Changes in life - Opportunities for sustainability

Duration: 01.03.2008 - 28.02.2011

Life Events as Windows of Opportunity for Change towards Sustainable Consumption Patterns

Background
Certain events in life such as the birth of a child or moving to a new city bring enormous change to everyday life: Persons who experience such events have to adjust to a new situation and possibly even rethink and change familiar lifestyles or everyday consumption behaviour. These shifts however also offer people the opportunity to set themselves new goals and point their lives in a new direction.

Project aims
This research project is examining the extent to which such events can change people's everyday consumption behaviour and open 'windows of opportunity' for a change towards sustainable consumption patterns. Its aim is among others to develop and test concrete concepts for campaigns in the mobility, nutrition and energy-use fields which societal players can then use to effectively communicate with their target groups. It will also examine which synergies could arise through a longer-term alliance of players for sustainable consumption.

Project management
Professor Dr Dr Martina Schäfer
TU Berlin (Technische Universitaet Berlin), Center for Technology and Society
Hardenbergstr. 36A, ER 2-2
10623 Berlin, GERMANY
Tel: +49 (0) 30 314 26854
E-mail: schaefer(at)ztg.tu-berlin.de

Research partners
TU Berlin (Technische Universitaet Berlin), Center for Technology and Society: Professor Dr Dr Martina Schäfer, Melanie Jaeger, Sophie Scholz
University of Applied Sciences, Bielefeld: Professor Dr Sebastian Bamberg

Field partners
Senate Office for Health, Environment and Consumer Protection
Allgemeiner Deutscher Fahrradclub (ADFC) (General German Bicycle Club)
Berlin21
BioBackHaus Leib
Bio Company
Biolüske Supermarkt/ Kochstudio
Ökodorf Brodowin
BUND Berlin (environmental and nature conservation association)
BUNDjugend Berlin
cambio CarSharing
Deutsche Angestellten-Krankenkasse (DAK) (health insurance fund for salaried employees)
ElektrizitätsWerke Schönau (EWS) (Schönau Electric Company)
Fördergemeinschaft Ökologischer Landbau Berlin-Brandenburg (FÖL) (Berlin-Brandenburg Association for the Promotion of Organic Agriculture)
Greenpeace Energy
Greenwheels
LichtBlick
Märkische Kiste
Märkisches Landbrot
NaturStromHandel
pro agro
ReUseVelo
Terra Naturkosthandel
Verbraucherzentrale Bundesverband - Energieteam (Federal Association of Consumer Advice Centres - Energy Team)
Verkehrsverbund Berlin-Brandenburg (VBB) (Berlin-Brandenburg public transport system)