Green Consumption, Equity and Climate Change

The purpose of this paper is to explore how the mechanisms of the risk society and reflexive modernity (Beck et al. 1994) produce inequality in respect to green consumption. The research was implemented by an empirical approach. The research data was collected by interviewing people on how they make energy decisions when buying electricity, their relationships with nature, and what they see as being important in life overall. Interviews were completed in four cities in Finland: Vaasa, Espoo, Imatra and Joensuu. The people interviewed ranged from the laymen to the executive, i.e. different social classes. During the research it is becoming clearer that the characteristics of the risk society and reflexive modernity and equity seem to be significant when solving issues of the risk society and climate change.

It seems that the ownership or the lack thereof of cultural, educational and financial capital makes a difference - people made their energy purchase decisions based on what had value to them which was influenced by their cultural, educational and financial background. The abstract and insecure nature of the risk society and reflexive modernity makes it difficult for people to be green consumers because of the lack of stability that seems to be a requirement for green consumption. Individuals will not act on altruistic motives without personal stability in life which would seem to lead to the possibility and understanding to take part in green consumerism. Cultural and educational capital makes it easier to grasp abstract issues like climate change or act on altruistic motives. It seems that green consumption can be increased by equal opportunities in employment, education and equality in income division.

Beck, Ulrich; Giddens, Anthony; Lash Scott 1994. Reflexive Modernization. Politics, Tradtion and Aesthetics in Modern Social Order. Polity Press.