The international community has embarked on a course to compel different industries in the nations across the world to reduce their carbon footprint. Over the past two decades, the global society has been actively engaged in campaigning against the emission of greenhouse gases by various companies. The advocacy efforts are geared toward reversing the effects of global warming on the climate and promoting a cleaner environment. It is apparent that the world has focused on targeting big companies and industries in the quest to reduce the emission of greenhouse gases and the pollution of the environment. It is, however, clear that every individual in the world has a role to play in the reduction of environmental pollution. People have failed to take their responsibility in reducing the rate of environmental pollution, and they always blame pollution on the companies that produce the commodities they consume on a daily basis. I have recently been acquainted with information about the need for every individual in the world to take responsibility for their lifestyle with relation to environmental sustainability. I have made a resolution to change my current lifestyle to embrace environmental sustainability, but I have to evaluate the current status of my lifestyle. I need to evaluate my lifestyle from a critical view and establish the values and beliefs that influence my purchasing behaviour. Every individual in the society should be charged with the responsibility of living an environmentally sustainable lifestyle.
Context
According to Chris Goodall (2007), every individual on the planet must take the responsibility for reducing the amount of carbon dioxide emissions associated with their lifestyle. The earthâs atmosphere can only support a maximum of 3 tonnes of carbon dioxide per individual. Studies have revealed that consumers leading a western life are responsible for an emission rate of 12 tonnes annually per individual (Goodall 2007). Hansen and Schrader (1997) conducted a study that indicated that the concept of consumer sovereignty should be put into good use by influencing the development of sustainable consumption. The consumption behaviour of the modern society needs to be aligned with the goals of sustainable development (Hansen & Schrader 1997). According to Professor Jackson (2005), the lifestyles that individuals choose to lead have a direct effect on the environment, especially when their consumption behaviours are concerned. Consumer behaviour should attain parallelism with the objectives of sustaining the environment (Pickett-Baker & Ozaki 2008). People should focus on propagating limited negative effects on the environment with their behaviour in consumption (Jackson 2005).
Nordlund and Garvill (2002) conducted a test to evaluate how people perceive and execute different values. The findings of the tests revealed that personal values are a function of eco-centric values and the awareness of the existence of a problem (Tabernero & Hernandez 2011). These findings indicate that the society should be acquainted with the information about the effects of consumption behaviours on the environment. This approach would potentially influence pro-environmental behaviour among people in the society (Nordlund & Garvill 2002). Jagers and Matti (2010) highlight Jacksonâs sentiments in their study that revealed that the most feasible way to attain environmental sustainability is for the authorities to influence lifestyle changes among the people. Cultivating ecological citizens is a quest that the authorities should consider in the post-modern world, where environmental sustainability is vital to the survival of mankind (Jager & Matti 2010). Just like the U.K. report by Defra in 2008 indicated, people need to be sensitised to the need to embrace lifestyles that put environmental consideration as a priority, especially in influencing consumption behaviours (A Framework for Pro-Environmental Behaviours 2008).
Current Lifestyle
My understanding of environmental sustainability is living a lifestyle that has minimal negative effects on the environment. This should involve refraining from taking part in pollution of the environment directly or indirectly. While I have always strived to refrain from polluting the environment through littering, I am aware that I am a big indirect contributor to environmental pollution. I propagate a large carbon footprint on a long-term basis because of the lifestyle I lead (McKenzie-Mohr 2000). For instance, I drive my car every day, and it runs on fossil fuel, which is a major contributor to greenhouse gas emissions. I also purchase products from companies that are yet to significantly reduce their carbon footprint, which means that I provide the demand for their products. I am a loyal customer for some of the companies that are yet to embrace sustainable development means that I am part of the reason that they are still operational. There are several non-environmental purchasing behaviours that can serve as alternatives, but I find them quite expensive. For instance, I can choose to drive a hybrid car, but I cannot afford to purchase one yet, so I have to keep driving my normal car.
My current lifestyle is characterised by regular purchasing of foodstuff and other domestic products. I visit the mall at least four times every month to do shopping for my fridge and other home appliances. It is apparent that the amount of household waste in the U.K. is currently at around one tonne per year. I can relate to this number because I clean out the trash bin at least thrice per week. It is also apparent that 80% of the waste is comprised of packaging material (McKenzie-Mohr 2000). This includes plastic bags and containers. I only have one trash bin that serves for all sorts of waste in the house. This includes food remnants and the dust swept off the floor and carpets and wrapping material. I am aware that I should separate the recyclable waste from the rest of the waste, but I have never quite thought that the little trash from my house would make much of a difference. I am also aware that the trash collectors sometimes sort the rubbish to collect the recyclable waste; hence, I have not been compelled to take an active role in environmental sustainability (Pichert & Katsikopoulos 2008). The table below is an analysis of my monthly and annual carbon footprint.
Values and Beliefs Influencing My Purchasing Behaviour
My purchasing values are strongly dictated by the quantity and quality of the commodities, as well as the prices of the products. I am an economist while purchasing products, which means that I evaluate the utilization factors of everything I purchase (Ferguson & Branscombe 2010). I am never inclined to evaluate the companies that produce the commodities I purchase from the stores. This is a common mistake that the majority of the people in the current world are making because of the economic pressures associated with the cost of living. There are some people who look at the values of the companies that produce the commodities they purchase, but I have always been driven to purchase products based on their quality and price. I have always based my purchasing values in the rational theory. The model dictates that consumers must look into the cost-benefit of the products they purchase (De Groot & Steg 2007). However, I have never looked at my purchasing behaviour from an environmental sustainability point of view. I am more concerned about the value of the products I purchase. My primary goal is to maximise the utility of the products I purchase. I should start looking into other important details like the ethics upheld by the producers in terms of environmental sustainability (Steg & Vlek 2009).
I believe that the packaging of a product is a good way to sell it to consumers; hence, I always go for products with the most impressive packaging. However, I have to compare the prices of the alternative products before I decide which product to pick off the shelves in the stores. I also believe in purchasing products that I need, rather than engaging in impulsive buying. Looking at my trash bin, one would realize that my weekly trash is almost identical because I have a planned purchasing behaviour that I follow religiously. This indicates that I am a loyal customer to specific companies, which I believe are still major contributors to environmental pollution (Gifford, Steg & Reser 2011). Pollution of the environment on the part of the companies arises in the production process and the preparation of the packaging material. Their modes of transporting the products to the stores are also major sources of greenhouse gases (Gatersleben, Steg & Vlek 2002). My irresponsible behaviour of failing to recycle the packaging material is a possible hazard to the environment. I have recently resolved to start recycling all recyclable waste from the house (Welsch & Kuhling 2009).
My purchasing behaviour is also influenced by my attitude toward different companies. I have been greatly influenced by the public opinion on some of the companies that produce domestic products (Berenguer 2007). I have refrained from purchasing commodities produced by companies that have been previously accused of being unethical in their production systems (Nye & Hargreaves 2010). Just like most people in the modern world, I have access to the trending topics across the world, and I have accessed information about some companies that operate sweatshops to produce cheaper products. I refrain from purchasing these products. I am looking to start purchasing products from different companies based on their level of concern about environmental sustainability (Pieters, Bijmolt, Van Raaij & Kruijk 1998). I should be an active player in driving the sustainability agenda. If more people in the society make the same resolutions, it will be easier to compel more companies to focus on the environmental impacts of their business processes (Kaplan 2000).
Some of the behaviours that I have to repeal are using the car for short trips, wastage of water while doing household chores, and failing to implement energy management approaches at home. I have to stop washing things under a running tap, and I also need to install energy saving bulbs and electrical appliances in the house. I also need to reduce my weekly household waste by increasing my recycling habits (van Birgelen, Semeijin & Keicher 2009). I will also look into purchasing products that are packaged in recyclable material (Corral-Verdugo & Frias Armenta 2006). I will also focus on eating foods that are locally in the season to avoid purchasing products with packaging material that cannot be recycled. I will also reduce the consumption of food products whose processing procedures are likely to have a negative environmental impact. My current lifestyle is that of a typical Western consumer who does not uphold pro-environmental behaviour (Fujii 2006). The development of ecological citizens has been validated as a feasible strategy to influence environmental sustainability (Turaga, Howarth & Borsuk 2010). If more people change their lifestyles to adopt a pro-environmental behaviour, the world will become a better place within a very short time (Schultz & Zelezny 1998). I will become an active advocate for pro-environmental behaviour in my social circle.
Primary Obstacles to Reducing Negative Environmental and Social Impacts
One of the obstacles to reducing negative environmental and social impacts from my consumption behaviour is the high cost of alternative behaviours. For instance, I have the desire to reduce my carbon footprint by using hybrid cars, but their cost is too high. The production of most of the processed foods that I consume is also a major contributor to negative impacts on the environment, but I cannot eliminate them from my monthly purchases. There is a lack of alternative products that can lower my carbon footprint. The economic cost of behavioural change for environmental sustainability is the primary obstacle facing my desire to lower the negative impacts on the environment that I propagate on a monthly basis (Parag & Strickland 2011).
Conclusion
When people evaluate their current lifestyles, it will become apparent that many people have consumption behaviours that are not inclined toward fostering environmental sustainability. My current lifestyle is based on values that look to enhance the utility of the products I consume, rather than focusing on the sustainability of the environment. I will have to change my lifestyle and consider the environmental impact of every product I purchase. I am looking to adopt a pro-environmental behaviour in consumption, and I will influence the people around me to work toward attaining a similar lifestyle. The society has the potential to significantly reduce the amount of carbon released to the atmosphere by having every individual to embrace pro-environment behaviour.
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