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Seminar on
Green Consumerism at
IIPA , New Delhi
(19 June, 2012)
A Seminar on Green Consumerism was organized by the Centre for
Consumer Studies at Indian Institute of Public Administration, on 19 June,
2012 at IIPA, New Delhi. The Department of Consumer Affairs, GoI sponsored
the Seminar. 40 delegates attended the seminar which included
academicians, members of NGOs and students. The Seminar was an attempt
to discuss the need to promote green Consumerism and also evolve
strategies for sustainable consumption. The main objective of the Seminar
was to discuss and deliberate on various issues related to nuances in Green
Consumption leading to sustainable development. Consumer behavior is one
of the major contributors to the earth’s environmental problems, since the
goods and services purchased every day in the developed world can be linked
directly to chemical pollution, waste production and habitat destruction. The
objectives of the seminar aimed to understand the impact of unsustainable
consumption on environment and natural resources, comprehension and
appreciation of the concept of green consumerism, understanding the
attitudes driving and inhibiting the ethical consumerism, improving marketing
by making intelligent and environment friendly choices about products and
services.
The Seminar commenced with a
Welcome Address by Dr. Shyamli
Singh, Assistant Professor, IIPA. She
welcomed the guest of honour Prof. C.
K Varshney, Former Dean and
Professor of Ecology, School of
Environmental Studies, Jawaharlal
Nehru University, New Delhi, who had Welcome Address by Dr. Shyamli Singh,
Asstt Professor, IIPA
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kindly consented to inaugurate the seminar and the distinguished dignitaries
and delegates. She highlighted the aim, objectives and activities undertaken
by the Centre for Consumer Studies.
Dr. Sapna Chadah, Assistant
Professor, IIPA briefed the
participants about the seminar. She
stated that economic growth has lifted
billions of people out of poverty and
has raised the income levels of
millions more, but the growth too often
comes at the expense of the
environment. Green Consumerism
has customarily been conceptualised as a personal ethical orientation. Today
the gap between what we need to do, to arrest the environmental deterioration
of the planet and what we are doing continues to widen. In such a scenario
sustained growth is necessary to achieve the urgent development needs of
the world’s poor and there is substantial scope for growing cleaner without
growing slower. Green growth is necessary, efficient, and affordable. The
main feature of lifestyle strategy in general, and green consumerism in
particular, is that it focuses on what the individual could do to protect the
environment. The consumer should switch over to products that are
biodegradable, durable and recyclable, in accord with the ‘green’ consumption
principles of reduction, reuse, and recycle.
Prof. C.K Varshney, Former
Dean, School of Environmental
Studies, Jawaharlal Nehru
University in his Inaugural Address
emphasised that green economy
and green consumerism are nothing
but a subset of the green economy.
Dr. Sapna Chadah, Asstt. Professor, IIPA briefing about the seminar
Prof. C.K Varshney, Former Dean, School of Environmental Studies, JNU delivering
the Inaugural Address
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The evolution of green consumerism has two vital reasons- the actions on the
part of all the stakeholders including the consumers are affecting the
environment adversely but these have not been able to persuade the
government to take action. Governments, both of developed as well as
developing countries are slow to act and the issues which were identified and
debated over way back in 1974 are still the same, though their intensity has
grown. Now it is for the consumers to take stalk of the situation and impose
appropriate control on their buying and using behaviour. He highlighted the
way in which the consumers can adopt green consumerism as their way of
life. He said that green consumerism is the situation in which consumers want
to buy things that have a life cycle which have minimum adverse effect on the
environment and in a way protects the natural environment.
Green Lifestyle is all about reduction, reuse, and recycle. Habits like
reusing and recycling product, walking, bicycle riding, using public transport,
keeping thermostats low, and not-a-lot-of-meat eating that are part of life in
many developing countries as a matter of economic necessity, if adopted
world over can definitely contribute a lot to the environment protection. He
listed that according to India Data Monitor’s latest survey titled 'Green
Consumers in India’ the Indian consumer is increasingly getting conscious
about using environment friendly products. According to the survey, making
green choices is a high priority for around 60 percent of Indian consumers.
And 95 percent of consumers who make green choices claim to do so to
protect the environment. The number of consumers willing to switch to using
green products and services is increasing and will continue to increase over
the coming years. He quoted certain examples from day to day life to bring
more meaning to all the statistics. Some of the examples quoted by him were
use of CFL–Energy Efficient Bulb, Star rating consumer durables, eco-labelled
products etc. The demand for energy-saving compact fluorescent lamps or
CFLs has grown 40-50% over the past three years. It has been seen in the
past years that the technology has now shifted to LED Bulbs. The major
benefits of the LED lighting are they are long-lasting as have a life up to 10
times more than the usual bulb, cost effective, durable, mercury free.
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He however, said that for the consumer to adopt green consumerism
information must be provided to him and awareness must be generated about
green products. Then it should be left to his ethics to guide him what to buy
and what not. Green consumerism has great power and it is with those who
are using the product. We have to choose products which are environmentally
benign and do not interfere with the services you want to use. However, the
problem is that the consumer should be ready to shell out some more which
the consumer will be more than happy to pay in light of benefits for the
environment and family.
The seminar was divided into three technical sessions on Impact of
Unsustainable Consumerism on Environmental Resources; Green Marketing-
A Fillip to Green Consumerism; and Brand Green: Mainstream or Myth.
In the Technical Session I on
“Impact of Unsustainable
Consumerism on Environmental
Resources” there were presentations
by Dr. Prem Dureja, Consultant
TERI and Mr. Pravin Malick,
Environment Manager for South Asia
Markets at Tetra Pak. Dr. Dureja laid
stress on Impact of Unsustainable
Participants of the Seminar
Dr. Prem Dureja, Consultant TERI speaking on “Impact of Unsustainable Consumerism on
Environmental Resources”
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Consumerism on Environmental Resources. She through her presentation laid
emphasis that we can tread on the path towards sustainability keeping
posterity in mind only if we conserve our resources and use them judiciously.
She said that consumption is increasing dramatically; consumerism has
become social and economic desire as the people who have more money
have more desire to consume. Unsustainable consumption is a situation
where resource-use has outpaced the sustainable capacity of the ecosystem.
At present, the rate of consumption is increasing at an alarming rate, that is,
today people often wish to increase their buying and spending power and buy
more products so they can keep pace with others. Because of this huge,
continuously increasing consumer demand, the planet itself has been out of
balance for many years, and this imbalance is now showing itself in form of
climate change. Climate change and its resulting effect will continue to worsen
and is the first sign of what is expected to become an environmental
disaster around the year 2025. If we continue with the present speed of
consumption four earths will be required by 2100. The excessive demand for
consumer products has created most of the current environmental imbalances
and these imbalances have already caused ecological disaster in different
places all over the world. Our consumption of food can also effect the
environment because of the amount of land needed to produce food and the
water required to farm livestock and crops. She also highlighted some of the
adverse environmental impacts of unsustainable consumption and problems
arising because of that. She concluded by saying that pollution is a serious
problem today due to the huge consumer demand. Environmental degradation
and pollution are the two main effects of consumerism on the environment.
Our high rate of consumption and the rapid growth in production of goods and
materialism is resulting in environmental devastation. It is important that the
planet’s worsening environmental crisis is taken seriously and action is taken
to make adequate changes and special attention should be paid to the
demand for natural resources generated by unsustainable consumption and
making the required lifestyle change to reduce the global pollution.
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The next presentation was by Mr. Pravin Malick, Environment Manager
for South Asia markets at Tetra Pak. He laid stress on the association of the
NGOs and corporate in the areas of corporate social responsibility and
business sustainability. He through the interactive session with the
participants focused on the initiatives of Tetra Pak. He also screened a short
movie emphasizing on the recycling mission taken up by Tetra Pak in
collaboration with TERI. It was based on a project called Sphere, being
undertaken by Tetra Pak and TERI, wherein sensitization activities are being
undertaken in all major schools by creating collection centers and actual
recycling centers.
Mr. Malick said that there is
drastic difference between the
level of consumption between the
developed and developing
countries. Plastic is a great
product. Complete ban and no
use of the plastic are not possible
but unabated growth in its usage
has to be controlled. There has to
balance in the use of plastic and
sustainability has to be brought in. Tetra Pak takes a life cycle approach-
develop sustainable products, reduce environmental footprint across the value
chain; and increase recycling. At Tetra Pak 3½ million packages were sold
last year in India. The aim is to become 100% renewable by 2020 and also
decreasing the carbon foot prints by 40%. By weight 75% of the carton is
made of paper. Balance 20% is polyethylene which is recyclable, 5% is
aluminium which is also recyclable. Further new designs are being introduced
which to further enhance the recyclability of the product. Tetra Pak is also
trying to converting process and factory design to less energy consumption
and waste producing model to reduce impact. In 2011 green plastic was
launched made of sugarcane/ molasses for customer in Brazil. Tetra Pak is
founder member of FAC. The end part of the life cycle is recycling. The
Mr. Pravin Malick, Environment Manager for South Asia Markets at Tetra Pak making his
presentation
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government is also putting a lot of pressure under the Plastic Waste Rules,
2011. In India recycling rate was 14 percent whereas target was 12%. He
highlighted the steps taken by the company in recycling of the products. He
also highlighted the initiatives taken by the company in environment
education. He said that Tetra Pak in partnership with TERI is reaching out to
170,000 students in 170 schools across 7 cities and sensitizing them to ‘act’.
They are also involving the rag-pickers, NGOs and the civil society
organisation in their initiatives.
In Technical Session II on “Green Marketing- A Fillip to Green
Consumerism” there were two presentations wherein some of the challenges
faced by green consumerism and measures to deal with same were
discussed.
Dr. Anil Kumar Director,
Department of Environment,
Government of NCT of Delhi
spelled out the initiatives taken by
Delhi Government to give impetus
to sustainable consumption. He
spoke about the whole hearted
efforts taken up by Delhi
government. He stated that Delhi is
a green capital and the state is
ready to take a plunge into any sort
of adversity and challenges caused to environment. He elaborated on the
eight different areas where the Delhi government is laying stress to make
Delhi a cleaner, greener and a better place to live. He highlighted some of the
initiatives of Delhi government in this direction.
He highlighted some of the challenges faced by green consumerism
that include: the Green products require renewable and recyclable material
which is costly; requires a technology which requires huge investment in R
&D; majority of the people are not aware of green products and their uses;
Dr. Anil Kumar Director, Department of Environment, Govt. of NCT of Delhi sharing
initiatives taken by Delhi Government towards sustainable consumption
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and most of them are not willing to pay a premium for green products. Some
of the successful examples of green marketing pointed by him included Digital
Tickets by Indian Railways; ban on polythene carry bags for free; Green IT
Project by State Bank of India; launch of environment friendly computer
peripherals and Lead Free Paints from Kansai Nerolac etc. He said at present
for a city like Delhi there is need for strategy which focuses on five priority
areas: Water Resource Management, Smart Low Carbon City, Low Carbon
Power Generation, Forests and Biomass, and Solid Waste Treatment.
Delhi Government has been promoting Green Consumerism through
Chief Minister’s Bhagidari Scheme and various other schemes like public
environmental awareness and Eco- Club in schools and collages of
Department of Environment, Govt. of NCT of Delhi. Under these schemes
Delhi government is having a network with RWAS involved in environment
protection. Government is creating awareness among the citizen of Delhi to
celebrate major festival such as Holi and Diwali in an eco-friendly manner. It is
also encouraging them to use Energy Star appliances that consume less
power, buying hybrid cars that emit less carbon dioxide, using solar and wind
power to generate electricity and buying locally grown vegetables and fruits.
Delhi is the first city in the world to become CNG transport. More than 15 year
old commercial vehicles are not allowed. Air ambience fund has been created
by levying a fee on the sale of diesel at the rate of Rs. 0.25 per litre which is
used for various environment friendly activities. To have a check Ambience Air
Quality Monitoring Stations have been established by DPCC. Diesel up to 50
PPM (ultra low sulphur diesel) has been made available in the City from April
2010.Thyagraja stadium is green stadium built on green building technologies.
Stadium has been constructed as per the green building concept with eco-
friendly materials. CFL has been made mandatory in government building and
now shifting to LED. Solar water heaters are being installed on buildings
which will help in energy preservation in the long run. He highlighted many
such steps taken by the government to promote sustainable consumption by
all stakeholders.
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Prof. C. R. Jagga, HoD and
Deputy Director at Bhagwan
Parshuram Institute of Technology
emphasized that globalization has
led to restricting the world. It goes
hand in hand with idea of
consumption. Consumer behavior is
one of the major contributors to the
earth’s environmental problems,
since the goods and services
purchased every day in the developed world can be linked directly to chemical
pollution, waste production and habitat destruction. Is there a way that
consumers can help the planet rather than hurt it? Green consumerism might
be a wave of future, but it will take an active and environmentally aware public
to drive change.
In about last 100 years we have generated enough carbon foot prints
leading to pollution, greenhouse gases and global warming resulting in climate
change. Without consumers there would be no business- nothing will be sold
in the world and thus nothing produced. However, overconsumption or
Consumerism causes the wasteful use of energy and material far above and
beyond that needed for everyday living at a comfortable level. Further
Happiness can't be purchased in the marketplace, no matter how much
advertising tries to convince you of it. Today’s consumption is undermining the
environmental resource base. The dynamics of the consumption-poverty-
inequality-environment nexus are accelerating. The real issue is not
consumption itself but its patterns and effects. To get away from this trap of
consumerism it is necessary to have fewer things means enjoying what you
have more and actually getting to use it, thereby raising its intrinsic value. It is
necessary that the consumers must inform themselves about major
environmental problems and then, by being cross-informed through product
labelling, they should only select environmentally benign products and green
life-styles to match their new consumption tastes. The consumer needs to ask
Prof. C. R. Jagga, HoD and Deputy Director at Bhagwan Parshuram Institute of Technology
making his presentation
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certain questions that occupy the minds to be ethical consumers in the 21st
century.
In the last technical session
on Brand Green: Mainstream or
Myth Mr. Rajan Gandhi, CEO,
Society in Action Group, speaking
on “Green Branding – Sense or
Nonsense” said that Green
consumerism has customarily been
conceptualized as a personal
ethical orientation or as a set of
pro-environmental personal values
and attitudes that inform a
particular form of socially conscious or socially responsible decision-making.
The branding is introduced when there are multiple products from single
producer which have different “Character” and are meant to Appeal to
different segments of consumers. There is pricing differential and competitive
threats among different brands. Besides price, advertising/publicity, peer
pressure, producer’s reputation, etc. it is the brand image that affects the
decision making by a consumer. Green can be one of the reasons for
branding but it cannot be the sole criteria. When we talk about green branding
or environment friendly products, it is rare to find purely “Green” brand. The
“Green” is ill-defined and confusing and often based on self-assessment.
What exactly is meant by green? In claiming a product mostly the claimant is
judge as well. You have to assess a product to be green from cradle to grave
cycle – and to go further its design is also to be looked into. Green could be
contact specific –relating to geography and climate.
You cannot decide on your gut feeling whether the product is green or
not. A number of certification regarding green products based on third party
verification like Eco-labelling, Indian Eco-mark have not brought the desired
results. It is not true that green products are always more costly though
Mr. Rajan Gandhi, CEO, Society in Action Group, speaking on “Green Branding – Sense
or Nonsense”
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sometimes it may be true. Indian consumer is not always too sensitive
towards prices. If you make him internalize the cost, he is ready to buy green
products. That’s why the BEE labeling has been extremely successful as it is
heavily publicized, there are direct financial benefit and it has been made
mandatory for certain products.
He emphasized that for mainstreaming of the green products is
required. Green brands at present are a myth but they can be true. For that it
is necessary to educate the consumers, incentivize them, and choice editing
on ground of immediate or long term damage to the environment. As regards
the education is concerned it has to start by educating the young – inculcate
habit of ‘sustainable consumption’ in them. All the ministries are having money
which can be used to advertise and personalise green products. This green
consumption has to start at governmental level; so begin with public
procurement of green products instead of talking about merits.
Prof. Prodyut Bhattacharya
Dean, University School of
Environment Management, Guru
Gobind Singh Indraprastha
University, New Delhi speaking on
“Certification as a Market Tool”
emphasized on the sustainable
usage and consumption of natural
resources. He laid stress on
sustainable use by citing the
example of the people in north eastern region who manage their own natural
resources judiciously, and contribute in making Earth a habitable place to live.
He said that Green movement is a Western concept but Gandhian low
carbon lifestyle is an old concept which is still relevant for the world. The
demand of MAP is growing in national and international market.
Unsustainable collection of MAPs from wild areas causes serious depletion of
Prof. Prodyut Bhattacharya Dean, University School of Environment Management at GGSIPU
speaking on “Certification as a Market Tool”
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resources which ultimately affects the livelihood of forest based communities.
There is need to develop national level standards for wild collection of
medicinal plants as well as certification of the collected plant materials. The
market needs 3T as regards green products – technology, trust &
transparency. We need to ensure protection of critical ecosystems security as
well as sustaining the survival and livelihoods of those directly dependent on
biodiversity and bio-resources.
He talked about Forest Product Certification. He said that if the
products are to be environment friendly then we have to do a lot of work.
Certification is envisaged as a market-driven mechanism that promotes
sustainable forest management in three main ways- by establishing standards
for forest practices and management that guarantee a certain level of
management performance; by enhancing market opportunities for products
from sustainably managed forests; and by promoting public education about
improved forest management, for both producers and consumers. The
certification will lead to development of national standards for sustainable
collection and management of selected NTFPs and create awareness among
gatherers, foresters and other stakeholders about NTFP certification and its
implication on sustainable management of wild NTFPs.
Prof. V.K Sharma, Professor
of Disaster Management, IIPA in his
Valedictory Address laid stress on
the need of adopting sustainable
consumption and lifestyle by all. He
said that efforts are needed by one
and all to be a responsible and
ethical consumer. Today when we
have facing all sort of disasters and
calamities around the world, we
have started talking about climate
change and human impact on environment. To bring sustainability in resource
Prof. V.K Sharma, Professor of Disaster Management, IIPA delivering the Valedictory
Address
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use there is need for all of us to improve our consumption patterns, which is a
difficult task. Changing behaviours and in particular motivating more
sustainable behaviours, is far from straightforward. Population is increasing by
bacterial rate, affluence is increasing, and we lack green technology; all this is
contributing to unsustainable lifestyles. He said we are guided more by what
others around us say and do than our personal choice and needs.
Consumption is also implicated in processes of identity formation, social
distinction and identification. We are living in a consumer society with massive
expansion in the availability of consumer goods even in the developed
economies. Fundamental aspects of our cultural identity are different now
from what they were a hundred years back. Modern consumer society has its
own logic, dynamics, ethics, and its own myths. This perspective on the
centrality of consumption in modern society is obviously daunting.
For motivating sustainable consumer behavior, consumer awareness
and understanding of the impact of their choices needs to be raised.
Consumer must be provided information – knowledge about the whole
lifecycle of the product. This will automatically be followed by changes in
consumption choices. Behavioural changes so introduced must be maintained
as the world around is full of allurements. Consumer power must be
recognised and channelized in proper direction in order to progress towards
sustainable consumption and production. Ultimately choice should only be
between one sustainable product and another. Every one of us has to do little
bit to bring a change.
Dr. Sapna Chadah proposed the vote of thanks and wrapped up the
seminar.
(Sapna Chadah) (Shyamli Singh)
Course Coordinators