NCC

1
NCC

• Set up by government in 1975 to give an
  independent voice to UK consumers
• Special remit to focus on the needs of
  disadvantaged consumers
• Research, policy analysis publications
• Lobbying and campaigning

2
Sustainability

• To achieve a policy framework supportive of
  sustainable consumer choice, in line with the
  social, environmental and economic dimensions of
  sustainable development.
• Work programme 2004-5

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PrinciplesConsumer Sustainable Devt

• Access
• Fairness
• Choice
• Safety
• Information
• Redress
• Representation
• Healthy environment

• Social progress
• Environmental protection
• Maintain high and stable economic growth

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Importance of sustainable consumption

• Rise in consumer expenditure correlates with
  rising household environmental impacts
• Sustainability of products and services relies on
  consumer purchase and use

5
Aims of Green Choice What Choice? research

• Understand consumer perceptions around
  sustainable consumption
• Provide evidence to make a success of sustainable
  consumption policies

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The research

• Focus Groups (Mori)
• Perceptions of barriers
• Perceptions of responsibilities
• Motivations
• Survey of 2000 adults (RSGB)
• Environmental attitudes awareness

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Understanding inaction
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The focus groups

• 8 groups discussions of local area
• 4 locations deprived urban estate, coastal
  town, rural market town, metropolitan area
• Mix of life stage young adults parents
  drivers grandparents, workers
• Spread of social class - half from disadvantaged
  groups

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Localised?
Those in higher social brackets are less
localised Wider networks due to work travel
education
Those in lower social class brackets tend to be
much more localised Daily lives centre on
community and local area Things which impact
their local area and community are very important
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Social class and environmental impact

•   

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Barriers - Life priorities

• ..as soon as we go home were going to live a
  normal life
• Close to home
• Household budget
• Hand-to-mouth
• Time

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Barriers that can change?

• Habit
• Perception of cost
• Lack of awareness and information
• Lack of access to facilities
• Lack of trust

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Well I havent got 1000 for a washing machine.

• If a family has got a car theyre going to use
  it
• Its written in their jargon.. Who knows about
  that?
• Ive certainly got no faith..

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Responsibility dont see council workers taking
the bus..

• Power Government and industry can operate on a
  grander scale
• Mistrust on public spending and implementation
• Dialogue People dont want to be talked at

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Motivation

• All consumers want to see a tangible benefit
• High income more positive about financial
  deterrents
• Low income receptive to measures which improve
  quality of life

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Implications creating shared norms

• Minimise inconvenience
• Deliver tangible benefit
• Better implementation
• More choice
• Education and information
• Improving quality of life for disadvantaged
  consumers

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Future work Roundtable on sustainable
consumption 2004-2006

• NCC SDC
• Generate knowledge
• Build wide ownership of sustainable consumption
• Practical recommendations for the shift to
  sustainable consumption