Browsing by Author "Uotinen, Sanna"

The research discusses consumers? views on climate change and the acceptability of climate impact monitoring and feedback system as a consumer policy instrument. 15 consumers tested a demonstration version of a monitoring and feedback interface of climate impacts for a month and they participated in a web discussion concerning the subject matter. I analyzed the web discussion material from the point view of mundane reasoning by studying consumers? everyday knowledge of climate change and environmental responsibility as well as the heuristics pertaining to the acceptability of the service. Generally climate change was found to be a rather abstract and ambiguous phenomenon which is why consumers have difficulties in understanding the concrete impacts of their choices on climate change. Even though there is plenty of information available about climate impacts of consumption, especially the information provided by companies was found to be inconsistent and partially unreliable. Consumers also criticized the narrow outlook of climate change debate on overall environmental impacts. Consumers think that instead of focusing only on carbon dioxide emissions, environmental impacts should be considered as an entity of which the climate impacts constitute only a part. Climate change influenced the consumption patterns of the consumers who participated in the research in varying degrees. For some climate change had become an essential norm guiding their consumption, whereas some told they considered climate impacts only when making bigger purchases. Important aspects concerning environmentally responsible behavior included finding the balance between the pleasure and responsibility of consumption and the personal feeling that one is doing the right thing. Climate and environmental matters are flexibly weighted in the choices alongside with other factors. However, even if consumers possess environmental knowledge and are willing to take climate and environmental impacts into account in their consumption choices, many situational and contextual factors determine the possibilities of environmentally responsible behavior. The research brought up four heuristics that consumers used when considering the prerequisites of acceptability of climate impact monitoring and feedback system and its functionality as a consumer policy instrument. Firstly, the service has to be quick and effortless to use and offer information in an illustrative and accessible format. Secondly, the information has to be trustworthy and relevant in a way that the service takes into consideration various types of consumers and different information needs. Thirdly, the service has to be implemented comprehensively and transparently in co-operation with several trade groups and the public sector. Fourthly, the service has to be implemented in an encouraging way which connects it to other policy instruments.