In the transition towards sustainability, each of the stakeholders have to play its own role:
– the consumers/citizens have to shift their expenditures towards a lower Eco-cost / Value Ratio, i.e they should buy ‘green’ products and services
– the companies have to create product-service combinations with a lower Eco-costs / Value Ratio, i.e. they should offer ‘green’ solutions to the market
– the governments have to create regulations and new systems for tax, subsidies and Tradable Emission Rights, i.e. they should create a business environment which gives ‘green’ solutions a fair chance in competition with the current products and services (“level the playing ground”).
It is obvious that, when one of the stakeholders fails to play the right role, the transition towards sustainability will not happen.
What triggers each of the stakeholders of the system to go in the right direction? Who triggers the transition process?
Designers tend to believe in ‘technology push’: when the green products are on the market, they will be