🧍♀️ Who Is Responsible for Sustainable Consumption?
Consumers
● Often blame marketing, corporations, or government
● Fail to link:
○ Personal consumption ↔ environmental damage
○ Personal consumption ↔ ethics/social justice
● Lack of personal responsibility → limits change
🏢 Corporate Responsibility
Brand Image
● Companies care about reputation
● Must respond to criticism about:
○ Labor practices
○ Animal treatment
○ Food production
○ Sourcing materials
● Question: real change or just marketing?
🌍 Globalization & Supply Chain Responsibility
Supply Chain as Advantage
● Manage supply chain efficiently → lower cost, higher sustainability
● Global sourcing decisions affect:
, ○ Social justice
○ Environmental sustainability
Challenges
● Hard to monitor all suppliers (many countries involved)
● Certification inconsistency
● Country of origin often unclear → consumer assumptions may be wrong
🤝 Corporate Social Responsibility (CSR)
CSR Practices
● Push suppliers to follow ethical standards
● Use certifications (Organic, Fair Trade, Kimberley Process)
● Communicate CSR efforts to consumers
○ Builds brand image → higher sales/profits
● But do consumers really care or respond?
🏷️ Communicating Responsibility & Labels
Sustainability Labels
● Complex: carbon footprint, energy/resource use, producer payments, recyclability
● Consumers may not understand or check labels
● Greenwashing = using “eco” marketing without real action
● Simple labels are difficult to create
, 1️⃣ Factors Shaping Consumer Activity
● Income → purchasing power, price sensitivity.
● Age → life stage, needs, mobility.
● Family structure → household size, spending priorities.
● Lifestyle → habits, culture, identity.
2️⃣ Shopping Motivation
Hedonic (Pleasure-Based)
● Desire, luxury, enjoyment.
● Higher prices, lower price sensitivity.
● Bought less frequently.
Utilitarian (Necessity-Based)
● Practical or required items.
● Lower price points, high price sensitivity.
Perception of the Product
● Need vs want.
● Willingness to pay.
● Impulse & pleasure influence.
3️⃣ Demand Curve
Consumers
● Often blame marketing, corporations, or government
● Fail to link:
○ Personal consumption ↔ environmental damage
○ Personal consumption ↔ ethics/social justice
● Lack of personal responsibility → limits change
🏢 Corporate Responsibility
Brand Image
● Companies care about reputation
● Must respond to criticism about:
○ Labor practices
○ Animal treatment
○ Food production
○ Sourcing materials
● Question: real change or just marketing?
🌍 Globalization & Supply Chain Responsibility
Supply Chain as Advantage
● Manage supply chain efficiently → lower cost, higher sustainability
● Global sourcing decisions affect:
, ○ Social justice
○ Environmental sustainability
Challenges
● Hard to monitor all suppliers (many countries involved)
● Certification inconsistency
● Country of origin often unclear → consumer assumptions may be wrong
🤝 Corporate Social Responsibility (CSR)
CSR Practices
● Push suppliers to follow ethical standards
● Use certifications (Organic, Fair Trade, Kimberley Process)
● Communicate CSR efforts to consumers
○ Builds brand image → higher sales/profits
● But do consumers really care or respond?
🏷️ Communicating Responsibility & Labels
Sustainability Labels
● Complex: carbon footprint, energy/resource use, producer payments, recyclability
● Consumers may not understand or check labels
● Greenwashing = using “eco” marketing without real action
● Simple labels are difficult to create
, 1️⃣ Factors Shaping Consumer Activity
● Income → purchasing power, price sensitivity.
● Age → life stage, needs, mobility.
● Family structure → household size, spending priorities.
● Lifestyle → habits, culture, identity.
2️⃣ Shopping Motivation
Hedonic (Pleasure-Based)
● Desire, luxury, enjoyment.
● Higher prices, lower price sensitivity.
● Bought less frequently.
Utilitarian (Necessity-Based)
● Practical or required items.
● Lower price points, high price sensitivity.
Perception of the Product
● Need vs want.
● Willingness to pay.
● Impulse & pleasure influence.
3️⃣ Demand Curve
