EPA-Studienkonferenz 2013: Critical consumption in European countries 1 11.12.2013 Critical (Ethical) consumption is defined as personal allocation of funds, including consumption and investment, where choice has been informed by particular issues be it human rights, social justice, the environment or animal welfare 1
Critical consumerism critical : choice choosing a product instead of another/ consuming that way or another will have positive influences (in the long run) 3 11.12.2013 Logic of critical consumerism Information education Political framework, decisions FAIR Nachfrage Angebot 2
history Vietnam War: which companies do not produce weapons 1969: CEP -Council on Economic Priorities 1986 first guide to critical consumption shopping for a better world (CEP) Since then critical consumerism spread out in Europe: in UK since 1992, in Germany 1995, France 1996, Italy 80s 5 11.12.2013 Actions pro or against Actions against (boycott) Actions pro Boycott often part of critical/ethical consumerism, e.g. no Coca-Cola but organic/regional beverages 6 11.12.2013 3
ENVIRONMENT Climate change, pollution, natural ressources, transport nuclear power Life style SUSTAINABILITY Organic, Fairtrade Values Responsibility Ethics Justice KONSUM-THEMEN Human rights, worker s rights ANIMALS Animal testing, factory farming Finance, ethos CSR Critical (ethical) consumption in Europe trends 4
Europeans environmental awareness 5
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Environmental awareness Germany (2010) Environmental protection is defined as top 2 political priority (35%) after economical development related to financial crisis +20% since 2010 High environmental awareness vs. Behaviour: discrepancy in daily life Environmental awareness Germany (2010) Progress in some areas: - 20 %: Ökostrom (2010: 8%) - 12% investment in renewable energies (+66%) - 9% compensation of CO2-emmissions (+66%) 7
Environmental awareness Germany (2010) Negative trends: - Willingness to buy energy efficient fridges etc.: from 65% to 52% -To save energy by switching of light etc: from 83% to 74% In daily life not always easy to implement environmental awareness Fair Trade in Europe Fair Trade in Europe: Krier-Study 2005 Umsatz in 25 Ländern: 660 Millionen Since then increasing figures in all countries Interesting result: No correlation between Fair Trade and GDP/capita or level of education, e.g. UK: rank 12 in GDP, but rank 3 in ethical consumption/capita Switzerland: 12.secondary education, 1.fair trade/ capita 8
Fairtrade 2011 in selected countries (comparison: 2010) 17 - Austria: 100.000.000 (+15%) - Belgium: 77.000.000 (+7%) - Finland: 102.673.112 (+10%) - France: 315.416.709 (+4%) - Germany: 400.544.747 (+18%) - Italy: 57.542.552 (+16%) - Spain: 20.026.046 (+39%) - Switzerland: 264.754.487 (+20%) Fair Trade general trends Fairtrade (Fairtrade label) is growing EFTA (European Fairtrade Asscociation) is becoming weaker since most of European ATOs face difficult times Supermarkets > price pressure Fair trade importers are too expensive for supermarkets Most European ATOs are thinking of quitting the label Fair trade movement ATOs labels: the example of Scandinavia shows: all three player are important 9
A closer look into some European countries Fair Trade Environmental awareness Focus, traditions, specialities initiaitves, examples United Kingdom: Fair Trade Fair Trade: Since 10 years great dynamic Begun in churches but soon supermarkets took over Colonial history > understanding Organic instead not important: a good feeling is enough 10
The view on the streets http://www.youtube.com/watch?v=vioxp5lgabm Ethical Consumerism Report (2010) 11
Ethical Consumerism report UK 2010 Ethical Consumerism report UK 2010 12
Ethical Consumerism report UK 2010 Ethical Consumerism report UK 2010 13
Ethical Consumerism report UK 2010 UK: initiatives ECRA www.ethicalconsumer.org 14
UK: Boycotts UK: initiatives 15
UK: campaings www.traidcraft.co.uk/get_involved/campaign/why_campaign Switzerland Long time Europeans leading country fairtrade/capita Soon the two big supermarkets coop and Migros (85% market share) decided for fairtrade: direct way to the consumer Satisfaction > stagnation limits reached Attempts with new products: flowers EFTA-member: www.claro.ch 16