Assessment of Environmentally Sustainable Technologies as if Individuals Matter: And They Do!*

In this paper we will provide an overview of factors impacting on Environmentally Sustainable Technologies’ innovation, implementation and dissemination. The common denominator of our analysis will be the individual as he or she influences, and is influenced by, environmentally sustainable technologies (ESTs). Identifying and acting upon entrepreneurial opportunities, integrating environmental sustainability into corporate management, promoting green consumerism, stimulating local and national governments, and facilitating diffusion and implementation of ESTs through education and non-profit organizational activities will be explored as examples of direct impact of individuals on different aspects of ESTs. The basic framework for our analysis derives from the decision sciences. We posit that individuals have “mental models” which they use to understand and predict the consequences of their actions and those of others on their local, regional and global environment. They use these same mental models, together with their preferences over processes and outcomes, as mediated by policy and social incentives, combined with community and societal influences, to decide about whether and how they will participate in promoting ESTs. Thus, we argue, it is the interaction of the public’s mental models and preferences for processes and outcomes that must be the focal point for education and policy initiatives to promote the Global Compact for sustainability. Consider closed-loop supply chain practices, which are already well developed for industries such as personal computers, disposable cameras and cell phones. These require collaboration not only with suppliers but also with consumers. While some of these loops are small and obvious to the consumer, most other connections are not transparent to everyone, and yet they impact on the individual’s life style and their decisions for how to dispose of electronic equipment at the end of its useful life. If policy makers, suppliers and consumers do not understand the structure of closed-loop supply chains, they will certainly not undertake these decisions appropriately. For example, while taking apart old computers and recycling parts and materials is a good environmental practice (compared to burying them as waste), having these processes done in developing countries by individuals working under unsafe and environmentally damaging conditions is not acceptable. Only education and the resulting informed public pressure that comes with it will help assure that such closed-loop supply chains are designed and operated with in a sustainable and responsible fashion.