06 May 2015, Berlin
Driving Green Behavior Change – From Environmental Product Information To Green Product Consumption
Hotel Palace Berlin: Europa Center, Budapester Straße 45, 10787 Berlin
Why join the Consumer Information Lab?
- Receive a comprehensive overview on state-of-the-art environmental communication approaches and initiatives
- Learn from an interdisciplinary group of communication experts
- Find support in how to identify key-drivers for green behavior change and to increase green market shares
- Benefit from a creative space for collaborative action to implement effective environmental communication
- Make your expertise visible and contribute to the development of international best practices
- George Gaskell, London School of Economics, Centre for Analysis of Risk and Regulation (CARR); Department of Social Psychology; Communication Contractor for the EU Environmental Footprint pilot phase
- Kirsten Brodde, Greenpeace, Campaigner Toxics
- Ian Fenn, Consumers International, Sustainable Consumption Project Coordinator, Co-lead of the UNEP 10 YFP Consumer Information Programme
- Jiannis Kougoulis, European Commission, Eco-innovation and Circular Economy, Environmental Footprint Pilot
- Sylvain Chevassus, French Ministry of Sustainable Development, SCP Policy Officer
- Ulf Jaeckel, German Federal Ministry for the Environment, Sustainable Consumer Protection/Product-Related Environmental Protection, Co-lead of the UNEP 10 YFP Consumer Information Programme
- Steffen Gentis, Chief Production Officer, BBDO Germany / Craftwork (P&G Braun; smart, Bayer Aspirin, Bosch, BMW, Schwarzkopf; Dr Oetker, Becks, Sky, Pepsi, P&G Gillette, Mars, Metro).
- Euan Murray (via video), The Sustainability Consortium, Chief Strategy Officer
- Jacob Bilabel, THEMA1, Managing Director, Chair Consumer Information Lab
- Jan Christian Polanía Giese, PEF World Forum, Programme Director
Download (pdf) Final_Programme_Conference_CIL
Consumers are exposed frequently to messages encouraging them to green their behaviors. Those messages are not always easy to understand but even when awareness of environmental issues is raised, many consumers still do not adopt environmentally friendly behaviors. Specifically in terms of green purchasing challenges are:
- Difficulties to differentiate a green product from products with a higher environmental impact
- Lack of support or unclear instructions to address the right levers to reduce impacts during the use phase
- Misperception of consumer interest: consumers often get information that is relevant from an environmental point of view but it is not touching their personal interests. In other words they get answers for questions they have not asked while their main questions remain unaddressed.
Time to act is now: collaborative learning to increase green consumption.
Finding ways to bridge the gaps between complexity of information and environmental awareness and behavior change is critical to increase the adoption of environmentally sustainable behaviors and increase market shares of green products. Various national and international initiatives (public or private) are now increasing their efforts to tackle those challenges. With this increased focus, the timing to now engage and participate in the development process is right.
The issue will not be solved by environmentalists alone – collaboration with experts from various disciplines is key. To provide this space for interdisciplinary collaboration, last year we established the Consumer Inforamtion Lab at the PEF Food Conference and ran a second edition jointly with The Sustainability Consortium at the 2nd PEF World Summit/ TSC Member Summit 2014.
New Target Groups. New Stakeholders. New Constellations.
At the upcoming Consumer Information Lab, 6 May in Berlin, we dedicate a full conference-day on the topic and bring together experts from the multiple areas of:
- behavioral & social science
- civil sector
- creative industry
- marketing and communication
- environment and sustainability
By sharing the different perspectives and combining strengths of various disciplines we jointly identify the key factors of effective environmental communication and discuss approaches and challenges of their implementation. Thsi will be realized in an extended session with presentations, Q&As, best practices and group discussions.
To facilitate the participation of new stakeholders we have issued a special introductory rate, that of course is also applicable to our regular participants:
(all prices exclude VAT)
Corporate Pass: €575 (+VAT)
Reduced Pass*: €350 +VAT)(
*The Reduced Pass is only available for environmental and consumer organisations (not-for-profit), government organisations, scientists from public institutions and participants from economies in transition.
Contact: Jan Christian Polania Giese, Programme Director PEF World Forum, polania[at]thema1.de
Partner for the event:
B.A.U.M., the German Environmental Management Association, combines economical, ecological and social questions, i.e. the principles of sustainability, successfully and in a future oriented way since 1984. Today B.A.U.M. with its 550 members is the European business community’s largest environmental initiative. Many well known companies as well as non-profit organizations and institutions are members of B.A.U.M and pledged themselves to the B.A.U.M. ethical code for environmental management.
As an information and contact network B.A.U.M. promotes an active and practice oriented exchange of information and experiences and fosters manifold national and international contacts in the areas of business, science, politics and media.