This project has received funding from the European Union's Seventh Framework Programme for research, technological development and demonstration under grant agreement no 613194

EU-InnovatE: Sustainable Lifestyles & Green Economy in Europe to 2050

WEBINAR ‘STATUS QUO ANALYSIS OF SUSTAINABLE LIVE-STYLES IN EUROPE’ by Andre Habisch, John Togersen & Rene Schmidpeter

[Tuesday, September 20th 2016]

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Agenda

15:00 Webinar opens

15:05 Introduction & contextSimon Pickard, Director General, ABIS

15:10 Presentation of emerging evidence & findingsAndre Habisch – John Thøgersen – René

SchmidpeterKatholische Universität Eichstätt-IngolstadtAarhus University, DenmarkCologne Business School (CBS)

15:35 Questions and comments

15:55 Summary & forthcoming events

16:00 Webinar closes

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Sustainable Lifestyles at EU Level

Strategic policy objectives:

1. Promoting smart, sustainable and inclusive growth in the single market

2. Managing an ageing population while reducing current levels of energy, transport and resource use

3. Rethinking consumption / production systems as part of a transition to low-carbon economy by 2050

Ref: SPREAD 2050 (www.sustainable-lifestyles.eu)

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EU Policy Research Questions

i. Links between economic, ecological, human and technological systems and their influence on consumers' values and behaviour

ii. Short and long-term obstacles and opportunities associated with the transition to European sustainable lifestyles and green economy

iii. New ways and new business models to manage natural resources while reducing consumption and improving quality of life

iv. Prospects for sustainable lifestyles and the green economy (i.e. trends up to 2050)

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EU-InnovatE Consortium

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Key Idea

„ ... investigatethe creative, innovative and entrepreneurial roles of usersin developing novel sustainable products, services and systems (Sustainable Lifestyles 2.0).“

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WP 7 Synthesis

SL 2.0

WP 8 Dissemination

WP 9 Management

WP 6 Policy Design for SL 2.0

WP 5 Measuring Trends SL 2.0

WP 3Company

SustainabilityInnovation

Integrating Users

WP 4User

SustainabilityInnovation and

Entrepreneurship

WP 2 Future of SL 2.0

WP 1 Past and Present of SL 2.0

This project has received funding from the European Union's Seventh Framework Programme for research, technological development and demonstration under grant agreement no 613194

The History of Sustainable Lifestyles in Europe & Systemic Transitions

PRESENTERS:Andre Habisch – John Thøgersen – René SchmidpeterKatholische Universität Eichstätt-IngolstadtAarhus University, DenmarkCologne Business School (CBS)

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Introducing the Presenters

André HabischProfessor of Social Ethics

Catholic University of Eichstaett-Ingolstadt

FOTOHABISCH

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Introducing the Presenters

John ThøgersenProfessor of Economic Psychology

Aarhus University, Denmark

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Introducing the Presenters

René SchmidpeterProfessor of International Business Ethics and CSR

Cologne Business School, GERMANY

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Core Activities

1. A European survey concerning sustainable lifestyles and user sustainability innovation frameworks

2. Understanding the diverse cultural systems in Europe

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1. A European survey concerning sustainable lifestyles

John ThøgersenProfessor of Economic Psychology

Aarhus University, Denmark

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• Questionnaire based on scientific literature on domain-related lifestyles, sustainable consumer behaviour and innovation research

• Representative samples of approx. 1000 people from each of 10 European countries, drawn from panels managed by professional market research companies

• Randomly assigned to answer questions related to lifestyle in one of the three domains: Food, housing, and transportation (i.e. ≈335 answered questions about each in each country)

EU-innovate survey in 10 European countries on lifestyles and sustainability

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THE 10 COUNTRIES

Central– Germany, Netherlands

North– Denmark, Finland

South– Italy, Spain

East– Poland, Hungary

West– France, UK

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• All outcome variables vary significantly across FRL segments• The direct effect of country class is highly significant for meatless suppers and marginally

significant for buying organic food• FRL accounts for a substantially larger variation than country class in all outcome variables except meatless

suppers • Consumers’ openness to new, environmentally-friendly food products is more strongly related to their food-

related lifestyle than is the sustainability of their everyday food choices• There is a significant interaction between country class and FRL with regard to all outcome

variables• Most of these effects are marginal, except that segment 5 has meatless suppers most frequently in country

classes 1 & 2, but least frequently in country class 3.• FRL segment 3, the “enthusiastic food consumers”, seems to be not only most engaged in food

and food provision, but also the most sustainability oriented food consumers.

GLM analysis of the joint effect of country and FRL

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• It is possible to empirically identify distinct cross-country segments of consumers with different food related lifestyles in Europe

• The segments are linked to geographical and/or national context and differ in their presence in three broad regions of Europe (North, Central, South & East)

• Food-related lifestyles and national context both seem to contribute to (un)sustainable food-related consumption

• The impact of FRL on sustainable food consumption depends on country of residence, especially with regard to meat consumption

• Especially consumers’ openness to new, environmentally-friendly food products is strongly related to their food-related lifestyle

• Similar results have been obtained with regard to housing related lifestyles and transport related lifestyles

Survey Results

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2. Understanding the diverse cultural systems in Europe

André HabischProfessor of Social Ethics

Catholic University of Eichstaett-Ingolstadt

René SchmidpeterProfessor of International Business

Ethics and CSRCologne Business School, GERMANY

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Workshops

• Catholic University Eichstätt-Ingolstadt, Ingolstadt based campus (covering Central Western European countries) in April 2015

• Catholic University Milan (covering Southern European countries) in October 2015

• Copenhagen Business School (covering Northern European Countries) in February 2016

• Forum For The Future, London (covering Western Europe) in February 2016

• Leon Koczminski Business School, Warsaw (covering Central Eastern Europe) in March 2016.

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Results I: Region Characteristics Workshop

Main FocusParticipants

Sustainability

Understanding

Characteristic

of Discussioms

Strength

Weakness

MUNICH business driven

entrepreneurial,

value-added

future oriented SME integration

academic reflection on

SMELONDON civil society

driven

innovative, disruptiv

progressiv innovation driven

financial industry

WARSAW academia / expert driven

local and regional oriented,

pragmatic connected to societal needs

weak institutional

systemsMILANO academia /

student driven

regional and small group

oriented

defensive, non-political

community oriented

political system

COPENHAGEN expert driven

societal engenieering

comprehensive, political

highly reflected and integrated in

politics

intellectual based

sustainability discussion

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Results II: 5-Way-Modell of Citizen Engagement

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Conclusions: Diversity as Strength of Europe

• WP 1 activities showed that regional differences among European countries are enormous: different topics, culturally coded expectations, dominant industries, political issues and social capital constellations.

• most sustainability innovations are context dependent and emerge from local knowledge and analysis. As a result, persons in different European countries are facing country (or even region) specific transaction costs of engaging for sustainable lifestyles.

• Persons choose the adequate way of turning their sustainability preferences into action.

• For promoting innovation towards more sustainable life-styles, it is important to establish and foster sector-specific ‘hotspots’.

• With a greater variability of (alternative) forms of engagement, citizens face an enhanced opportunity structure for sustainable lifestyles (compare recent post in EU-InnovatE blog for examples and details.)

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• Thøgersen, J. 2017. Sustainable food consumption in the nexus between national context and private lifestyle: A multi-level study. Food Quality and Preference, 55, 16-25.

• SCHOT, J., KANGER, L. & VERBONG, G. 2016. The roles of users in shaping transitions to new energy systems’. Nature Energy.

• HABISCH, A., SCHMIDPETER, R. 2017, Sustainability and Innovation: Cross-European Perspectives, Springer International Publisher.

Key Resources & Publications

This project has received funding from the European Union's Seventh Framework Programme for research, technological development and demonstration under grant agreement no 613194

Questions & Feedback from Participants

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Summary & Forthcoming Events

FINAL CONFERENCE

TUESDAY, NOVEMBER 22

HOSTED BY ABIS @ ATELIER DES TANNEURS IN BRUSSELS

EXPLORATION OF PATHWAYS TO ACCELERATE SUSTAINABILITY ENTREPRENEURSHIP

NO CONFERENCE FEES!

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For More Information

www.euinnovate.com

This project has received funding from the European Union's Seventh Framework Programme for research, technological development and demonstration under grant agreement no 613194

Thank you for your time!