Verantwortungsvoller Konsum

MediaWatch hat sich schon aus politökonomischer Sicht dafür ausgesprochen, gesellschaftliche Probleme nicht allein den KonsumentInnen aufzubürden, sondern besser ordnungspolitisch zu regeln. Nun zeigen Untersuchungen von Markus Giesler und Ela Veresiu (Uni York), dass der Versuch von KäuferInnen, verantwortungsbewusst zu konsumieren, Unternehmen mehr nützt als der Gesellschaft insgesamt (e!science, Journal of Consumer Research):

When businesses convince politicians to encourage responsible consumption instead of implementing policy changes to solve environmental and social problems, business earns the license to create new markets while all of the pressure to solve the problem at hand falls on the individual consumer. (...)
First, economic elites redefine the nature of the problem from political to one of individual consumption (for example, global warming stems from consumers failing to cultivate a sustainable lifestyle). Next, economic elites promote the idea that the only viable solution is for consumers to change their behavior. Third, new markets are created in order to turn this solution into a material reality (eco-friendly light bulbs, hybrid automobiles, energy efficient appliances). Finally, consumers must adopt this new ethical self-understanding.