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

1. 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]

2. Agenda
3
15:00 Webinar opens
15:05 Introduction & context
Simon Pickard, Director General, ABIS
15:10 Presentation of emerging evidence & findings
Andre Habisch – John Thøgersen – René Schmidpeter
Katholische Universität Eichstätt-Ingolstadt
Aarhus University, Denmark
Cologne Business School (CBS)
15:35 Questions and comments
15:55 Summary & forthcoming events
16:00 Webinar closes

3. Sustainable Lifestyles at EU Level
4
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)

4. EU Policy Research Questions
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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)

5. EU-InnovatE Consortium
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6. Key Idea
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„ ... investigate
the creative, innovative and
entrepreneurial roles of users
in developing novel sustainable
products, services and systems
(Sustainable Lifestyles 2.0).“

7. 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 3
Company
Sustainability
Innovation
Integrating Users
WP 4
User
Sustainability
Innovation and
Entrepreneurship
WP 2 Future of SL 2.0
WP 1 Past and Present of SL 2.0
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8. 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 Schmidpeter
Katholische Universität Eichstätt-Ingolstadt
Aarhus University, Denmark
Cologne Business School (CBS)

9. Introducing the Presenters
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André Habisch
Professor of Social Ethics
Catholic University of Eichstaett-Ingolstadt
FOTO
HABISCH

10. Introducing the Presenters
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John Thøgersen
Professor of Economic Psychology
Aarhus University, Denmark

11. Introducing the Presenters
12
René Schmidpeter
Professor of International Business Ethics and CSR
Cologne Business School, GERMANY

12. 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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13. 1. A European survey concerning sustainable lifestyles
John Thøgersen
Professor of Economic Psychology
Aarhus University, Denmark
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14. • 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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15. THE 10 COUNTRIES
Central
– Germany, Netherlands
North
– Denmark, Finland
South
– Italy, Spain
East
– Poland, Hungary
West
– France, UK
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16. • 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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17. • 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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18. 2. Understanding the diverse cultural systems in Europe
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André Habisch
Professor of Social Ethics
Catholic University of Eichstaett-
Ingolstadt
René Schmidpeter
Professor of International Business
Ethics and CSR
Cologne Business School, GERMANY

19. Workshops
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• 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.

20. Results I: Region Characteristics
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Workshop Main Focus
Participants
Sustainability
Understanding
Characteristic
of Discussioms
Strength Weakness
MUNICH business
driven
entrepreneurial
,
value-added
future oriented SME
integration
academic
reflection on
SME
LONDON 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
systems
MILANO 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

21. Results II: 5-Way-Modell of Citizen Engagement
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22. Conclusions: Diversity as Strength of Europe
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• 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.)

23. • 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
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24. 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

27. 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!