More beans, less beef

Christiane Weihe

Take the train instead of a plane. Travel by bike, not by car. Opt for organic instead of conventional. Be a model of efficiency, not an energy guzzler. There are countless ways to behave sustainably. So many, in fact, that despite their intentions to switch to environmentally aware, climate-conscious consumption – or, indeed, non-consumption – consumers are often so confused that they sometimes take no action at all. So when does it genuinely pay off to challenge and change our own behaviour? Where can consumers really make a difference? And is there a chance that we ourselves might actually benefit?

In the project “Big Points of resource-conserving consumption: An issue for consumer advice beyond energy efficiency and climate protection” on behalf of the German Environment Agency (UBA), the Oeko-Institut has defined the main areas where sustainable action is particularly worthwhile. “In our analysis, we identified the most important fields of action and product groups for resource-conserving consumption and where relevant possibilities for action exist for consumers. We also looked at the intersections with energy-efficient and climate-friendly consumption,” explains Dr Florian Antony, a Senior Researcher in the Oeko-Institut’s Sustainable Products and Material Flows Division.

The project aimed to make information available for consumer consultations in order to activate them as multipliers. It focused on eight key areas of action, including the three – nutrition, living and mobility – that are most relevant from an environmental perspective. Nutrition, for example, accounts for more than 20 per cent of our greenhouse gas emissions. “Anyone wishing to embrace a lifestyle that protects the climate and resources should reduce the amount of animal products in their diet, eliminate products that were transported by plane and greenhouse products and choose organic products – this can halve their nutrition-related environmental impact,” Dr Antony explains. Living also has a role to play. “Although it’s not always easy to put in practice, it’s also about a reduction of living space. Furnishing with durable products and efficient household appliances that are used economically is helpful as well.” Individual mobility can also make a big difference – a reduction of environmental pollution by more than 50 per cent appears to be possible here. “This can be achieved by using public transport, eliminating air travel and doing without a private car.” According to the study, buying fewer, high-quality garments that are produced in an environmentally friendly manner and are worn for a long time can also make a significant difference. Energy efficiency is relevant when buying ICT products as well, and there is leverage in using these devices for as long as possible. “And for consumers with the financial means, another option is to invest in renewable energy production plants or sustainable investment products.”

Internalise environmental costs

Understandably, consumers often base their consumption decisions on the costs that they will incur. However, many are unaware that most products have external costs that are associated with their impacts on health and the environment, for example. As a rule, these external costs are not factored into the product price – which means that they are not covered at all, or must be borne by society. “A better understanding of these costs could be helpful in influencing consumer decision-making,” says Dr Florian Antony. The project “Internalisation of the external environmental costs of food” on behalf of the German Environment Agency (UBA) aims to make these external costs more visible. It also looks at another question: to what extent the internalisation of costs offers scope to reduce the environmental impacts of our food. The project team therefore investigated various approaches for the internalisation of environmental costs, including levies such as carbon pricing, disposal charges, regulation, e.g. via pollution licences, and emissions trading. “We have produced factsheets in which we describe the possible governance and impacts of these internalisation approaches. For example, a climate levy on food could help motivate consumers to switch to more climate-friendly foods overall.”

Together with project partner INFRAS, the researchers have also outlined costs associated with environmental impacts in food production – such as those associated with soil and water pollution or biodiversity loss. In Germany, the consumption of meat and dairy products alone generates external costs running into billions – estimated at 8.3 billion euros for beef, 5.1 billion euros for pork and 4.8 billion euros for cheese annually. Ideally, the prices we pay for food should in future more accurately reflect the environmental impacts of producing these foods. “Accounting for environmental costs and their internalisation also provides us with another strong argument in favour of a more plant-based diet.”

Sustainable every day

For anyone wishing to build environmental and climate protection into their daily life, the Oeko-Institut – in response to the 2022 energy crisis – has compiled nine simple tips on how to save energy at home. “Merely reducing the room temperature by one degree produces a saving of 720 kilowatt-hours (kWh) or 115 euros a year. And by not showering one day a week, you can save 280 kWh and 45 euros over the year,” Dr Florian Antony explains. Installing a water-saving aerator shower head offers similarly high potential, namely 240 kWh and 38 euros. “And it pays to invest in efficient household appliances. For example, a new dishwasher with an ‘A’ energy efficiency rating saves 90 kWh and roughly 33 euros.”

A better life

In conclusion, as the Oeko-Institut’s Senior Researcher points out, sustainable behaviour can pay off – not only for the environment and climate, but also for ourselves. “The debate about sustainable behaviour is often a debate about loss – about things we should no longer be buying, eating or doing. But sustainability can lead to many positive changes for everyone – if, for example, we analyse and question our own needs and look at whether our consumption is truly satisfying to us or we are simply chasing after things that we don’t really need. Developing an awareness here gives us some breathing space.” At the same time, sustainable behaviour can create a positive and empowering feeling of self-efficacy, he says. He advises consumers simply to make a start instead of waiting – probably in vain – for the perfect solution. “Let’s be ambitious by all means, but let’s be kind to ourselves as well. We don’t have to get everything right first time. It is about starting out on the journey. And then we’ll find that there are many good opportunities to make a difference.”

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Sustainable consumption is the main focus of Dr Florian Antony’s research. A biologist in the Sustainable Products and Material Flows Division, he conducts evaluations of processes and technologies, life cycle assessments and material flow analyses. He is also the Head of the Sustainable Food Systems and Lifestyles Subdivision. The methods he applies include the Corporate Climate Footprint (CCF), Product Environmental Footprint (PEF) and Product Carbon Footprint (PCF).