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Aktuelle Diskussionen im Kontext des nachhaltigen Konsums sind ohne den LOHAS (Lifestyle of Health and Sustainability) als neuartige Zielgruppe kaum noch denkbar. Auch wenn der LOHAS die zentralen Anforderungen an das Lebensstilkonzept erfüllt, so lassen sich die abgeleiteten Implikationen nur schwierig in ein operativ erfolgreiches Nachhaltigkeitsmarketing übertragen. Die Verortung des LOHAS innerhalb der Sinus-Milieus kann die Unschärfe dieses Ansatzes reduzieren und so zusätzlich Informationen für das Marketing bereitstellen.
Die vorliegende Arbeit fokussiert auf den fairen Konsum als Teil des ethischen Konsums. Unter fairem Konsum verstehen wir Kaufentscheidungen, die unter Berücksichtigung der Einhaltung fairer Arbeits- und Geschäftsbedingungen bei der Herstellung von Produkten erfolgen. Unter Einsatz einer neu entwickelten Skala zur Messung des fairen Konsumbewusstseins können wir empirisch nachweisen, dass Produkte mit einem Fairtrade-Siegel Konsumenten einen moralischen Zusatznutzen vermitteln können, für den sie bereit sind, einen Mehrpreis zu zahlen.
Consciousness for fair consumption : conceptualization, scale development and empirical validation
(2013)
Sustainable consumption means that consumers act in an environmentally and socially responsible manner. Compared with the vast amount of studies concerning environmentally conscious consumer behaviour, relatively little is known about socially conscious consumption. The present paper focuses on fair consumption as an important aspect of social consumption. In our study, consciousness for fair consumption (CFC) is defined as a latent disposition of consumers to prefer products that are produced and traded in compliance with fair labour and business practices. A scale to measure CFC was conceptualized and tested in three independent empirical studies. Two studies were conducted at European universities (2010 and 2012) and used 352 and 362 undergraduate business students respectively. The third study, conducted in 2011, used 141 employees at a European university. The results confirmed the reliability and validity of the new CFC scale across samples. While being moderately related to other aspects of sustainable consumption such as ecological concern and moral reasoning, CFC was significantly distinct from those concepts. Most importantly, it was established that the CFC, as measured by the new CFC scale, is a strong determinant of consumption of fair trade products that has been neglected in existing research.
The “triple bottom line” concept (planet, people, and profit) represents an important guideline for the sustainable, hence future-oriented, development of societies and for the behaviors of all societal members. For institutions promoting societal change, as well as for companies being confronted with growing expectations regarding compelling contributions to sustainable changes, it is of great importance to know if, and to what extent, consumers have already internalized the idea of sustainability. Against the background of existing research gaps regarding a comprehensive measurement of the consciousness for sustainable consumption (CSC), the authors present the result of a scale development. Consciousness was operationalized by weighting personal beliefs with the importance attached by consumers to sustainability dimensions. Four separate tests of the CSC scale indicated an appropriate psychometric quality of the scale and provided support for this new measurement approach that incorporates the environmental, social and economic dimensions of sustainability.
This article introduces the concept of sustainability-rooted anticonsumption (SRAC), which refers to consumers' anticonsumption practices of voluntary simplicity in living and, on a smaller level, collaborative consumption and boycotting with the goal of supporting sustainable economic development. The SRAC measurement approach is validated based on three empirical studies. Results of a representative German sample (Study 2) reveal that SRAC is predominantly negatively linked to consumer overconsumption dispositions. Exemplary, voluntary simplification and boycott intention may result in declining levels of indebtedness. Study 3 shows that psychosocial well-being is positively related to SRAC and overconsumption. However, a simplified lifestyle and a greater willingness to boycott are not necessarily associated with psychosocial well-being. This article provides insights for practitioners and policymakers to leverage existing SRAC values via “new” business models (sharing offers) or to influence the existing level of consciousness to effectively pave the way for solid progress in the sustainability movement.
Ende Juli 2011 jubelt die europäische Presse: Endlich gebe es die nötige Solidarität in der Euro-Zone. Die Angriffe der Rating-Agenturen könnten abgewehrt, die Interessen der Finanzmärkte befriedet werden. Was aber heißt Solidarität hier und heute? Wie ist sie in der Europäischen Union verankert, formal, rechtlich und politisch? Mit was für einer Krise haben wir es überhaupt zu tun? Was verbindet die eingeforderte Solidarität mit der Demokratie? Und welche Rolle spielt Deutschland in dieser Krise? Antworten auf diese Fragen bietet der Text von Heinz Kleger.
Purpose
This chapter is aimed at contributing to the question of how institutional reforms affect multi-level governance (MLG) capacities and thus the performance of public task fulfillment with a particular focus on the local level of government in England, France, and Germany.
Methodology/approach
Drawing on concepts of institutional evaluation, we analytically distinguish six dimensions of impact assessment: vertical coordination; horizontal coordination; efficiency/savings; effectiveness/quality; political accountability/democratic control; equity of service standards. Methodologically, we rely on document analysis and expert judgments that could be gleaned from case studies in the three countries and a comprehensive evaluation of the available secondary data in the respective national and local contexts.
Findings
Institutional reforms in the intergovernmental setting have exerted a significant influence on task fulfillment and the performance of service delivery. Irrespective of whether MLG practice corresponds to type I or type II, task devolution (decentralization/de-concentration) furthers the interlocal variation and makes the equity of service delivery shrink. There is a general tendency of improved horizontal/MLG type I coordination capacities, especially after political decentralization, less in the case of administrative decentralization. However, decentralization often entails considerable additional costs which sometimes overload local governments.
Research implications
The distinction between multi-purpose territorial organization/MLG I and single-purpose functional organization/MLG II provides a suitable analytical frame for institutional evaluation and impact assessment of reforms in the intergovernmental setting. Furthermore, comparative research into the relationship between MLG and institutional reforms is needed to reveal the explanatory power of intervening factors, such as the local budgetary and staff situation, local policy preferences, and political interests in conjunction with the salience of the transferred tasks.
Practical implications
The findings provide evidence on the causal relationship between specific types of (vertical) institutional reforms, performance, and task-related characteristics. Policy-makers and government actors may use this information when drafting institutional reform programs and determining the allocation of public tasks in the intergovernmental setting.
Social implications
In general, the euphoric expectations placed upon decentralization strategies in modern societies cannot straightforwardly be justified. Our findings show that any type of task transfer to lower levels of government exacerbates existing disparities or creates new ones. However, the integration of tasks within multi-functional, politically accountable local governments may help to improve MLG type I coordination in favor of local communities and territorially based societal actors, while the opposite may be said with regard to de-concentration and the strengthening of MLG type II coordination.
Originality/value
The chapter addresses a missing linkage in the existing MLG literature which has hitherto predominantly been focused on the political decision-making and on the implementation of reforms in the intergovernmental settings of European countries, whereas the impact of such reforms and of their consequences for MLG has remained largely ignored.