The role of consumers in product‐oriented environmental policy: can the consumer be the driving force for environmental improvements?

In environmental policy, it is increasingly accepted that more emphasis should be placed on consumption and its implications from the point of view of the environment. Another relatively new feature is the focus on products. At the policy level, this perspective is known as product-oriented environmental policy or, in brief, product policy. This approach is closely related to the idea of product chain thinking, which means recognizing the fact that environmentally relevant decisions are made at all stages during the products’ life cycle, from raw material extraction to consumption and beyond. Based on a Finnish study on product chain actors and environmental improvements, this article discusses the role of consumers in product policy (i) with respect to theories on consumer mecision-making and (ii) in the light of product chain thinking. As consumers’ decision-making models with respect to consumer products are most often based on heuristics simplifying the decision process, incorporating environmental considerations into these models is a challenging task for environmental policy.