1. Sustainable consumption policy – real life impact, ambition, and potential
Norma Schönherr, Öko-Institut e.V. Germany
Eva Heiskanen, Kristiina Aalto,
National Consumer Research Centre, Finland

2. Background
Sustainable consumption on the political agenda since Rio Earth Summit, 1992
yet rarely examined as a separate policy field with very specific ambitions and characteristics
that require an integrated policy response across several governmental scales
if the problems linked to (over) consumption and production are to be successfully tackled!

3. Agenda
Summary results of a three-year European research project, EUPOPP (
focus: food and housing
current consumption trends examined
comparative analysis of case studies: 10 cases selected for detailed analysis from an inventory of 40 SC policy instruments
developed scenarios for future impacts of integrated SC instrument bundles
This presentation:
factors of success and failure that explain limited success in promoting sustainable consumption so far
lessons for future policy design and implementation
opportunities and challenges for future SC policy

4. Conceptual framework of EUPOPP
Pathways for policy influence
Consumer behaviour
Framework conditions
Market
Social & physical environment
Sustainable consumption strategies
Output
Outcome
Impact
Sustainable consumption instruments & measures
Economic
Communicative
Procedural
Implementation
Regulatory
Sustainability impact
Environmental
Social
Systems of provision
Context factors

5. Detailed cases analysed
Housing
Outcome
Food

6. Success factors and barriers to effectiveness
A valid intervention logic
e.g. blind spots (-); targets, monitoring, control (+)
Accommodation of consumer needs and practices
consumer-friendly design, understanding of user practices
Targeting consumer behaviour & framework conditions
enabling systems of provision needed for changes in consumption
Stakeholder involvement
+/-, involvement in implementation often needed
Market context
prices, availability, transparency, trust
Policy interaction
synergetic/antagonistic with other policy fields
Other factors
communication, political support, resources for implementation

7. Impact assessment in EUPOPP
Based on most promising bundles of instruments
Using MFA to quantify effects
Sustainable housing in 2030
top-runner scheme for BAT appliances, optimising EPBD with ’scrapping’ requirement, individual heat metering, RES heating quotas, minimum energy performance standards for air conditioning, capacity building for building owners and users, energy/CO2 tax
Sustainable food in 2030
vegetarian day/week in public canteens, awareness-raising and social proof, tax on meat products, reducing food waste via extended best-before, tax exemption & public procurement for organic food, capacity building

8. Sustainable consumption scenarios - food
What difference can new policy instruments in the need area of food make for sustainable consumption in EU-27 by 2030?
Changing diet composition towards less meat and high-fat dairy could significantly reduce food related GHG emissions
Reducing food wastage holds the biggest GHG reduction potential – currently there are no instruments tackling this issue
Organic food is already on the rise - additional instruments may still be useful
4% (SC-1) / 16% (SC-2) emissions reduction

9. Sustainable consumption scenarios - housing
What difference can new policy instruments in the need area of housing make for sustainable consumption in EU27 by 2030?
Large GHG reductions could be achieved by making currently existing instruments more effective
Improving the rate of retrofits and mainstreaming green heating alternatives are key for sustainability
The available instrument pool is much larger than for food – policy learning and collaboration!
26% (SC1) and 28% (SC2) emissions reduction

10. Lessons for policy makers
Global resource pressures: current consumption patterns not affordable in the long term 
Enhancing existing instruments
Decision makers should not recoil from demanding instruments, ambitious targets – and enforcing them
Target consumers better by accommodating their needs & practices, capacities & personal life situations
Tap into the potential of creating immediate co-benefits, highlight progress and achievements
Improving collaboration and coordination
Positive messages rather than guilt
Coordinated action among policy, industry, civil society
Adjustment of notions concerning quality of life
Bundling and ensuring policy coherence
Sustainable consumption and sustainable production policies need to be more closely aligned
Away from an individual policy focus towards coherent policy mixes or bundles

11. Comments and further questions:
Thanks!
EUPOPP consortium:
Comments and further questions: