamentalroleinspreadingand

promotingpreservationoftheenvironment,andservesthepurposeofdefining

environmentalnormsandregulatorymechanismsinsociety.Yet,theneedofenvironmental

protectivelegalisationsandregulationsaremostlyaccepteditraisesadilemma–economy

vs.ecology(Chabowski,Mena,andGonzalez-Padron2011).Eventhoughallpeoplebasically

wantsaliveableplanet,awidespreadbeliefthatenvironmentalregulationmayprejudice

competitivenessrules,asarguedintheconsumersection.

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Othersclaimthatitisimportantthatmanagementsbuildanenvironmentalmanagement

strategytoachieveorganizationalgoalsasmoralobligationsofbeingsociallyresponsible

andreductioninoperationalcostsforexample(Polonsky1994).Infactitisarguedthat

implementingenvironmentalpracticesdonotonlyrepresentanadditionalcosttothe

company,butitmightprovidedesirablebenefitssuchas:

o Costreductionresultingfromlowerresourcesconsumption.

o Resourcesaving/profitgainduetomaterialrecycling.

o Detectionofnewrawmaterialsandmanufacturingprocesses.

o “Clean”manufacturingtechnologypatents’sales.

o Firmimageimprovementandsalesincrease,duetoofecologicalproducts

developmentandlaunch.

o Possibilityofenteringintheinternationalmarket,increasinglyrigidinregardsto

environmentalrestrictions.

o Greaterfacilityofobtainingforeignfinancingthroughinvestments.

o Greateracceptabilityofshareholderswhoprefertoinvestinenvironmentally

responsiblefirms(SimãoandLisboa2017)

Ontopofthesebenefitsitisalsoarguedthatenvironmentallyfriendlyinitiativesmay

influenceverypositiveonbrandimage,brandknowledgeandoverallcompanyreputation

(Chabowski,Mena,andGonzalez-Padron2011)(Connelly,Ketchen,andSlater2011).This

maypartiallyreflectthechangesinthesocietyinregardofconsumer’sand

society’s/government’sexpectationstowardscompanies.Bythis,sincesometrendsamong

consumersandinsocietychangedattentionfromconsumptiontosustainableconsumption

itbecamerelevanttocompaniestotakethisseriously,asalternativelycompaniesassociated

toactionsagainstsustainabilitymightbenegativelyaffected(Connelly,Ketchen,andSlater

2011).Tosumup,itcanbestatedthatcompaniestendtoadoptsustainableand

environmentallyfriendlypracticestoobtainbusinessrelatedbenefitsorbecausetheyare

motivatedbyexternalforces,suchasgovernments.

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CommitmenttoSustainability

Companiesthatchoosetoengagesustainablepracticescanofcausechoosetobemoreor

lesscommittedandtheextendofcommitmentcanbedividedintothreestages(Chabowski,

Mena,andGonzalez-Padron2011).Thefirststageis“reaction”,andherecompaniesconsider

environmentalissuestherootsofunnecessarycosts,henceverylittlecommitment.These

companiestendtofocus“treatmentofsymptoms”aspollutioncontrolinsteadof“curing”

andremovethesourceofpollution.Secondstage,or“prevention”,companiestriestoavoid

environmentalbecausetheyrecognizethatregardingcosts,itispreferabletoalterprocesses

andavoidpollution,ratherthandealingwiththeeffectsanddamagesfromit.Thethirdand

finalstageis“proactiveness”.Hereenvironmentalmanagementisviewedasastrategic

opportunitytoenternewmarketsorstrengthenexistingones.Thistypeofcompanies

proactivelyengageindevelopmentofpreventiveandcorrectiveactionsappliedtotheentire

organisationandit’ssupplychaininaholisticmanner(Chabowski,Mena,andGonzalez-

Padron2011)(GinsbergandBloom2004).

Theintegrationofenvironmentalfocusinthecompany’sfunctionalareasshowsa

company’sabilitytousetheseenvironmentalissuesasstrategicopportunities.Particularly

themarketingareaseemstohaveacentralroleinapplyingthisfocus.Thishigher

commitmentandinvolvementfromthecompanyasawholeemergeconstructssuchas

greenmarketing,whichwillbedealtwithinthefollowingsection.

GreenMarketing

Greenmarketingconsistsintheactivitiesconceivedtoproduceandfacilitatethe

commercializationofproductsorservicestosatisfyhumandesiresandneedsandyet

causingaminimumimpactontheenvironment(Polonsky1994).Itcanbeviewed,asa

holisticprocessresponsibleforidentifyingandsatisfyingconsumerandsocietyneedsin

bothlucrativeandsustainableways.Bythispointitmustbeacknowledgedthatthereexista

relationshipbetweenmoralityandgreenmarketing.

Asaconceptgreenmarketinghasevolvedovertimesinceconcernsonpollutioninthe

1970s(Elkington,Hailes,andMakower1990).Withtheincreasedglobalconcernof

environmentalqualitygreenmarketinghasacquiredmoreandmoreimportanceovertime.

Asaresultcompaniesthatareaimingtoexpandtheirmarketsorincreasetheirsalesvolume

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couldbenefitfromthepositiveimageestablishedtroughgreenmarketing(Ginsbergand

Bloom2004).

Whendevelopingagreenmarketingstrategycompaniesshouldtakeintoaccounttwo

crucialaspects:creatingaproductthatsatisfiesconsumers’needstogetherwithcarryinga

minimalnegativeimpactontheenvironmentandtogenerateaperceptionofproductquality

andthecompany’scommitmenttotheenvironmentinthemindoftheconsumers

(Chabowski,Mena,andGonzalez-Padron2011).Thissaid,companiesneedtodevelopboth

thefunctionalandtheemotionalbenefitsoftheproducttosatisfytheneedsoftheconscious

consumer.Thegreenmarketingstrategyinvolvesaproactivepostureasexplainedin

previoussection,whichalsooftenenablesalong-termorientation(deBakker2009).De

Bakkerherearguesthattheproactivenessaimstogaincompetitiveadvantagesby

positioningproductsinconsumers’minds.Buttoachievetheseadvantagesagreen

marketingstrategyhastodealwithsomeofthefundamentalelementsofmarketing

activitiessuchassegmentation,(green)productdevelopment,(green)positioning,pricing,

logisticscommunicationsandpartnershipsequivalenttothedesiredoverallgreenstrategy.

Asacrucialaspectofstrategicmanagementandmarketing,thestrategicmanagementofthe

brandplaysaveryimportantroleregardingsustainability–inthiscontextthecreationof

andmanagementofgreenbrandsisthekeyingreenmarketing(Chabowski,Mena,and

Gonzalez-Padron2011).

Sub-conclusion

Greenmarketinghasacquiredmoreandmoreimportanceovertime,andeventhoughitcan

beverybeneficialtoachieveagreenimageinthemindofconsumers,itisstillfundamental

tocompaniestodeliverasatisfactoryproduct/service.Beingabletodeliveraproductthat

satisfytheconsumer’sneedswithminimalnegativeimpactontheenvironmentisimportant

regardinggreenmarketing,butitisarguedlikewiseimportanttoestablishtheperceptionof

thecompany’sgreencommitmentaswell.Eventhoughthereareseveralargumentstowards

carryinggreenmarketingandusingitstatically,manycompaniesstilltendstoonlyadopt

sustainablepracticesthatisevenbeneficialtothecompanyorisforceduponthembylaw.

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Analysis

Thefollowingsectionseekstoinvestigateandanalysesomebest-in-practisecompanies

regardinggreenandsustainabledevelopmenttouncoverhowthesespecificcompanies

respondtothemovementsinsocietyandamongconsumers.Thetwocompanieschosenis

NestléandToyota.

Nestlé

Nestléinvestsincreasinglyinsustainability,andisconsideredtobeoneoftheleading

companieswithintheirindustry(Globescan2015).Nestleisratherinterestinginthelightof

thispapersproblemformulationduetothecompany’sincreasinginvestmentsin

sustainability,andbecauseitisconsideredtobeoneoftheleadingcompanieswithintheir

industry(Globescan2015).Totheextentoftheresearch,thispaperseektoillustratehow

companiescanbenefitfromthesustainabledevelopmentwesee.Nestléisarolemodelto

manyintheindustryoffoodandbeverages(Nestlé2017c)andthroughcontinuousactivities

andincreasinginvestmentsNestléisslowly,butsteadyconvertingtheirwayofbusiness.As

previouslyarguedfoodproductionisamongthehighestgreenhousegasemissionindustries

andagricultureremainsoneofthebiggestsinnersinthiscategory(USEPA2018).Nestlé’s

productiononconsumablegoodsrest,amongothers,onthefollowingcrops:

o Coffee

o Cacao

o Palmoil

o Pulpandpaper

o Soya

o Sugar

o Cerealsandgrains

o Hazelnuts(Nestlé2017d)

TheabovementioneditemsaretheonesthatNestlésourceinthelargestquantities,andat

thesametimethemostvitaltotheirbusinessmodel.Theseincentivesarealchallengefor

Nestlé,asdemandforsustainableproductsrise.

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TheanalysisofNestléhasbeendividedintothreepartsforthesakeofthereadertoensurea

betterunderstanding.FirstabriefintroductionofNestléGroupcontainingkeyfactsanda

timelinewillbepresented.Secondly,aninvestigationofhowthetheoryofthispaper

correspondswiththecaseofNestléGroupandtheirsustainableefforts.Finally,an

assessmentofifandhow,NestléGroupappliestheirsustainabilityeffortsintheir

communication.DuetothecomplexnatureofNestléGroup,itisimportantnottogeneralize.

OurgoalinthethirdsectionoftheNestléanalysisistoillustratetheroleofsustainability

andseeifitispossibletodemonstratehowNestléGroupbenefitsfromtheirsustainable

efforts,throughcommunicationchannels.

NestléCompanyPresentation

Nestléisaninternationallyknownfoodfabricant,andseller,whichmanypeoplemight

recognisewithinsweetsandbreakfastrelatedproducts.Thecompanyisfairlyinterestingin

thecaseofsustainabilityastheytakegreatresponsibilityregardingtheclimatechange,as

wellassocialresponsibility.Nestléisaverybigcorporation,andexactlythesizeofthe

enterpriseisalsointeresting.Thecompanyandtheirsustainablemethods,andactions,will

beelaboratedinthefollowingsection.NestléGroupismanagingawiderangeofbrandsand

isindirectcontactwithalllevelsofthesupplychain.

In2016Nestlécelebrated150thanniversary,andtouncoverthesuccessofthebrandwewill

travelbackintimewereitallbegan.Theyearis1866,andHenriNestléhavejustfounded

Anglo-SwissCondensedMilkCompany(Nestlé2017a).In1867Henridevelopsa

breakthroughwithininfantfood.Tocombathighmortalityratesbetweennew-borninfants,

whocannotbreastfeed,German-bornHenrilauncheshis“KinderMehl”.Thebreastmilk

substitutecombinedmilkfromacow,wheatflourandsugar(Nestlé2017a).

Asthecompanyexperiencessuccessinthestartofthe20thcentury,competitiongrewwith

acompanyduetoacompanywithanalmostidenticalname:Anglo-Swiss.Anglo-Swisswas

atthattimearivalandtherewasallegedlyfiercecompetitionbetweenthetwocompanies.

Especiallyonthemarketofcondensedmilkandinfantcereal(Nestlé2017a).Eventhough

bothcompaniesexpanded,andgrewheavily,bothintermsofproductrangesbutalso

openingnewmarkets,theydecidedtomerge.Togetherthetwocompaniesfoundedwhatwe

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todayknowasNestléGroup(Nestlé2017a).DuringthepioneeringyearsofNestlé,society

onanationalandinternationallevelwaschangingatrecord-breakingspeed.Peoplemoved

tothecityduringtheindustrializationtofindworkandoneofthecharacteristicsofthis

periodwasthatcompaniesstartedtoimplementmachinesaspartoftheproduction,to

maximiseproductivity(Johansen2017;Nestlé2017a).Thiswasmadepossibleduetothe

propagationofelectricityandafastevolvingrailwaynetwork,connectinggrowingcitieson

anationalandinternationallevel.Thisspurredtradingofinternationalinconsumergoods.

In1904thecompanystartedsellingchocolate,whichtheytodayareinternationally

recognisedfor.Henriwasinthe1880sreadytosellcommercialmilkchocolate,butdueto

lackoffaithinthenewproduct,itwasnotreleaseduntil1904.

Throughouttherestofthe20thcenturyacomprehensivestringofbrandandproduct

launchestookplace.Amongthemarefamousproductsandbrandslike:

o 1938–Nescafé

o 1948–Nestea

o 1948–Nesquik

o 1986–Nespresso(Nestlé2018a)

Nestléhavealsoboughtuppromisingbrandse.g.Perrier(Frenchbrandofnaturalbottled

watercapturedatthesourceinVergèze,andknownfortheirgreenbottles)andVittel

(FrenchbrandthatbottlesmineralwaterfromthesourceinVittel,France)(Nestlé2017a;

Nestlé2018a).Furthermoretheyhavesignedgreatpartnershipswithotherbigcorporations

likeL’OréalandGeneralMills.Byengaginginjointventures,theyhavelaunchednumerous

productlinesbasedontheirsharedexpertise.Nestlé’sstorylineisrathercomplexbut

centresaroundproductsthataredigestive.Theproductrangecontainsbothnecessary

foods,likewater,butalsosweetsthatdonotappearasanecessity,butratherasatreat.In

totalNestlégroupmanages2000brands,rangingfromlocalfavouritestointernationalicons

(Nestlé2018a;Nestlé2017a).

ThemultinationalconsumergoodscompanyisheadquarteredinVevey,Switzerland.Nestlé

Groupemploysmorethan323.000peopleworldwideandispresentin189countries.Nestlé

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Grouphadaturnoverofmorethan$89bnin2017(Sneider2017).Approximately$40bnof

thesalesisderivedfromtheAmericanregion.HereNestléoperate158factoriesand

employs33,6%oftheirworkforce.Europe,MiddleEastandNorthAfricaaccountsfor

roughly$26bnoftheglobalturnover.Thisareaemploys33,9%oftheglobalstaffin146

factories.Asia,Oceaniaandsub-SaharanAfricadeliversaturnoverof$23bn.32,6%of

employeesworkhere,and109factoriesareoperating(Sneider2017).

Accordingtothemselves,Nestlé’spurposeistocontributetoahealthierfutureandenhance

qualityoflifeamongtheirconsumers.Throughtheirproductrange,theywanttoinspire

peopletolivehealthierlives(Nestlé2018c).Byduringthistheyarguethattheycontribute

tosocietyandwhileensuringlongtimesustainabilityandsuccessofthebrand.

Nestlérealizesandacknowledgesissuesofsustainabilityandtakespartinsolvingthem.To

structureandorganizetheirsustainableeffortsNestléhavesetambitiousgoals(Nestlé

2018a).

SustainableDevelopmentGoals

Nestléisoftheconvictionthateverythingisinterconnected;fromtheindividualtothe

familyandfromthecommunitytotheplanet.AccordingtoNestléGroupthebusinessthrives

whentheplanetanditsinhabitantshavethebestpremises.Toensurethatthebusinessof

NestléGrouphavetheleastimpactonourenvironment,regardingtheclimateandsocial

aspect,inspirationhavebeendrawnfromtheSustainabilityGoals(UnitedNations)(Nestlé

2018c).NestléGrouphasdefinedsomeambitiousgoalstoreachby2030.Theytakegreat

responsibilityregardingproductionandprocurementalongtheirsupplychain,butalso

Figure9IllustrationofNestlé'sthreesustainabilitycommitments(Nestlé2018a)

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climatechangerelatedissues.Threeoverarchingvisionsaredefiningtheirwork,and

guidingdecisionsastheyconvertthebusinesstowardsamoresustainableoneinthefuture.

OverallNestlé’seffortsareillustratedinfigure9,andissettobereachedby2030.

Forindividualsandfamilies

Goal:Help50millionchildrenlivehealthierlives(Nestlé2017b)

OneofthethreepillarsinNestlé’sCSVstrategyiscentredonchildren.Therearetwosidesto

thispoint.Firstofalltheywishtohelpyoutharoundtheworld,andovertimeprovidekids

thatarepoorandnotwelloffwithbetteropportunitiesandlivelihood.NestléGroupworks

directlywith700.000farmers,andaffectsapproximatelyfivemillionthroughouttheir

supplychain.Bycommittingtohelpsuppliers,andmakingitapartofthecompany’score

purposeandvalue,thecompanyaremuchmorelikelytocarrythroughwithactions.

NotonlydoNestléseektoraisestandardoflivingandopportunitiesdownstreaminthe

supplychain,NestléGroupisalsocommittedtomakekidshealthier.Byhelpingand

promotinghealthydietchoices,Nestléclaimstoenhancequalityoflifeamongkidsand

therebycontributingtoahealthierfuture.ThiscanbecharacterizedasNestléworkingwith

thesocialresponsibility.NestléforHealthierKidsistheinitiativethatgathersalltheefforts

tosupportcaregiversandparentsineducatingchildreninsustainableandhealthyfood

choices.ThiscorrespondsverywellwiththesectionPurchasingdecisionsandattitudeon

sustainablefoodproductsdescribedearlierinthepaper.Hereresearchshowsthatupto

51%ofrespondentsprefers,orfinditsomewhatimportant,thatproductshavesomesortof

sustainableattribute(Statista2018b;Statista2017b).

InextensionoftheaboveseemsrelevanttohighlightthetheoryregardingLearningand

Education.Displayinginformationandlabellingonproductsiscrucialinguidingand

informingconsumers.AsmentionintheLabellingsectionearlier,companiesonlytendto

uselabellingifitismandatorybylaworsomehowprofitable(Dietz,Stern,andThøgersen

2002).89,4%ofproductssoldbyNestléGrouphavetheGuidelineDailyAmount(GDA)

basedlabelsonfrontofpackincountriesthatallowit(Nestlé2017b).44.4%oftheproducts

intendedforchildrenhavetheGDAlabel,and97,3%ofallfoodsinNestléGroup’sproduct

portfoliohavetheNestléNutritionalCompass(Nestlé2017b).HereNestléusesthelabelsas

astrategictooltoinformandeducatetheconsumers.Activelypursuingtoeducate,inform

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andadviseconsumers.Consumerswillnowbebetteroffintheirdecisionmakingprocess,

andtherebypositioned,tobuytherightproduct(herereferringtotheEnvironmentalHero

inthesectionregardingWhoistheGreenConsumer,asthispersonaacquirestheskillsand

awarenesstoapurchaseofthischaracter).Thisismoreofasocialresponsibilitynaturethan

environment,butperspectivescanclearlybehighlightedintermsofcooperatesustainable

development.

ForthePlanet

Goal:StriveforZEROenvironmentalimpactinouroperations(Nestlé2017b)

Thesecondfocusshedslightontheenvironment.Asaresponsetotheacceleratingclimate

change,Nestléhavelaunchedinitiativestryingtocombatgreenhousegasemissions.Justas

theirsocialorientedcommitmentscorrespondswelltotheSustainabilityGoalsbyUN.

Nestlé’swholebusinessmodelrestsonagriculture,andthereforeitisimportanttoacton

theclimatechange.Thiswaytheycan“bethechange”,thatconsumerswanttoseeamong

companies.Increasinginvestmentsinsustainableprojectshaveledtothat25,7%of

electricitynowareobtainedfromrenewablesources(Nestlé2018a;Nestlé2017b).Thishas

ledtoa33,2%reductioninemissionsofgreenhousegasses.Anambitioustargethavebeen

setwhilestrivingtowardszeroenvironmentalimpactinoperations.Nestléisamemberof

therenewableenergyunion,RE100.AscoinedintheCertificationofSustainableefforts

section,RE100isaninitiativepromotingandsupportingcompaniestoconvertenergy

supplyfromnon-renewablesourcesto100%renewable(RE1002017).Changeofthis

characterdoesnothappenovernightandisfollowedbygreatinvestments.Improvingand

optimisingenergysupplyforthemanyfactoriesandoperationsaroundtheworld,

contributestoagreenerimageandisrelevantinthediscussionoftheearliersection.By

workingindepthwiththeenvironmentalchallengesregardinggreenhousegasses,itshows

thatNestléisabletoworkwiththesubjectasastrategicoption.Asarguedinthe

CommitmenttoSustainabilitypassage,companiescanbedividedintothreetypeswitheach

theircharacteristics.Overall,dependingonhowcommittedcompaniesare,andhowthey

recognisesustainabilitychallenge,thesethreetypescanhelpdescribethelevelof

engagementandintegrationofenvironmentalfocus.Nestlé’saccessiontotheenvironmental

issue,fitsbestwithinthethirdandfinalstage.Bystrivingfor0%environmentalimpactin

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operations,Nestléworksproactivelytoengageanddevelopingnewpreventiveactions.

Theseactionshavebecomecentralpartofstrategicopportunities.Furthermore,a

perspectivecanbetakentothesectionWhoistheGreenConsumer.Bycommittingto

reducingenvironmentalimpactasmuchaspossible,NestléisaddressingtheEnvironmental

Herowhoischaracterisedbyacknowledgementoftheclimatechange,sustainable

consumptionandthinksofscienceasaresource.Theenvironmentalheroistaking

responsiblechoicesasproductsofawarenessandskills,asarguedintheprevioussection.

Nestlégroupcomplieswiththeimportanceofincorporatingsustainabilityasapartofthe

corebusiness.ThiscorrespondsverywelltothesectionregardingMckinsey&Company,

andCommitmenttoSustainabilitywhichexpressestheimportanceof“living”thechangein

ordertobenefitfromit(BonininiandGörner2011).ByduringsoNestlésecuresfuture

activities,andavoidspillageofunnecessaryresources.AccordingtoresearchbyMcKinsey&

Company,companiesthatfullyintegratesustainabilityeffortsandstrategiesaspartoftheir

corevaluesandperformancemeasures,ismuchmorelikelytosucceed.Nestlécommitsby

theabove-mentionedactivities,andmore,fullytothechallenge.

ForourCommunities

Goal:“Helptoimprove30millionlivelihoodsincommunitiesdirectlyconnectedtoourbusiness

activities”(Nestlé2017b)

ThelastofthethreepillarsthatNestlé’sambitionsrestonisCommunities.Again,youwill

noticeahighlevelofcommitmentfromthecompany.Thisareadealsprimarywithrural

development,humanrightsandgeneralworkingconditions.

In2005NestléachievedtheFairtradecertification(Nestlé2018b).Thiscertificationallows,

aselaboratedintheCertificationofSustainabilityEfforts,consumerstoassessifthe

companysupportsfarmersintheearlystateofthesupplychain(agriculture).Bydisclosing

this,theconsumercannownavigatethroughalternatives,andchoosetosupportsustainable

agricultureandFairtradeinitsessence.Nestléseemstohaveasinceremotivationtobe

betterandprovideconsumerswithbetterchoices.Itshouldbestatedbesideshelping

consumersnavigateandhelpingfamerswhocultivateandsellcrops,Nestléalsomarketthe

productstotheEnvironmentalHero.Thismaybethefirstandforemostimportantpointto

theFairtradecollaboration.

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Nestlé’smantrawithinsocialsustainabilityistheirCSVstrategy.Asmentioned,itiscentred

oncreatingsharedvalue.Theydothisbysecuringfairwages,andpaymentsinalllevelsof

supplychain(Nestlé2017b).Withthisasthefoundation,theyincorporatepartnershipswith

farmersindifferentruraldistricts.Nestléhaveadirectsupplyfrom685.000farmers

worldwideandbyknottingtiestheysecureagreatcooperationwheretheycanpromoteand

supportsmartandsustainablemethods(Nestlé2017b).In2017118.426farmersreceived

technicalsupportandassistanceinthecultivationoftheirland.Thishelpssecurepotential

yields,yetalsoeducatesthefarmer.AsaproductofthiscooperationNestlé’spartnerswork

morefuture-oriented,andbecomesustainableintwoways:sustainableasof“securing”

futurelivelihoodbutalsoregardingtheenvironment.Alongsidewiththiscloserelationship,

Nestléalsopromotesacceptableworkingconditionsandhumanrightsintheruraldistricts

thattheygetintouchwith(Nestlé2017b).Humanrightsviolationscanoccur,andcanbe

veryhardtoidentify,Nestlésays.Thisisduetothatsupplychainsoftenarecomplexand

generallackoftransparency.Thisresultsinanobscurepictureofthereality,which

thereforecanbehardtoacton.Byworkingclosewithnongovernmentalorganisationslike

theDanishInstituteforHumanRights,Nestléconstantlyworkstoimprove.Thegoalisto

continuouslybebetterinspottingviolations(Nestlé2018a).Alongsidewiththeincreasing

awarenessofcreatingsharedvaluethrougheducation,andpromotionofhumanrights,

Nestléhavelaunchedaprogramtomonitorinitiativesandactivities.Partnersofthis

programdeliverinformationandgeneralstatisticsregardingtheirproductionorenterprise.

BythehelpofthisprogramNestléhavegreatercontrolandenlightenmentofeg.afarmers

activities.

Theabovementionedactivitiesare,ofcourse,profitdriventosomeextentbutalsoconstitute

amuchbiggerpurpose,accordingtoUlfMarkSchneider(ChiefExecutiveofficerofNestlé).

AsarguedintheCommitmenttoSustainabilitysection,companiesexertafundamentalrole

inspreadingandpreservingenvironmentalandsocialresponsibility.Inpresenttimeitisnot

enoughforacompanytobeaknownsupplierofquality,ifthecompetitiveleapistobe

secured.Attheendofthedayitisnolongersufficienttobetherespectedqualityprovider.

Asacompanyyouwanttobelikedbyyourconsumers.Thiswillonlyhappenifthecompany

successfullypromotesanddeliversatransparentandtrustworthycompanyprofile.Bythe

researchofNestlégroup,itseemsthatcommitmentstotheirCommunitygoalsare

comprehensive.Deeprootsofthisfundamentalefforttosolveissuesofpresenttime,canbe

tracedintotheverycoreofNestlévaluesandpurpose.Thiscorrespondsverywellwiththe

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twosectionsCommitmenttoSustainabilityandMckinsey&Companyuncoveredearlierin

thepaper.Toexperienceeffectivechange,byinitiativesandactions,basedonawishto

improvesustainableprofile,companiesmustanchortheconceptincorevalues.Again,

NestléGroupissuccessfullychangingtheircompanyimagefromwhateasilycouldbea

targetforcritiquetolackofcareregardingtheirsupply-chainandthecommunities

surroundingit.Instead,Nestléexcelsinworkingtransparentlyandhonest,thereby

providingpartnersthroughoutthesupply-chainwithresourcestoachieveamorepromising

futuredescribedaspartoftheThirdstage,workingproactiveinCommitmentto

Sustainability.ThisstrategicapproachprovidesNestléwiththepossibilitytoutilizethe

strategicopportunitiesofsustainabilityrelatedconcerns.CoinedintheStrategicuseof

ThreatsandWeaknessestoSustainabilityinregardtotendencies,itisvitalforacompanyto

betransparentinitsactionsandinitiatives.Nestlé’slevelofcommitmenttosustainability,

togetherwiththedetailedreportingandinformativenature,isstrongindicatorsofan

authenticwishtobebetter.Atglance,thesocialandcommunityorientedresponsibilityand

promotionofNestléGroupoperationsseemsmorecomplexofnature,thanreducingthe

greenhousegasemissions.Thisisexpressedthroughthecompany’sprofiling.

CommunicationofNestléSustainabilityCommitments

AsmentionedearlierNestléisacompanythatholdsover2000brands(Nestlé2018a).

Naturallythesebrandsvaryalotbothintermsofproduct,markets,costumers,and

competition.ByanalysingNestléGroupandapplyingfindingstomanydiversebrands,it

wouldprovideuswithanobscurepictureofthereality.

Whatcanbeelaborated,isthewayNestléGroupshareinformationoftheiractivities.Allthe

sustainableinitiativesmightnotberelevanttoaparticularbrandorproduct.Asdescribedin

theWhoistheGreenConsumersection,threedifferentclassificationsofgreenconsumersis

illustrated.Dependingonhowmuchtheconsumerengagesinthesustainablebelieve,heor

she,willhavesomedefinedcharacteristics.Duetodifferentconvictionsandconsumer

behaviours,Nestlécannotapplyallthesustainableexperiencetoallbrands.Thiscouldmean

thatsomewillgetscaredoff.Eventhoughwelivein2018andsustainabilityiswidelyspread

andstillincreasinglyaregainingground,someconsumersareoftheconvictionthat

sustainabilityisbadorexpensive.Itisalwayseasyforthesimplemindedtorepelsomething

thatonedoesnotunderstandorcanaffiliateoneselfwith.WiththisinformationNestléhave

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tobecarefulwithwhotheycommunicatewhatto–especiallyinthelineofFastMoving

ConsumerGoods(FMCG).

AlthoughNestléGroupdoesnotsellaproduct,but“only”lookintothebestinterestsofall

theassociatedbrands;theystillneedtotakecareoftheircompanyimageasawhole.Nestlé

GroupispresentandmostlyactiveonInstagram,FacebookandYoutube.

Instagram

Thepostsandsharing’sofNestlé’sInstagramaccountisverydiverse,andtheycount45.100

followers1.Incontinuationofthecomprehensivesustainabilityefforts,Nestléwasexpected

useitalotinthediscourseonInstagram.Veryfewofthepostsarerelatedtosustainability

(Nestlé2018b).Ofsharedmaterialthatisembossedbysustainabilityitismostlybig

announcements.Besidessustainabilityrelatedpoststhechannelismostlycharacterizedby

themeslikegeneralhealthpromotion,diversityofpeopleandculture,animalrightsand

personalization.Especiallythepersonalizationconstituteabigpart,andisthereforeis

interesting.Inspiteofthegreatresourcesinvestedinsustainability,NestléGroupallocates

mostofthespaceonpersonalizingthebrand.Thisisthroughpersonalnarrativesofallkinds

ofpeople,andsocalled“Employeetake-overs”(Nestlé,n.d.).Thiscanbeinterpretedasa

wishtoembodyorincarnatethecompanyprofileandbythiscontributingtoamorefriendly

andwarmimage.Fromtheimpressionofthisplatform,thepurposeistoworkwiththe

imageofNestléGroup.

Facebook

NestléGroup’sFacebookismorecomprehensiveinitsfunction,thantheirInstagramprofile.

Itcounts11millionfollowers2,andworksmuchmorelikeacommunicationplatform

(Nestlé2018c).Allnecessarycontactinfoisavailableandpeoplewithissues,questionsand

inquiriesgetresponse.Again,itdoesnotseemlikeNestléisusingtheirsustainable

developmenteffortsaspartofmarketingandcommunicationonthisplatform.Itisvery

limitedtowhatposthavetodowithsustainability.Mostofthesustainabilityrelatedposts

havesomethingtowithrecyclingofwasteandhowconsumersshoulddisposewaste

correctly(Nestlé2018d).Besidesfromthelimitedsustainability,postsexistmostlyof

1Date:22/520182Date:23/52018

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employeebranding,healthytipsandideastoexercisemoreingeneralpromotionof

healthierlifestyles.

Youtube

Youtubeisonebigcollaborationofmoviesandshortfilms.Therearemanydifferent

categoriesandtheirYoutubechannelseemstopromoteeverythingfromkids’healthto

investorrelatedcontent.Lookingintoallthedifferentcategories,itseemslikethisisthe

placetobecomeeducatedintheNestléGroupuniverse(Nestlé2018e).Research&

Development,CreatingSharedValue,HealthyLifestyle,NewsandEvents,NestléAds,

WorkingatNestlé,AskNestléandHealthierKidsareallcategorieswithnumerousmovies

andfilms.CreatingSharedValue(NestléCSVprogram)definitelyhasitsplaceonthe

channel,butdoesnotovershinetheotherchannels(Nestlé2018f).AmongNestléGroupads,

themajorityofmessageshavesomethingtodowithcreatinganiceandfriendlyimageofthe

company.FewdealswiththesustainabledevelopmentthatNestléGroupisinvolvedin

(Nestlé2018f).

Sub-conclusion

AsexperiencedintheanalysisofNestléGroupssustainabilityactions,implementationof

sustainabilityincoreactivitiesandvaluesiskey.Nestléworkscomprehensivewiththeissue

ofsustainability.TheanalysisofNestléGroupshows,thatdependingonthespecificareaof

interest(Environmental,SocialorCommunity),differentlevelsoftheillustratedtheorycan

beproven.ByonestepatatimeNestléisslowlyconvertingthebusinesstomeetpresentand

futureneedsanddemands.Itseemsfairtoconclude,throughtheanalysisofNestléGroup,

thattosucceedwithsustainableimplementationsitisimportanttomakeitpartofcore

values.Furthermore,dependingonthecase,itisofhighvaluetolabeltheproductscorrectly,

regardlessofifitisfornutritionalorenvironmentalpurposes.Securingawell-documented

segmentationwillhelpillustratewhotheconsumeris,andhowimportantitistoapply

sustainableattributestotheproductorservice.InthecaseofNestlé,itdoesnotseemlike

theyusesustainabilityalotintheircommunication,butratheruseittosecurefuture

businessactivities.Therecanbeseveralexplanationstothis,butthemostreasonablewillbe

to“protect”themanybrandsthatthecompanyholds.NestléGroupholdsover2000brands,

whichisverydiverseinmarkets,competitionandtargetgroup.

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Toyota

ThecaseofToyotahasbeenchosenduetothecompany’sglobalacknowledgement

regardinggreenmarketingandbecauseitisaworldwidereferenceofcorporate

responsibility(SimãoandLisboa2017)(Interbrand2014).

History

Toyotawasfoundedin1937inJapanandistodaypartoftheToyotaMotorCompanyLtd.of

KiichiroToyoda.KiichiroToyodahadadreamofproducingautomobilesandwasinspiredby

theprinciplesofmassproductionthatemergedinUSAandEuropeinthebeginningofthe

20thcentury.ThedreamcametruethankstoKiichiroToyoda’sfatherwhoearnedhuge

successindevelopingtechnologytofabricweavingmachines.Fromweavingfabricto

producingcars,allthephilosophyisbasedonthe“domorewithless”principle,whichlead

totheacknowledged“justintime”principleofToyota.Thejustintimeprinciplebuildson,

andallieswithreducedstocksandproductiveefficiency,whichismadepossiblethrough

tightandstrictproductionplanningandwastemanagement(Toyota2018b).

AsearlyasthefirstdecadeToyotareached100.000producedvehiclesandeventhough

WorldWar2forcedthecompanytoslowdown,exportwaschosenasgrowthstrategy.

Hence,inthe1950stheLandCruiserwasthefirstToyotamodeltohittheAmericanmarket

(1957)andToyotaopenedthefirstproductionplantonforeignsoilinBrazil(1958).In1966

ToyotalaunchedtheCorolla,whichduetoitspopularitystrengthenedToyota’sinternational

position,inparticularintheUSA.MoreoverToyotabegancommercializationinthe

Europeanmarketandin1998Toyotawaspresentinallsegmentsofpassengercarswitha

wideproductrangeofcarsandmotors.

TodaytheToyotaMotorCompanyisoneoftheleadingautomotivemanufacturersinthe

worldwithapresenceinmorethan160countriesandbesideofbeingundisputedmarkets

leaderintheJapaneseandevenAsianmarkets,Toyotaisthebestsellingnon-Americancar

brandintheUS(Toyota2018b),leadingJapanesebrandinEurope(infrontofHonda,

Nissan,SubaruandMazda)(SimãoandLisboa2017)andisrankedas2017’s7thbestglobal

brandwithanestimatedbrandvalueon50billiondollars(Interbrand2017).Toyota

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employedmorethan364.000peoplein2017(Statista2017a)andhadatotalnetrevenueof

morethanabreath-taking2.517billiondollars3.

OneofthemajormilestonesofToyotawasbeingapioneerinthehybridcarmarketby

launchingtheToyotaPriusinJapanin1997andacoupleofyearslaterintheUSandEurope.

In2011therevolutionaryPriusreachedastunning3millionsoldunits.ThePriuscanbe

viewedasasymbolofwhatbecameamajorchangeinthediscourseandwayofthinkingin

ToyotaMotorCompany.

ToyotaEnvironmentalChallenge2050

In2015ToyotaannouncedtheirToyotaEnvironmentalChallenge2050asameansof

contributingtotherealizationofasustainablesociety(ToyotaMotorCorporation2017).By

thisToyotahaspromotedawiderangeofinitiativestoaddresstheincreasinglyglobal

environmentalissuesasglobalwarming,biodiversitydepletionandshortageinnatural

resourcesduetooverproduction.ThesechallengesaretoobligeToyota’sowncommitment

toreducetheenvironmentalburdenofcarstoasclosetozeroaspossibleandatthesame

timecontributetoapositiveimpactontheearthandthesocieties(ToyotaMotor

Corporation2017).TheToyotaEnvironmentalChallenge2050consistsofsixchallenges

witheachadifferentscope:

Challenge1:NewVehicleZeroCO2EmissionsChallenge

ReduceglobalaverageCO2emissionsfromnewvehiclesby90%fromToyota’s2010global

level.

Actions:Acceleratewidespreaduseofnext-generationvehiclestosaveenergyandutilizea

diverserangeoffuels.

o Accelerateglobalexpansionofhybridvehiclesandplug-inhybridvehicles.

o Acceleratewidespreaduseoffuelcell,electricandotherzero-emissionvehicles

(ToyotaMotorCorporation2017).

3CalculatedfromJapaneseYenexchangerate0,9114/5-18

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Challenge2:LifeCycleZeroCO2EmissionsChallenge

CompletelyeliminateallCO2emissionsfromtheentirevehiclelifecycle.

ReduceCO2emissionsalongtheentirevehiclelifecycle,frommaterialsproduction,parts

andvehiclemanufacturingtodrivinganddisposalstage.

o ReduceCO2emissionsduringmaterialsproductionbydevelopingandexpandinguse

oflow-emissionmaterials.

o Promoteeco-friendlyactionsthroughwideruseofrecycledmaterials(ToyotaMotor

Corporation2017).

Challenge3:PlantZeroCO2EmissionsChallenge

AchievezeroCO2emissionsatallplantsby2050.

Actions:Atallproductionplants,developmentandadoptlow-CO2technologiesand

implementdailykaizen4,whilepromotingtheuseofrenewableenergyandhydrogen.

o Reduceenergyconsumptiontoonethirdorlessbysimplifyingandstreamlining

productionprocessesandtakinginnovativeenergy-savingmeasures.

o Adoptrenewableenergiesatplants,includingtheuseofwindpowerproducedon-

siteatourTaharaPlantbyaround2020(ToyotaMotorCorporation2017).

Challenge4:ChallengeofMinimizingandOptimizingWaterUsage

Minimizewaterconsumptionandimplementwastewatermanagementbasedonindividual

localconditions.

Actions:Reducewaterconsumptioninexistingproductionprocessesaswellasintroducing

technologiesthatreduceindustrialwaterconsumptionthroughrainwateruseand

improvingwaterrecyclingrates.4Continuousimprovements.OneoffivecorevaluesofToyotaintroducedin1937

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o Managewastewaterqualitybycomplyingwithstrictstandards,improvingthelocal

environmentbyreturningcleanwater.

Challenge5:ChallengeofEstablishingaRecycling-basedSocietyandSystem

PromoteglobaldeploymentofEnd-of-lifevehicletreatmentandrecyclingtechnologiesand

systemsdevelopedinJapan.

Actions:Establisharecycle-basedsocietywithfourkeyfeatures:useeco-friendlymaterials:

useautopartslonger;developrecyclingtechnologies;andmanufacturevehiclesfromEnd-

of-lifevehicles.

Twoglobalprojectsstartedin2016:

o ToyotaGlobal100DismantlersProject

o ToyotaGlobalCar-to-CarRecycleProject(ToyotaMotorCorporation2017)

Challenge6:ChallengeofEstablishingaFutureSocietyinHarmonywithNature

ConnectnatureconservationactivitiesbeyondtheToyotaGroupanditsbusinesspartners

amongcommunities,withtheworld,tothefuture.

Actions:EnhanceToyota’slong-standingnatureconservationactivitiesintheareasofnature

fostering,environmentalgrants,andenvironmentaleducation.Developingthree

“connecting”projectsstartedin2016,sharingourknow-howandenvironmental

experiences.

o Connectingcommunities:ToyotaGreenWaveProject

o Connectingwiththeworld:ToyotaTodayforTomorrowProject

o Connectingwiththefuture:ToyotaESDProject

Beinganautomotivemanufacturermightnotbethemostforgivinglineofbusiness

regardingpublicrelationrelatedtosustainabilityandenvironment.Thefirstsmalland

visionarystepswasasmentionedearliertakenin1997whenlaunchingtheToyotaPrius

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anditcanbestatedthatToyotaalreadyatthattimewasawareofwhatweaknessesthey

werecarryingandwhatthreatstheywerefacingintheirsector.Eventhoughtheconceptof

CO2emissionfirstseriouslygainedmainstreamattentionafterAlGore’s‘AnInconvenient

Truth’,CO2emissionsandpollutingexhaustfromautomotivewasatopicmuchearlier.Even

thoughtheKyotoProtocolisarguedtobeafailure,itcausedalotofattentiontowardsthe

topic,andmaybebyacoincidence,ToyotamanagedtolaunchthePriusalmost

simultaneouslyinlate1997.Thislaunchandtheassociatedactivities(asinvestmentsin

developinghybridmotorsforexample)canbeviewedasthefoundationforwhatbecame

thebuildingofToyota’sgreenmarketing.

Thechallenge1notonlycomplieswiththeParisAgreement,whichmakesToyotaplace

stage2commitment,butmoreoveritexceedsthescopeofitmakingToyotaproactivein

stage3inrelationtothecommitmenttheory(Chabowski,Mena,andGonzalez-Padron

2011).NotonlyisChallenge1ambitiousbyitself,butmaybemoreimportantitsupports

theirgreenmarketing,makingToyotaapotentialgo-tooptioninmindsofmoreconcerned

consumersastheEnvironmentalHerooreventheAnarchist.Asidefromapproaching

customersegmentsthatmightnothavebeenaccessiblewithoutthegreenactivities,Toyota

alsoavoidednegativeimpacttowardsthebrandingeneralwhichmighthaveoccurred

followingmainstreamfocusontheenvironmentalissuesifthecompanyhadcontinuedthe

traditionalcarmanufacturingdiscourse.ByexercisingcareanddiligenceToyotawillbeable

deliverproductsthatontheonehandservestosatisfycostumerneedsandontheother

handtakingenvironmentalsustainabilityintoaccount,whichconstructsgreenmarketing

(Polonsky1994).

Challenge2intendstoeliminateCO2emissionsinthecompleteproductlifecycle,including

materials,partsandthegeneralmanufacturingofaToyotavehicle.Besideoftheimmediate

benefitstotheenvironmentaswellassupportingthepointsstatedabove,thischallenge

respondstotheissueregardingconsumers’challengesevaluatingifproductsareinfact

environmentallyfriendly.Asdiscussedearlier,theconsumermustengageinrational

considerationsandanalysisofinformationtobeabletoinfactcarryoutthedesired

environmentallyfriendlybehaviourtosupporttheprimarymotivesoftheindividual

(Moisander2007).Itcantakespecialistknowledgetoseethroughandevaluatethetrade-

offs,butbyremovingallCO2emissionsfromthevehiclelifecyclemoreadvantagesemerges

towardsconsumers;A)Toyotacouldpositionitselfasago-tobrandamongtheAnarchist

personalitytypes.ItisstatedthattheAnarchistasfaraspossibleavoidsmultinational

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corporations,butthistypeseemsatthesametimequitewellinformedonproductsand

environmentalconsequences,whichwouldbeanadvantagestoToyotainthiscase.B)The

EnvironmentalHerowouldbeattractedbytheenvironmentallyfriendlyperformanceand

propertiesofToyotaandwiththerightcommunication,Toyotashouldbeabletoreachthe

consumerswithgoodintentionsbutlackofpersonalresourcestotakethe“right”decision.

C)TheenvironmentwillbenefitfromToyotaaccomplishingthischallenge.Notonlywillit

contributetotheawarenesstowardsenvironmentallyfriendlycommercialactivities,but

consumersastheAntiherocouldbuyaToyotabecauseofanyothergivenproductattribute

andbythatengaginginsustainableconsumptionactivities.

Challenge3ismuchincorrespondencewiththepointsofchallenge1and2.Byacomplete

depletionofCO2emissionsToyotawillfurtherremovehiddenenvironmentalimpactfrom

theoperationmakingiteasiertoconsumerstomakethemostenvironmentallyfriendly

decision.Asarguedearlier,stepstowardssustainabledevelopmentcanrequiresignificant

investments,butmightbeinggoodandprofitableinvestmentsinthelongrun.Thispointis

backedbySteveHope,GeneralManagerofEnvironmentalAffairsandCorporateCitizenship

atToyota:

“WeapproachtheEnvironmentalChallengeswiththesamerigoraswewouldanyothergoal,

becausewearecertainofthebenefitsthatmeetingthemcanbringandbecauseweviewthem

asmakinggoodbusinesssense.”(HopeandSinger2017).

BythisSteveHopenotonlyunderlinesthemoralissuesconcerningenvironmental

challengesas“makinggoodsense”butheacknowledgethatToyotapotentiallycanmake

goodbusinessfromthesekindsofinitiativesandinvestments.Especiallypromoting

renewableenergyandbecomingself-sufficientwithelectricityfromon-sitewindmills

shouldnotonlysupport/providegoodpublicrelation,butshouldremoveasignificantcost

ofpurchasingelectricityfromthirdpartysuppliers.

AnotherpotentialpositiveoffspringbenefitofazeroCO2emissionproductionisafurther

costreduction.Ithasbeenawidelyusedpractiseforlongtimethatcompaniesoreven

individualscanbuyCO2offsetstocompensateforharmfulbehaviourandnegative

environmentalimpact(Clark2011).ByachievingzeroCO2emissiontherewillbeno

negativeimpacttocompensateinthisregard.

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WhendealingwithreducingandoptimizingwaterusageitisverycloselinkedtoToyota’s

holisticaccessiontowardstheglobalenvironmentalissues.Byreducingwaterconsumption

inexistingproductionprocessesaswellasintroducingtechnologiesthatreduceindustrial

waterconsumptionthroughrainwateruseandimprovingwaterrecyclingrates,Toyota

respondstopoint3onlistonebyElkingtonetal.concerningenvironmentallyresponsible

productsdonotconsumeadisproportionateamountofenergyandotherresourcesduring

manufacture,use,ordisposal(Elkington,Hailes,andMakower1990).Thesameofcourse

appliestotheinitiativesregardingrenewableenergysupplysourcesontheplantsfor

example.MoreovertheseinitiativesarenotonlyimplementedinternallyinToyotabutin

theirsupplychainaswell.SteveHopeestablishthisholisticengagement:

“Wetrytoworkcreativelywithoperationalsitesinourdirectnetworkandthoseofwilling

partners,toharvestnaturalresources(suchasenergyandwater)inasustainableway…”

(HopeandSinger2017).

ItisnotonlyregardingdirectresourceconsumptionasforexampleenergyToyotaengagein

theholisticaccession.Toyotahavechallengeditselftoestablisharecycling-basedsociety

throughtheuseofeco-friendlymaterials,prolongthelifecycleofautoparts,developing

recyclingtechnologiesandmanufacturingvehiclesfromend-of-life(ELV)vehicles.Tothe

commonconsumeritmightbeimpossibletoevaluatetheconsequencesoftheimpactofauto

partswithashortlifespanorwhatinfacthappentovehicleswhenwediscardthem.Infact,

everyyearELVgeneratebetween7-8milliontonnesofwastethroughouttheEuropean

Union(EuropeanCommission2016).ThroughthesechallengesToyotaundertakesagreat

responsibility,which,asarguedpreviousinthispaper,maybeatoolargeorcomplexissue

justtoevaluateandseethroughbythecommonconsumer.ButeventhoughToyotathrough

themassivesizeofthecorporationcanmakeamajorpositiveimpact,Toyotaisalsoaware

thattheworldingeneralmustbereadytocorporateandinvestifthegoalsregardinggood

environmentalqualityshallbemet.SteveHopeargues:

“ThecomplexityofourChallengesmeansthatonesector,oronecompany,cannotsolvethemin

isolation–weneednotonlybusinesspartners,butalsomulti-company/sectorcollaborations

betweenindustry,governmentsandsociety.Forexample,thetransformationofsocietyto

includehydrogenasapotentialenergycarrierandstoragesolutionforexcessrenewable

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energywillincludecollaborationsbetweenenergyproviders,distributors,governments,

municipalitiesandusers.Tothisend,Toyotahasalreadymadeover5,600hydrogen-related

patentsavailableforotherpartnerstouse,royalty-free”(HopeandSinger2017).

NaturallystatementslikethisplacesToyotaasaforerunnerforsustainabledevelopment,

butitisstillimportanttorememberthatToyotastillisamultinationalcorporationthat

marketed86.810.000vehiclesin2016(SimãoandLisboa2017).Stillitisveryinteresting

whatresponsibilityToyotaistryingtotakebynotonlymakinginitiativesthemselves,but

alsotriestopromotesustainabledevelopmentinothersectorsthroughinnovationfor

example.

Thechallenge6isverymuchcentredonpromotingsoundenvironmentalbehaviourand

preservationofnatureandwildlife.Someoftheinitiativeshaveenvironmentaleducation

ascoreactivities,whichisingoodcorrespondencewithearlierfindingsthatinformationis

oneofthemainkeypointsregardingsustainableconsumption.Asseveraloftheother

challengesandinitiatives,thischallengeisquitehiddenforeverybodyelsethanthe

directlyaffected,asforexamplethosewhoparticipateinsomeoftheeducativeinitiatives.

Communication

EventhoughToyota’sEnvironmentalChallenge2050isveryambitiousandhasamajor

potentialtowardspositiveenvironmentalimpacts,itisnotusedinlargescaleintheir

publicrelationormarketingactivities.Whenlookingspecificallyfortheinformation,itis

quiteeasytofindreportonreportexplainingdifferentinitiativesandprojectsfromToyota

(Toyota2016)(ToyotaMotorCorporation2017)(SimãoandLisboa2017)(Kates,Parris,

andLeiserowitz2016)butingeneralsalescommunicationitisabitdifferent.When

visitingwww.toyota-global.comthefirstoptionthevisitorispresented,is“Showroom”to

guidethevisitortothedifferentnationalToyotasites.Justunderthisbuttonthevisitor

willfind“sustainability”wheretheconsumercanfindavastselectionofallToyota’s

initiativesregardingsustainability(SeeappendixE).Ifthevisitorisinfactapotential

buyerlookingforproductinformation,s/hewillbeguidedtothenationalwebsiteof

his/hercountry.Thenationalwebsitesaremoresalesorientedandpromotesalescontent

suchasprices,specificationsandotherproductattributes,valuepropositionsandof

coursethelegalrequirements(withinEU)astheenergylabellingandCO2-emissionrates.

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Theconsumerispresentedforsomedifferentfilteroptionssuchasprice,sizeetc.

Regardingsustainabilitytheonlyaspectsthepotentialbuyerisimmediatelypresentedare

thefilteroptions“CO2Emission(g/km)”and“Km/l”(Toyota2018a)andanemblem

informingonhybrid-availabilityonthedifferentmodels(SeeappendixF).Thiscanbe

arguedtobesurprisinglylittleinformationseeninrelationtowhateffortsToyotaare

puttingintheToyotaEnvironmentalChallenge2050.Thesellingpropositionsonthe

websiteseemsmostlyinfluencedbytraditionalvaluepropositionsregardingcarpurchase

suchaspracticaluse,economyoraesthetics.

InsearchofwhatToyotaisgivingpriorityregardingtheircommunicationtheirsocialmedia

platformshavebeeninvestigated.OnYoutube,theGlobal,EuropeanandDanishsitesofToyota

donothaveexactlythesamefocus,butregardingsustainabilitytheonlyfocusoneachofthem

issomepromotionalvideosregardingtheirhybrid-solutions,butthesearemostlypresented

asvaluepropositionsasatoolofsavingcostonfuel(ToyotaMotorCorporation2018i)

(ToyotaMotorCorporation2018f)(ToyotaMotorCorporation2018c).Thesamegoesforthe

company’sdifferentFacebooksites.Thesearefilledwithalotofdifferentcontentsuchas

promotion,eventsandimage/brandingactivitiesrelatedtotheirpartnershipwiththe

Olympics.(ToyotaMotorCorporation2018g)(ToyotaMotorCorporation2018d)(Toyota

MotorCorporation2018a).ThesamegoesforthethreeToyotaInstagrampagesToyotaglobal,

Toyota.europeandToyotadk(ToyotaMotorCorporation2018h;ToyotaMotorCorporation

2018e;ToyotaMotorCorporation2018b).

Sub-conclusion

OnonehandToyotahasmanagedtoturnathreatintoanopportunity,whenlookingatthe

caseinaSWOT-pointofview,regardingdepletingoilresources,increasingpricesonsaidand

badpublicityregardingnegativeenvironmentalimpact.AtthesametimeToyotahasengaged

inambitioussustainabilitydevelopmentactivitiesbytheirEnvironmentalChallengesandhave

committedthecompanyevenmoretothecausebystatingthesechallengespublicly.Thissaid,

itseemslikeToyotaisnotusingallthesedifferentgreeninitiativesandsustainable

developmentinthegeneralsellingandbrandingactivities.Theinformationregardingthe

challengesisnowayhidden,butitisargueditismainlypresentedforthoseofinterestorwho

arelookingspecificallyforthecompany’sgreenprofile–e.g.theAnarchistorsome

EnvironmentalHeroes.Ontheotherhand,whatitisbasicallyallaboutistheenvironmentand

asustainabledevelopment,whicharenotmakingsmallerimpactsbynotbeingadvertisedon

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Facebook.ByremovingallCO2emissionfromcarsandproduction,Toyotawillremovethis

emissions,evenfromconsumerswhodonotdirectlywantstoengageinenvironmentally

friendlyconsumption.Eventhoughthisisagoodthing,itishardtobelievethatToyotacould

notbenefitevenmorefromtheirsustainabledevelopmentbothinrelationtobrandandimage,

butpossiblyregardingsalesactivitiesaswell.

Conclusion

Firstly,itisfairtoconcludethatsustainableconsumerism,developmentandgreenpractices

areverycomprehensivetopics,andareasofacademicinterest.Intheperspectiveofutilizing

thesedimensionsincommercialactivities,severalareasandtopicshavebeenuncoveredas

essentialinestablishingthenecessaryunderstandingonthetopics.Thesedifferent

dimensionsarefoundtoberestingonthreemainpillars:Theconsumer,thesocietyand

whatweliketocallthecorporatepointofview.

Firstofallitisimportanttorealizehowcomplexthesetopicsareandtounderstandhow

consumersengagethem.Differentpersonalitytypeshaveahugeimpactonhowconsumers

areengaginginmoreorlesssustainablebehaviourandconsumption.Itisofnoquestion

thatourcreationofidentityandevolutionaryqualifiedinstinctsplaysomeroleinhowour

behaviourandconsumptionexpressitselfeventhoughourlargestenvironmentalimpacts

comesfrominconspicuousconsumption.Moreover,itisimportanttounderstand,thatnot

onlyinterestinthesubjectplaysaroleregardingtheconsumer’scommitment,butalsoa

factorasintellectskillsetmightbeasimportant,duetotoday’sinformationalcomplexities.

Itisherebyestablishedthatasolidunderstandingontheconsumersuchasmotivations,is

crucialtocarryoutavalidandusefulsegmentation.Anothercrucialthingtounderstand

whentryingtoutilizesustainableconsumptioncommerciallyisthatmanyconsumersmight

needhelpintakingtherightchoices.Helpthatcanbegainedfromsociallearningand

education,aswellasinformativelabellingschemes.

Oursocietyisgraduallyrealizingthedifficultchallengeswearefacingregarding

environmentalchangesandsustainablefoodproduction,andtheconsumersinourpartof

theworldisincreasingpositiveattitudestowardsgreenandsustainableproductattributes,

aswellofmoreinformationonthetopic.

Eventhoughitisconcludedthatthefoodproduction,andtransportationsectorsaremajor

sinners,itisalsoconcludedgreeninitiativesanddevelopmentarenotlimitedtospecific

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countries,sectorsorbrandswhichindicatesthatageneralchangeisoccurringandnew

discoursesareimplementedglobally.Buteventhoughsomeactorsareperformingfirst

moverinitiatives,institutionsandcountriesmustfacilitateregulationtoensureproper

development.

Tocompaniesthatwanttosupport,orevengobeyondthegreenregulations,green

marketingseemstobebeneficial.Itbalancestheinterestofagoodproduct,servinganeed

withtheideasofprocurementwithleastnegativeimpactontheenvironment.Thisthinking

embracesbothresponsiblebehaviourandthefactthatacompanyneedstodeliveragood

product,toearnmoney,andhopefullyinvestmoreinresponsibleoperations.Besideof

managingsustainableprocurement,evenmoreemphasisshouldbeputonfundamental

elementsofmarketingactivitiessuchassegmentation,productdevelopment,positioning,

pricingetc.onlybygainingsuccesswithinthesefields,thecompanywillgainsustainable

successwithinenvironmentalresponsibility.

Itisfairtostatethatthetwocasecompanies,NestléandToyotahavebothimplemented

theirgreenmarketingandsustainabilityactionswithintheircorevaluesandactivities.Both

companiesareatthesametimeadaptingtorespondtobothpresentandfutureneedsand

threats.Bothcompaniesareperforminggreendevelopmentbothtocollectivegoodofthe

world,butatthesametimesecuringthefutureoperationofthecompaniesinregardof

ensuringfutureresourcesandcroplandandavoidingbadpublicityandpotentiallegal

proceedings.

ItisfairtosaythatneitherNestlénorToyotaareutilizingtheirresponsiblebehaviouras

muchastheycoulddo,butdespiteofthisfact,theacademicevidencearguesthat

informationandeducationtowardstheconsumersiscrucialtogreendevelopment.Hereby

itisconcludedthatinformationalcomplexitiesshouldberemovedandavoidedbut

companiesshouldatthesametimeprioritizefundamentalmarketingactivitiestoensure

solidandsustainableoperationandherebyensuringthefoundationofsustainable

development.

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Discussion

Itseemsrelevant,accordingtotheproblemformulation,toshedlightonthefindingsofthis

paper,anddiscusstheresults.AsarguedinthesectionsregardingTheCorporatepointof

view,companiescanutilizetheirsustainableefforttoincreasegrowth,opennewmarketsor

asastrategictooltoenhancetheirbranddependingonhowtheyaccessthesustainable

challengesoftoday’sworld.SomeindustriesareaccordingtothestatisticsfromFAO(seeA

growingdemandforfoodandthesustainablechallenge),lesssustainablethanothers.This

naturallyputsthebig“sinners”inaspotlightofcritiqueandbadpublicity.Toyota,who

operatesasacarmanufacturer,isconstantlyexposedtoscandalandlikewisebadpublicity,

asseenwithVolkswagen.In2015thepresscouldrevealthatVolkswagensystematically

havebeencommittingfraud.Thecompanyhadplacedsoftwareinthevehiclestomanipulate

indicatorsofgreenhousegasemissions,tobefarbetterthattheywere.Thisaffected

Volkswagenandtheirbrand,whichwasmetwithcritiquefrompublicinstitutionsand

nationsfromallovertheworld.TothesizeofToyota,andtheindustrytheyoperatewithin,

theyarejustasVolkswagen,exposedtoanaturalthreat.Thisisofcoursebesidesthe

environmentalimpactofproductionandmanufacturingactivities.Thebigquestionisnow

whyToyotadonotutilizetheirsustainableeffortsandpromoteitmore,alongwiththe

existingmarketingandcommunication?Lookingattheirassessmentofsustainability,and

theassumedresourcesallocatedtothis,theyseemrelativelypassiveregardinghowthey

communicatethis.

Astotheothercasestudy,Nestlé,thetendenciesarethesame.Despitebiginvestmentsin

sustainableactivitiesandcontinuousnewinitiativestoimprovesustainableperformanceof

thecompany,littlesignsofusageshowintheirmarketingacrossdifferentchannels.There

couldbenumerousexplanationsonthis,andthisasaresearchtopiccouldbeinterestingto

investigateinafuturecase.

Itispossiblethatthetwocompaniesareafraidtogoall”green”,potentiallyscaring

consumerswhodiscardsustainabilityoff.Thiscouldbeconsumerscharacterizedinthe

sectionWhoistheGreenConsumerastheAntihero.Thistypeofconsumerdirectlyopposes

ecologicalconsumption,anddiscardsenvironmentalorientedproducts.Thispersonaisof

theconvictionthathisorherseffortshasnoeffectontheenvironmentandtherefordeclines

andrefusestopayforproductsthathavewithstrongsustainableattributes.Thesame

theorycanbeexplainedinthecaseofNestlé.Asmentionedintheconclusion,both

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companieshaveinformationrichwebsites,withdetailedandelaboratinginformationand

reportingoftheirsustainableactivities.

Thiscanbeinterpretindifferentways,buttheonethatseemsmostobvioustous,as

researchersisthatthesecompaniesareworkingwithsustainabledevelopmenttominimize

threats.Thisisanassumption,aqualifiedreasoningofwhythesetwobigmultinational

companieswithstrongfinancialpositionsdonotgo“all-in”onthegreenconsumerwave.By

doingthisthey“secure”businessinafutureaspectand,ofcourse,dotherightthing.In

termsofsustainabledevelopment,bothcompaniesperformgood,comparedtootheractors

intheirgivenindustry,butlookingahead,minimizingtheimpactonourenvironmentmight

beagoodinvestment.Bydoingthis,brandsofthissize,becomemoretransparent,which

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AppendicesAppendixA

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AppendixB

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AppendixC

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AppendixD

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AppendixE

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AppendixF