Essay Sample on Consumers: Key to Establishing Sustainable Food Chains

Introduction

Consumers have a significant role to play if sustainable food chains are to be realized. The subject of sustainable consumption has increasingly become a matter of great concern globally. As the world develops innovations for production, so is the accompanying population growth, which piles more pressure on limited natural resources. The seriousness of this issue was evident at the 2010 World Economic Forum, where special attention was given to the consideration of sustainable consumption strategies (Cohen and Munoz, 2016, p.92). There are two ends in the sustainable consumption spectrum - production and consumption. Food production can easily be regulated. However, whereas consumers value certification, it is noteworthy that the purpose of such certifications remains uninternalized. Ethical supply chain strategies employed by producers touch the hearts of consumers but not their heads. Thus, considering consumer obsession with quality and style, and the general proclivity towards what is fashionable, consumers continue to consume as though there is no tomorrow.

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According to Charter and Tischner (2017, p.36), there is no variation in sensitivity towards sustainable consumption among the various age-groups. Foremost, it is noteworthy that there are many aspects of sustainable consumption, and consumers vary significantly in the elements that they value. It is a commonplace to find people who stand for one cause but give a wide berth to another. For instance, some consumers give more value to environmental conservation, others champion for sustainable energy consumption, while others only focus on human rights. Each cause is as important as another. The preservation of human rights guarantees the fair treatment of populations and the balance between resources and consumption. Sustainable energy consumption helps to address other more significant challenges as well (Charter and Tischner, 2017, p.38). A more comprehensive approach to sustainable consumption would consider all these approaches. However, increasingly, there is evidence that people become selective about what they consider essential. For instance, some are pro sustainable energy consumption, while others give it little attention. Such selective approaches confirm that consumers continue to consume with disregard for the future.

The second issue that gives credence to the argument of continued irresponsible consumption is the disconnect among the various players that make up the supply chain. Foremost, ethical consumption campaigns deployed by producers touch the hears of the consumers. However, they are rarely internalized by the consumer, and so largely pass as mere marketing strategies. Whereas ethical consumption speaks to the consumer's heart, people continue to use their heads to make purchase decisions (Dubey et al., 2016, p.82). Such factors thus influence such choices as class and quality, which are prioritized. Further, it is noteworthy that additional costs are attached to ethical products. This extra cost acts as a hindrance for mass consumption. Increasingly, traditional products that have little ethical considerations are offered at discountable prices. They are, therefore, cheaper and readily consumed. The other hindrance is that conventional products have existing supply chain structures which are very difficult to replace. Thus, the pace at which sustainable products are delivered to the consumer remains slow.

Thirdly, the production end of the supply chain remains undependable in as far as sincerity on sustainable production is concerned. In a bid to chase for profits, companies misinform consumers, leading to the continued unsustainable consumption. Multinational corporations circumvent requirements for sustainable production, and so consumption impacts negatively on resources (Lundblad and Davies, 2016, p.157). For instance, many multinational corporations operate in countries with less strict laws that would compel them to adhere to sustainable production. The result of such short-sighted ingenuity may not be observable from the consumer end. A consumer in the United States may not be aware of the impact of their consumption on natural resources unless they see the production of such items has in countries such as China. Therefore, viewing consumption only from the consumer end would be biased, and only a comprehensive view provides a clearer picture. Presently, there is little indication of a synergy between the consumer end and the production end in as far as sustainable consumption is concerned.

In addition to the disconnect between the consumers and producers with regards to the positioning and consumption, the misunderstanding of the supply chain on the part of the consumer conditions them towards unsustainable consumption. There are variations in product categories. There are certain products whose supply chains consumers are entirely aware of (Low, Gleeson, Green, and Radovic, 2016, p.15). For instance, consumers have a developed understanding of the supply chain of such products like coffee, tea, milk, and chocolate. However, consumers have little knowledge of the supply chain of products such as cereals, soft drinks, and a host of non-food products. It is also noteworthy that the concept of the supply chain remains vague to the majority of consumers. There have been concerns, for instance, on the wanton destruction that accompanies mining. However, for the majority of consumers who assign positive attributes to jewelry and fashion, this may not be clear. It is fair to conclude, therefore, that there can be no sustainable consumption unless the consumer can perceive the supply chain of the products they purchase.

There are at least six barriers that prevent consumers from settling on ethically produced and distributed products. First, while manufacturers expose labels, such labeling does not translate to positive perceptions. Habits influence shopping, and the consumer will likely pick their natural product before they notice a new product. Secondly, even with positive attitudes to sustainable products, there is only peripheral processing, and consumers are less likely to respond positively to the labels. Thirdly, there is a high likelihood of consumers making wrong inferences regarding a product. The fourth barrier is the fact that manufacturers are likely to trade off eco-information with other positives of a product. Such trade-offs may include higher costs. Fifthly, there is limited awareness on sustainable choices which leaves consumers less equipped. Lastly, there is the issue of little motivation towards product selection. While these barriers exist differently for different consumer categories or groups, any single hindrance plays its role. The cumulative impact of each factor has a significant effect on consumption outcomes. It is noteworthy that, with a population of seven billion people, sustainable consumption remains elusive (Demarque, Charalambides, Hilton, and Waroquier, 2015, p.168).

Most existing sustainable consumption approaches focus on compliance with regulations and improved efficiency. While the two elements are necessary, they are not sufficient. Hence, there is a need for the establishment of fundamental shifts in business models and the related supply chains. Accompanied by this change should be the redefinition of value. While making these submissions, it is essential to note that there are significant efforts made towards realizing sustainable consumption. However, it is also noteworthy that such efforts have only been marginally effective. While the role of the developed world in leading sustainable consumption journey is essential, the position of the underdeveloped world must not be ignored (Tunn, 2019, 329). In some of these areas, there are massive disparities with one section of the city having surplus while people in the next section have barely anything to eat. Such variations provide two perspectives. The more developed parts have access to safer products, while the less developed parts sometimes use effluent from the developed regions as raw materials for production.

Conclusion

In conclusion, there is no variation in sensitivity towards sustainable consumption among the various age-groups. A more comprehensive approach to sustainable consumption would consider multiple factors. However, increasingly, there is evidence that people become selective about what they consider the importance. Ethical consumption campaigns deployed by producers touch the hears of the consumers, but are rarely internalized by the consumer, and so mainly pass as mere marketing strategies. Also, whereas ethical consumption speaks to the consumer's heart, people continue to use their heads to make purchase decisions. Further, it is noteworthy that additional costs are attached to ethical products. This extra cost acts as a hindrance for mass consumption (Lundblad and Davies, 2016, p.159). The production end of the supply chain remains undependable in as far as sincerity on sustainable production is concerned. In a bid to chase for profits, companies misinform consumers, leading to the continued unsustainable consumption. Viewing consumption only from the consumer end would be biased, and only a comprehensive view provides a clearer picture. The misunderstanding of the supply chain on the part of the consumer conditions them towards unsustainable consumption. There are variations in product categories. There are certain products whose supply chains consumers are entirely aware of. For instance, consumers have a developed understanding of the supply chain of such products like coffee, tea, milk, and chocolate.

References

Charter, M. and Tischner, U., 2017. Sustainable product design. In Sustainable solutions (pp. 118-138). Routledge.

Cohen, B., and Munoz, P., 2016. Sharing cities and sustainable consumption and production: towards an integrated framework. Journal of cleaner production, 134, pp.87-97. Retrieved from http://eprints.whiterose.ac.uk/89480/1/Sharing%20Cities%20and%20SCP_JCP.pdf

Demarque, C., Charalambides, L., Hilton, D.J., and Waroquier, L., 2015. Nudging sustainable consumption: The use of descriptive norms to promote a minority behavior in a realistic online shopping environment. Journal of Environmental Psychology, 43, pp.166-174. Doi: 10.1016/j.jenvp.2015.06.008 0272-4944

Dubey, R., Gunasekaran, A., Childe, S.J., Papadopoulos, T., Wamba, S.F., and Song, M., 2016. Towards a theory of sustainable consumption and production: constructs and measurement. Resources, Conservation and Recycling, 106, pp.78-89. Retrieved from https://pearl.plymouth.ac.uk/bitstream/handle/10026.1/4394/RCR_Revised_Paper%20(Manuscript).docx?sequence=2

Low, N., Gleeson, B., Green, R., and Radovic, D., 2016. The green city: sustainable homes, sustainable suburbs. Routledge.

Lundblad, L., and Davies, I.A., 2016. The values and motivations behind sustainable fashion consumption. Journal of Consumer Behaviour, 15(2), pp.149-162. Doi:10.1002/cb.1559

Tunn, V.S.C., Bocken, N.M.P., van den Hende, E.A. and Schoormans, J.P.L., 2019. Business models for sustainable consumption in the circular economy: An expert study. Journal of cleaner production, 212, pp.324-333. Doi: 10.1016/j.jclepro.2018.11.290