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Abstract
Sustainable consumption is gaining in currency as a new environmental policy objective. This paper presents new research findings from a mixed-method empirical study of a local organic food network to interrogate the theories of both sustainable consumption and ecological citizenship. It describes a mainstream policy model of sustainable consumption, and contrasts this with an alternative model derived from green or ‘new economics’ theories. Then the role of localised, organic food networks is discussed to locate them within the alternative model. It then tests the hypothesis that ecological citizenship is a driving force for ‘alternative’ sustainable consumption, via expression through consumer behaviour such as purchasing local organic food. The empirical study found that both the organisation and their consumers were expressing ecological citizenship values in their activities in a number of clearly identifiable ways, and that the initiative was actively promoting the growth of ecological citizenship, as well as providing a meaningful social context for its expression. Furthermore, the initiative was able to overcome the structural limitations of mainstream sustainable consumption practices. Thus, the initiative was found to be a valuable tool for practising alternative sustainable consumption. The paper concludes with a discussion of how ecological citizenship may be a powerful motivating force for sustainable consumption behaviour, and the policy and research implications of this.
Abstract
Sustainable consumption is gaining currency as a new environmental policy objective, but there is a limit to the changes in consumption behaviour that individuals can make within current socio-economic frameworks. The 'new economics' literature argues that sustainable consumption is characterized by five factors: localization, reducing ecological footprints, community-building, collective action, and building new social institutions. These form a set of indicators for the evaluation of initiatives and policies. Community currencies have been put forward as a new tool to promote sustainable consumption, but until now there has been no appraisal of their ability to deliver this goal. Three different community currency types are described, and their effectiveness and potential in enabling more sustainable consumption patterns are assessed against this set of indicators. The currencies examined are: Local Exchange Trading Schemes (LETS), which aim to rebuild local economies through cashless exchange; Time Banks promoting volunteering, civic engagement and mutual self-help by rewarding unpaid work in the community; and the previously unresearched NU card, a 'green loyalty point' currency that incentivizes sustainable consumption. The findings of this preliminary analysis indicate that while they all represent nascent social institutions based on different sets of values to the mainstream, each model of community currency successfully achieves some, but not all, of the criteria for sustainable consumption. However, the currencies are complementary and between them each of the indicators is met. The policy and research implications of the study are discussed.
Postmodern explanations of consumer behaviour stress social and psychological factors to the neglect of explanations based on structural issues such as the working life conditions which favour a work-and-spend lifestyle, the conditions of urban living or the effects of pervasive marketing. This paper argues that consumers may not be so keen and willing but are rather locked-in by circumstances. Some of these circumstances are deliberately created by other interests, and a policy to limit consumption must look for adequate means over a large and varied field. In the end shorter working hours may be an important key to a more sustainable future.
abstract
This article reviews recent research into alternative systems of food provision. It considers, first, what the concept of`alternativeness' might mean, based on recent discussions in economic geography. Informed by this, it discusses food relocalization and the turn to `quality' food production, arguing that both are `weaker' alternative systems of food provision because of their emphasis on food. It then examines some `stronger' alternative systems of food provision, which emphasize the networks through which food passes. Lastly, the paper reflects on the concept of alternativeness in the context of food supply chains, and suggests some possible directions for future research.