Are We Serious About Changing Our Consumption Patterns . . .

. . . in the face of global warming??? Then maybe this recent research should be high on all our reading lists:

The most effective campaigns to encourage ethical consumption are those that take place at a collective level, such as the creation of Fairtrade cities, rather than those that target individual behaviour. The research suggests that ethical consumption is best understood as a political phenomenon rather than simply a market response to consumer demand.
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The research team found that campaigns aimed at getting people to change what they buy often worked on the assumption that individuals lack the necessary information to make educated decisions about the consequences of what they buy and where they buy it from. However the findings from the study suggest that people don't necessarily lack the information about Fairtrade, organic food, environmental sustainability, or third world sweatshops. They do, however, often lack effective pathways to acting on their concerns over these issues.
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A great deal of the consumption people do they don't do as 'consumers' exercising 'choice'. Lots of consumption is embedded in relationships of obligation where people are acting as parents, caring partners, football fans or good friends. Some consumption is used to sustain these sorts of relationships: giving gifts, buying school lunches, getting hold of this season's new strip. And quite a lot of consumption is done as the background to these activities, embedded in all sorts of infrastructures (eg transport, energy, water) over which people have little or no direct influence as individual 'consumers'.

In order to successfully encourage people to adopt ethical consumption activities, it is important to call on their specific identities, as for example a member of the local community or faith group, rather than just targeting them as 'faceless' and 'placeless' consumers. The most successful initiatives are those that find ways of making changes to the practical routines of consumption. For example, by changing how and what people buy and from where through establishing initiatives such as Fairtrade networks or achieving the status of a Fairtrade town or city.