Consumerism and environmentalism
Consumerism has been described as the behavioral value that places importance on material possession and the pursuit of personal wealth (Fournier and richens, 1991). Even though these behaviors have been closely linked to cultural values (Mukerji, 1983), researchers have also studied how they manifest as individual traits and levels (Kasser and Kanner, 2004). Consumerism from the view of an organization can thus be described as an organization of people and government to improve the rights of buyers in relation to sellers. In this sense, it is a set of policies (honest packaging and advertisement, product guarantees and improve safety standards) aimed at regulating the products, services, methods and standards of manufacturers, sellers and advertisers in the interest of the buyer. So that an organization that focuses on consumerism would use established policies to promote interest of consumer in a particular product line. Victor lebow (1955) mentioned that such organizations would promote that we make consumption our way of life, which we convert buying and use of goods into rituals and that we need thing consumed, burned up and worn out at an ever increasing rate (Victor Lebow, 1955)
Environmentalism on the other hand has been described as the behavioral value that places importance on the environment and the effect of human activity on its wellness. While lack of environmental care and focus are associated with the consumerism values, empathy and concern for the planet are paramount to environmentalism.
Presently, the rate of consumption seems to be at an alarming increase as consumers increase their spending power and keep buying so as to keep up with others and due to this there is also corresponding imbalance on earth and its resources that has now become obvious in climate change and environmental degradation, by so saying that environmental degradation is the important effect of consumerism.
I am of the opinion that it is possible for an organization to share its focus between consumerism and environmentalism. I have seen close concepts in corporate social responsibilities, ethical consumerism and societal marketing. This three concepts share a little bit of objectives with environmentalism as they jointly believe in their responsibility to the environment and the society. A merger of consumerism and environmentalism would mean a change in product lifecycle models. Although the process of transforming consumers to make responsible might look counter-intuitive to many business models, but sometimes it is necessary to make such tough decisions to benefit the wider society. For organizations to adopt both concepts it could work in two ways; encourage consumers to buy less and do more with what they have and the use of sustainable designs and recyclable products. While the former sounds unequivocally paradoxical, the latter is more rational and reasonable.
An organization that seeks to merge both concepts can simply adopt one of the following approaches;
- · System approach to sustainable design
Design components that can be easily assembled and dissembled, rather than change an entire product, internal components can be changed and upgraded e.g. an old desktop computer
- · Recycling
The use of recyclable products e.g. recyclable bottles and packaging in beverages
- · Durability
Increasing the durability of product would increase its life and as such consumers do not have to keep buying new ones.
- · Sustainable design and ethical marketing
Encourage the need to change products based on its wider effect and benefit on the environment
Contrary to believe, environmentalism is not against marketing and consumption; it simply wants people and organization to work with more care for the environment. At the least level, an organization may practice “pollution-preventing” processes which means eliminating or minimizing waste even before its creation.
References
Victor Lebow (1955). “Price competition in 1955”. Available online from: hundredgoals.files.wordpress.com/2009/05/journal of retailing.pdf
Kasser, T., & Kanner, A. D. (Eds.). (2004). Psychology and consumer culture: The struggle for a good life in a
materialistic world. Washington, DC: American Psychological Association.
Mukerji, C. (1983). From Graven Images: Patterns of Modern Materialism. New York: Columbia University Press
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