The objective of this project is to support and strengthen the cohesion of the V4 countries in the efforts to achieve a more sustainable consumption culture and thus more sustainable production models in the selected consumer goods’ markets.
In order to do that, the project will undertakethe analysis of immediate connections and influences of: the demand side of the markets (consumers), the supply side of the market (producers), legal framework and cultural impact.
Gradual environmental degradation, shrinking of non-renewable resources, and lower quality of life are directly or indirectly arising from snowballing consumption. These unfavourable processes concern increasingly also V4 countries and will not stop unless consumption patterns are modified. Therefore the sustainability agenda has gradually been shifting to include consumption alongside production.
Manufacturers may use new designs and technologies to minimize the impact of a product on the environment, but their efforts are pointless if consumers do not buy more sustainable goods and do not change their
consumption habits. Sustainable consumption is based on a decsion-making process that takes the consumer's social responsibility into account, in addition to individual needs, like taste, price, or convenience.
The idea is based on assumption that we might live better by consuming less, making more conscious and rational purchasing decisions. Therefore a change in the attitudes of firms and consumers towards a more responsible behaviour is needed. It is a gradual process that needs appropriate knowledge, awareness, and frequently the modification of long-standing habits.