Knowledge community description

Sustainable solutions have to be acceptable for consumers. The sustainability field is littered with exemplary concepts for sustainable consumption and production, developed with good intentions, but clearly without an idea when they are acceptable for consumers. Such ideas often end up as niche solution, or do not make it to the market at all. SCORE! wants to avoid this trap. We hence have set up a SCORE! Knowledge community that mainly consists consumer scientists, who are also interested in sustainability. This community will analyse under which conditions consumers can be a driving force for radical changes to sustainability, and under which conditions. They also will evaluate if proposals for sustainable solutions make consumer sense, and have a chance of making it to main markets.