Communication matters

Abstract

Communication is key to change consumption behaviour. Consumers\u92 information activities are mainly applied to influence the private consumption at an individual level. Empowerment at the individual level can be achieved through the provision of possibilities for acquiring a sense of competence and self-determination. Moreover, by convincing consumers to make specific changes in their lifestyle, people should be trusted to be able to infer the appropriate behaviour change. In this respect important measures are information about the impact of the current lifestyle and activating instruments that offer the freedom of choice. Behaviour is a complex combination of emotions, habits and normative factors, thus the change of these components is a challenge. Success of interventions to change people\u92s everyday behaviour or lifestyle will depend on measures that address and stabilize individual habits. Stand alone advice programs might successfully change everyday actions that are weakly or not habitual while strongly habitual actions require disrupting present routines and establish new ones. One major strategy is the provision of feedback systems, i.e. providing consumer with frequent informative evidence on energy consumption, CO2 reduction and associated costs. However, longevity of behavioural change from feedback needs to be taken into consideration, as often once the feedback is removed households tend to reverse back to their old behaviours. In this concern, the workshop will discuss the social dimension and new instruments to support the collective progress and to contribute the mainstreaming sustainable consumption patterns by building communities, e.g. around information campaigns or website platforms