Summary Tomorrow – A reward system for sustainable producer and consumer behaviour Hilten, R. van (Qoin) InnovationNetwork Report No. 11.2.265, Utrecht, The Netherlands, March 2011. Municipalities are confronted with diverse challenges to encourage citizens/consumers to adopt sustainable behaviour. These include fighting climate change, promoting sustainable purchasing, preventing waste and encouraging cleaner transport. The prospect of a reward can induce citizens to change their behaviour. Many citizens are already aware of sustainability, but rarely translate this awareness into concrete action. Making the market more sustainable is difficult. The government has a whole array of legal, financial and social instruments at its disposal to encourage sustainable behaviour. Granting rewards is a new instrument, alongside laws and regulations and education and information campaigns. Sustainability Rewarded is a concept that stimulates both the supply and the demand side to opt for sustainability. Since the early 1990s reward programmes have demonstrated their ability to induce change. These programmes reward desirable (purchasing) behaviour, with a view to encouraging citizens to buy clean and green. The government also applies the reward principle with success: subsidies on clean and efficient cars have clearly prompted a shift in the automotive market. A reward entices consumers/citizens to make at least one sustainable purchase. If they are happy with the results, they will probably repeat that behaviour when a suitable occasion presents itself; particularly if the incentive is not granted on a one-off basis, but is spread over time. In Sustainability Rewarded citizens are rewarded for good behaviour: saving energy, reducing waste, cycling to work more often and so on. They are also enticed to opt more often for environmentally-friendly, regional and sustainable purchases. This is achieved by giving them points as a reward for making the right choice. The prospect of earning points makes consumers more receptive to new information, which they can use to change their choice so that they do not miss out on the reward. These points are saved and can be spent later on other regional and/or sustainable products (gifts). Regional entrepreneurs can thus strengthen their businesses by fostering the loyalty of customers and securing their purchasing power. 23 Pagina 28
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