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Food production is responsible for approximately 17% of Germany's greenhouse gas (GHG) emissions. After retail, out-of-home catering is the second largest food sales channel in Germany. A variety of means on both the supply and demand side are necessary to stimulate, facilitate and encourage a more sustainable development and minimise GHG emissions in this sector. Nudges are one of these. This paper's focus lies on the demand side. Set in real-world laboratories, we use a standardised empirical approach to compare different nudging interventions belonging to the area of physical environment and consumers’ choice making process. We compare the effects of the same intervention across different settings and the effect of different, sequential nudging interventions in the same setting. Data was collected in eight workplace and school cafeterias in Germany over two project iterations (2016/2017; 2019/2020). A similar intervention design was applied. Comparability was assured by a harmonised menu. The first project iteration revealed that only one nudge (top menu position, +22.5%) led to significant increases in sustainable food choices, while results from the second iteration showed that all nudge interventions (best counter position, +11.6%; top menu position, +6,9%; label plus information, +15.9%) positively influenced consumer choice. Possible explanations such as the stricter compliance to the experimental design in the cafeterias but also societal developments such as the appearance of the Fridays for Future movement are discussed. As results vary between specific locations and settings, our findings suggest that nudges need to be adjusted to situational conditions for achieving highest efficacy.
Nutrition is responsible for about 30% of global natural resource use. In order to limit the negative impact the nutritional sector has on the environment and on society, the consumption and processing of foodstuffs with assumed low negative impact is an important topic in the effort of sustainable development. In professional kitchens, clearly defined indicators assessing the impact of business activities are needed in this effort. The research and development in the NAHGAST project provides groundwork that could be of important assistance in this effort. Two versions of an assessment tool, with indicators of different complexity (NAHGAST Meal-Basic and NAHGAST Meal-Pro), were developed that can be used by kitchen professionals to determine the sustainability performance of their products - the offered meal. An informed selection of indicators, and a discussion of what processes and impacts this indicator relates to in the wider context, are essential and are discussed in this paper. Furthermore, in the selection of indicators for the purpose of our research certain criteria were considered simultaneously: (1) Communicability - What information an indicator can communicate and how comprehensible this information is for different actors; (2) Feasibility and data availability - Whether there is sufficient data for an indicator to be included and whether it is realistic for companies to integrate this indicator in their daily work practice; and (3) Scientific relevance - Whether the indicator is relevant for sustainability efforts on a larger scale and for related discussions in the scientific community. Insights related to these considerations are valuable for future developments in sustainability assessment in out-of-home gastronomy. The tool has been used to evaluate a number of dishes and results are deemed meaningful. However, assessments must not be understood as an accurate measurement but as an approximation of the sustainability of meals. At the level of individual indicators, they allow a detailed analysis and targeted optimization of recipes, while the aggregated results in the form of labels can be communicated well to customers. However, deficiencies and challenges, as discovered in the application phase of the project, demonstrate research gaps in the wider context. Finally, further steps for an integration of the tool in company processes and remaining options for companies to adjust the tool are discussed.
Immer mehr Menschen essen regelmäßig außer Haus, eine rasch verfügbare und flexible Ernährung gehört zu unserem modernen Lebensstil mittlerweile einfach dazu. Den Kundinnen und Kunden ist jedoch nicht nur diese Flexibilität wichtig, sondern zunehmend auch eine hohe ökologische und gesundheitliche Qualität der Angebote. Sie wünschen sich attraktive, genussreiche und zugleich nachhaltige Speisen. Und sie wollen darauf vertrauen können, dass ihr Essen entsprechend klar definierter ökologischer und sozialer Anforderungen hergestellt wurde.
Der Schlüssel dazu sind Innovationen im Speisenangebot, bei der Beschaffung, Zubereitung, Kennzeichnung - und bei den Darbietungsformen. Die über 50 Autorinnen und Autoren dieses Buches arbeiten alle in Wissenschaft und Praxis für eine nachhaltige Entwicklung des Ernährungssystems. Hier stellen sie die im Forschungsprojekt NAHGAST und weiteren Projekten erarbeiteten Ansätze für eine nachhaltige Transformation des Außer-Haus-Marktes zur Diskussion.
Das Buch "Nachhaltig außer Haus essen" ist im Rahmen des NAHGAST-Projektes entstanden und wurde vom Bundesministerium für Bildung und Forschung gefördert.
Innerhalb des Projektes NsB-Ress untersuchten Forscherinnen und Forscher eine Konsumform hinsichtlich seiner Ressourceneffizienz- und Diffusionspotenziale, die eine ressourcenschonendere und -effizientere Nutzung natürlicher Ressourcen verspricht. Das Credo: nutzen statt besitzen. Zum Zweck dieser Untersuchung machten sie eine Bestandsaufnahme der aktuell und zukünftig marktrelevanten NsB-Angebote, deren Ressourceneinsparpotenziale im Nachgang analysiert wurden. Durch diese Schritte sollen Erkenntnisse und Aussagen über den möglichen Ressourcenverbrauch und Reboundeffekte möglich werden. Weiterhin wurden Erfolgsfaktoren für die Diffusion von Angeboten identifiziert sowie Einsparpotenziale erschlossen, um auszuloten, wie NsB-Angebote frühzeitig ressourcenleicht gestaltet werden können. Am Ende des Projektes sollen Handlungsempfehlungen für relevante Akteure - also Politik, Wirtschaft sowie Verbraucherinnen und Verbraucher - generiert werden.
Das Projektteam zeichnet in der vorliegenden Broschüre ein differenziertes Bild, das sowohl ökologisch als auch sozial wünschenswerte und förderungswürdige NsB-Angebote aufzeigt, aber auch diejenigen benennt, die mit Reboundeffekten verbunden sein können und deshalb einer politischen Rahmensetzung bedürfen.
Food labels are able to support consumers in making more sustainable food choices in out-of-home consumption situations. Thereby, the effect of changing consumption behaviour depends on the format of food labels and on the information it provides. In order to assess the importance of the amount of information as well as the design of food labels displaying sustainability aspects, we test different formats of food labels using a best-worst choice design. So far, no research tested a variation of information depth while keeping label designs fixed. We find clear preferences across both dimensions. Results indicate that consumers regard labels with a higher information depth as more helpful in order to choose a sustainable meal. For the label design it became obvious that the slider-design is preferred over footprints and traffic light label design.
Since human nutrition is responsible for about 30 % of the global natural resource use and in order to decrease resource use to a level in line with planetary boundaries, Lukas et al. (2016) proposed a re-source use reduction in the nutrition sector by a factor 2 (Material Footprint).
The catering sector needs clearly defined indicators to assess their business activities' impact on ecology, social aspects, economic value, and health status. Within the project NAHGAST two sets of indicators, called NAHGAST Meal-Basis and NAHGAST Meal-Pro were developed. The indicator sets are proposed to measure several, with sustainability-associated challenges, such as such as the ecological, social and economical effects, which may come along with the production and the consumption of a meal. Basically, the NAHGAST Meal-Basis deals with qualitative indicators, such as the amount of organic food per serving or the percentage of food wasted. This set is supposed to enable leaders to assess the sustainability of their meals and to visualize future improvements on a simplistic level. The NAHGAST Meal-Pro deals with a more sophisticated set of indicators, such as the carbon and material footprint or the cost recovery per meal. Both sets are underpinned with sus-tainable targets and elaborated as an Excel-based assessment tool, which is tested within a one-year case study. The usefulness and the limits of the tool, as well as current results of the implementation including pro-posed challenges, are discussed.
Sharing : eine innovative, soziale Praktik für einen ressourcenschonenden, nachhaltigeren Konsum?
(2017)
Sustainable out-of-home nutrition can help achieve overarching sustainability goals through a transformation in demands of consumers in this growing market. Studies indicate that individual food choice behaviours in out-of-home settings relate to a wide set of personal, social and situational factors. These factors can be influenced by various intervention strategies. In an expert meeting and a focus group we invited caterers and consumers to generate, discuss and evaluate various practical intervention ideas. Both parties largely perceive the explored ideas as useful and agree on key intervention ideas. Overall caterers and consumers state to prefer nudging strategies over information and participation interventions.
The article gives insights into the implementation process of sustainable management strategies in the food service sector. Furthermore, the normative requirements for sustainability in form of a mission statement, called "sustainable food services" are presented. The authors perceive this mission statement as a means to transfer current political demands (as in the SDG of the UN) into the sector. It could serve as a model for the entire food service sector to support and facilitate implementing aspects of sustainability into business practices with the help of sustainable management tools.
The field of nutrition will face numerous challenges in coming decades; these arise from changing lifestyles and global consumption patterns accompanied by a high use of resources. Against this background, this paper presents a newly designed tool to decrease the effect on nutrition, the so-called Nutritional Footprint. The tool is based on implementing the concept of a sustainable diet in decision-making processes, and supporting a resource-light society. The concept integrates four indicators in each of the two nutrition-related fields of health and environment, and condenses them into an easily communicable result, which limits its results to one effect level. Applied to eight lunch meals, the methodology and its calculations procedures are presented in detail. The results underline the general scientific view of food products; animal-protein based meals are more relevant considering their health and environmental effects. The concept seems useful for consumers to evaluate their own choices, and companies to expand their internal data, their benchmarking processes, or their external communication performance. Methodological shortcomings and the interpretation of results are discussed, and the conclusion shows the tools' potential for shaping transition processes, and for the reduction of natural resource use by supporting food suppliers' and consumers' decisions and choice.
Human nutrition is responsible for about 30% of the global natural resource use. In order to decrease resource use to a level in line with planetary boundaries, a resource use reduction in the nutrition sector by a factor 2 is suggested. A large untapped potential to increase resource efficiency and improve consumers' health status is assumed, but valid indicators and general guidelines to assess these impacts and limits can barely be found. Therefore we will have a try to define sustainable limits towards the individuals' daily diet and therefore stimulate current available scientific debate.
Within the paper an examination of existing indicators and assessment methods is carried out. We set the focus on health indicators, such as energy intake, and environmental indicators, such as the carbon or material footprint. The paper aims to provide first, an assessment of core indicators to explore the sustainability impact of foodstuff, and second, a deeper understanding and a discussion of sustainable limits for those dimensions of food and nutrition. Therefore we will discuss several ecological and health indicators which may be suitable to assess the sustainabilty impact and indicate differences or similarities. As a result it becomes obvious that several ecological indicators "point in the same direction" and therefore a discussion about the variability and the variety of these indicators has to be faced in the future. Further the definition of sustainable levels per indicator is an essential aspect to get an idea about the needed barriers for a sustainable nutrition, by now first steps had been made, but no binding guidelines are available yet. Therefore the paper suggests a few indications to set up sustainable levels for health and environmental indicators, based on the idea to reduce the resource use level up to 30-50% in 2030.
A key challenge of the 21st century is to transform society into one that features sustainable patterns of production and consumption. To achieve this, transition processes need to be designed in key areas such as housing, mobility and nutrition. The design and large-scale implementation of sustainable product service systems (PSS) is regarded a promising approach for sustainability transitions. Real-life socio-technical experiments are an important infrastructure for designing PSS in collaboration with stakeholders and users. In this paper, we argue that transdisciplinary and action research methods are required for institutionalising an experimental set-up and developing PSS within such infrastructures. We present the Sustainable LivingLabs (SLL) research infrastructure and its methodology as an example of such experimental settings. It was collaboratively developed with key stakeholders in three consecutive research projects and applied to e.g. heating and space heating. We show new qualities of SLL in relation to existing LivingLabs and approaches for PSS design and present its methodological three-phase model (insight research, prototyping, field testing) of research. Our article contributes to knowledge on a methodological framework and tool-kit for PSS development in SLL with a clear focus on socio-ecological sustainability. Intermediate findings confirm the high influence of user practices on heating energy consumption and show starting points for PSS development: e.g. transformational products, home-automation combined with consulting along value chains. We hypothesise that developing PSS in user- and stakeholder-integrated settings supports acceptance and diffusion and, by taking into account users' social practices of utilising novelties, reduces rebound effects caused by incorrect application.
Nachhaltigkeitstransition in Städten und Regionen : Indikatoren, Erfahrungen und Erfolgsbedingungen
(2015)
The food and agricultural sector will face numerous challenges in the next decades, arising from changing global production and consumption patterns, which currently go along with high resource use, causing ecological and socio-economic impacts. The aim of this paper is to illustrate and evaluate the practical applicability of the Hot Spot Analysis methodology in the context of supply chain management in companies. The HSA is a method to identify social and ecological problems along the entire life cycle of a product. Special emphasis is put on a customized implementation in the value chain beef of McDonald's Germany. The HSA of McDonald's beef value chain shows that the main ecological problems arise in the phase of raw material extraction, whereas the main social problems can be identified in the phase of slaughtering. Finally, the paper shows potentials and shortcomings of such a customized application and how the results can be implemented in the sustainability management of a company.
Although there are already some qualification offers available for enterprises to support resource efficiency innovations, the high potentials that can be identified especially for small and medium sized enterprises (SMEs) have not been activated until now. As successful change lies in the hands of humans, the main aim of vocational education has to be the promotion of organisational and cultural changes in the enterprises. As there is already a small but increasing number of enterprises that perform very well in resource efficiency innovations one question arises: What are typical characteristics of those enterprises? Leaning on a good-practice approach, the project "ResourceCulture" is going to prove or falsify the hypothesis that enterprises being successful with resource efficiency innovations have a specific culture of trust, which substantially contributes to innovation processes, or even initially enables them. Detailed empirical field research will light up which correlations between resource efficiency, innovation and cultures of trust can be found and will offer important aspects for the improvement of management instruments and qualification concepts for workplace training. The project seizes qualification needs that were likewise mentioned by enterprises and consultants, regarding the implementation of resource efficiency. This article - based on first empirical field research results - derives preliminary indications for the design of the qualification module for the target groups resource efficiency consultants and managers. On this basis and in order to implement "ResourceCulture" conceptual and methodological starting points for workplace training are outlined.
Despite rising prices for natural resources during the past 30 years, global consumption of natural resources is still growing. This leads to ecological, economical and social problems. So far, however, limited effort has been made to decrease the natural resource use of goods and services. While resource efficiency is already on the political agenda (EU and national resource strategies), there are still substantial knowledge gaps on the effectiveness of resource efficiency improvement strategies in different fields. In this context and within the project "Material Efficiency and Resource Conservation", the natural resource use of 22 technologies, products and strategies was calculated and their resource efficiency potential analysed. In a preliminary literature- and expert-based identification process, over 250 technologies, strategies, and products, which are regarded as resource efficient, were identified. Out of these, 22 subjects with high resource efficiency potential were selected. They cover a wide range of relevant technologies, products and strategies, such as energy supply and storage, Green IT, transportation, foodstuffs, agricultural engineering, design strategies, lightweight construction, as well as the concept "Using Instead of Owning". To assess the life-cycle-wide resource use of the selected subjects, the material footprint has been applied as a reliable indicator. In addition, sustainability criteria on a qualitative basis were considered. The results presented in this paper show significant resource efficiency potential for many technologies, products and strategies.
It is widely accepted that environmental awareness is essential, yet does not inevitably lead to responsible use of resources. Additional factors on the individual level include the meaning constructed by the term "resources" and the individual and social norms that influence the relevant behavior. Current didactic concepts do not take into account such aspects. Therefore, this article uses a didactic-psychological approach for designing an educational concept for raising awareness for a responsible use of natural resources. Combining insights of environmental psychology and of constructivist didactics, a general principal of "norm-oriented interpretation learning" is outlined to enrich the didactic debate on responsible and efficient resource use. Based on the presentation of a qualifying module for resource efficiency consultants as a practical example of resource education, a new didactical approach, namely "open-didactic exploration" (short form: ODE) is introduced. The article discusses the theory-based elements of ODE and illustrates a step by step process for designing educational materials. This adds to the theoretical debate about a didactic design for resource oriented education. Furthermore, this method can be directly used by practitioners developing education and training material (e.g., teachers, trainers in vocational education). The Wuppertal Institute developed and applied this method in numerous projects. The conclusion and outlook discusses future expectations and scope of the introduced ODE method as a contribution to foster "norm-oriented interpretation learning", suggesting perspectives for further development.
Qualifizierungsmodul RessourcenKultur : Materialien zur Kompetenzentwicklung für Praktiker/-innen
(2014)
Einweg ist kein Weg : ressourceneffizient verpackt ; wieviel Umwelt brauchen Mineralwasserflaschen?
(2014)
Zahlreiche Untersuchungen prognostizieren einen erheblichen Anstieg des globalen Ressourcenverbrauchs in den nächsten Jahrzehnten, wenn es nicht zu grundlegenden Veränderungen der Wirtschaftsweise kommt. Gegensteuern ist möglich durch politische Maßnahmen und einem Umdenken sowohl in der Produkt-Dienstleistungs-Entwicklung, bei der Gestaltung von Wertschöpfungsketten als auch im Konsumverhalten. Das Projekt BilRess identifiziert und entwickelt Angebote für alle Bildungsbereiche zum Thema Ressourcenschonung und Ressourceneffizienz.
Die in diesem Artikel vorgenommene Bestandsaufnahme der verschiedenen Bildungsangebote und die Analyse der Bildungsbereiche zeigt eine Vielzahl von Verbesserungsmöglichkeiten und Anknüpfungspunkte zur Implementierung von Ressourcenschonung und -effizienz in die unterschiedlichen Bildungsbereiche. Dabei wird immer wieder deutlich, dass die einzelnen Bildungsbereiche nicht isoliert betrachtet werden können. Die herausgearbeiteten Handlungsempfehlungen fließen in die Erstellung einer "Roadmap Ressourcenbildung" ein.
The concept Material Input per Service Unit (MIPS) was developed 20 years ago as a measure for the overall natural resource use of products and services. The material intensity analysis is used to calculate the material footprint of any economic activities in production and consumption. Environmental assessment has developed extensive databases for life cycle inventories, which can additionally be adopted for material intensity analysis. Based on practical experience in measuring material footprints on the micro level, this paper presents the current state of research and methodology development: it shows the international discussions on the importance of accounting methodologies to measure progress in resource efficiency. The MIPS approach is presented and its micro level application for assessing value chains, supporting business management, and operationalizing sustainability strategies is discussed. Linkages to output-oriented Life Cycle Assessment as well as to Material Flow Analysis (MFA) at the macro level are pointed out. Finally we come to the conclusion that the MIPS approach provides relevant knowledge on resource and energy input at the micro level for fact-based decision-making in science, policy, business, and consumption.
The paper suggests a sustainable material footprint of eight tons, per person, in a year as a resource cap target for household consumption in Finland. This means an 80% (factor 5) reduction from the present Finnish average. The material footprint is used as a synonym to the Total Material Requirement (TMR) calculated for products and activities. The paper suggests how to allocate the sustainable material footprint to different consumption components on the basis of earlier household studies, as well as other studies, on the material intensity of products, services, and infrastructures. It analyzes requirements, opportunities, and challenges for future developments in technology and lifestyle, also taking into account that future lifestyles are supposed to show a high degree of diversity. The targets and approaches are discussed for the consumption components of nutrition, housing, household goods, mobility, leisure activities, and other purposes. The paper states that a sustainable level of natural resource use by households is achievable and it can be roughly allocated to different consumption components in order to illustrate the need for a change in lifestyles. While the absolute material footprint of all the consumption components will have to decrease, the relative share of nutrition, the most basic human need, in the total material footprint is expected to rise, whereas much smaller shares than at present are proposed for housing and especially mobility. For reducing material resource use to the sustainable level suggested, both social innovations, and technological developments are required.
Living Labs for Sustainable Development aim to integrate users and actors for the successful generation of low-resource innovations in production-consumption systems. This paper investigates potentials of and measures towards the realization of a German Living Lab infrastructure to support actor-integrated sustainability research and innovations in Germany. Information was primarily derived from extensive dialog with experts from the fields of innovation, sustainable development and the Living Lab community (operators, users, etc.), which was facilitated through interviews and workshops. A status quo analysis revealed that, generally, the sustainability and Living Lab communities are hardly intertwined. Twelve Living Labs that explicitly consider sustainability aspects were identified. The application fields "Living and Working", "Town, Region and Mobility", and “Retail and Gastronomy" were identified as particularly suitable for investigation in Living Labs and highly relevant in terms of resource efficiency. Based on the analyses of drivers and barriers and SWOT, keystones for the development of a research infrastructure for user integrated development of sustainable products and services were formulated. Suggested strategies and measures include targeted funding programs for actor-integrated, socio-technical research based on a Living Lab network, a communication campaign, and programs to foster networking and the inclusion of SMEs.
Ressourcenkooperation : Ressourceneffizienz in der Wertschöpfungskette durch Unternehmenskooperation
(2014)
Aufgrund seiner starken Umweltauswirkungen gilt der Lebensmittelsektor durch Effekte in Produktion, Verarbeitung, Konsum und Entsorgung gemeinhin als ein wichtiges Handlungsfeld, soll eine gesellschaftliche Transformation in Richtung Nachhaltigkeit weiter vorangetrieben werden. Da Ernährungsgewohnheiten sowohl ökologische Auswirkungen induzieren als auch gesundheitliche Folgen für die Verbraucher haben, sind Konzepte gefragt, die ökologische mit gesundheitlichen Indikatoren kombinieren; diese sind jedoch bislang rar. Das vorgestellte Instrument des Nutritional Footprint greift diese Problemstellung auf und verbindet in einem innovativen Konzept jeweils vier Kernindikatoren beider Dimensionen. Mithilfe des Konzepts erhalten Verbraucher einen Überblick zu Umwelt- und Gesundheitswirkungen ihrer Ernährung. Unternehmen können wiederum interne Datensätze verwalten, Benchmarking betreiben und ihre externe Kommunikationsleistung erweitern.
Assessing the natural resource use and the resource efficiency potential of the Desertec concept
(2013)
Considering global warming, increasing commodity prices, and the dramatic consequences of the over-exploitation and overuse of resources, a transition to a renewable energy supply is necessary. This requires an (resource) efficient and renewable supply of operating reserve. In this article, a possible solution to this problem is analysed: the Desertec concept. It is meant to convert solar energy in areas with high solar irradiation into electrical energy by means of Concentrated Solar Power (CSP) transferring this energy by High Voltage Direct Current (HVDC) lines into the whole European Union Middle East and North Africa (EU-MENA) area. In order to assess the resource efficiency potential of Desertec, three different kinds of CSP plants (parabolic trough, Fresnel collector and central receiver of the building classes Inditep, Novatec and Solar Tres) including heat storage systems (Molten Salt and Phase-Changing-Material) and the necessary HVDC are analysed using the Material Input per Service Unit (MIPS) methodology. The assessment is accomplished for three different locations (Morocco, Tunisia and Egypt) and two points of time (2025 and 2050). With these results, a scenario of electricity supply in Germany in 2050 with a 20% share of solar power import is calculated. Central receivers are the most resource efficient ones: their consumption of abiotic materials is only half of parabolic trough plants and two thirds of Fresnel trough plants. Water and air consumption is the lowest of all analyzed CSP plants as well. The scenario for Germany's fuel mix in 2050 shows that a predominantly renewable fuel mix reduces the consumption of abiotic materials by 75%, of water by 60% and of air by 45%. Only the consumption of biotic materials rises due to the higher share of biomass conversion.
SustChange-Agents - Personen, die im organisationalen Bereich Veränderungen hin zu einer nachhaltigeren Entwicklung voran bringen wollen - benötigen personale, soziale, kognitiv-methodische und sachlich-fachliche Kompetenzen. Dies hat eine qualitative Inhaltsanalyse ausgewählter Kompetenzsystematiken aus den Bereichen "Change Management" (Wandel in Organisationen), berufliche Bildung, Bildung für nachhaltige Entwicklung und Berufsbildung für nachhaltige Entwicklung gezeigt. Den personalen Kompetenzen fällt dabei eine besondere Bedeutung zu, da sie ebenfalls Persönlichkeitseigenschaften einschließen. Es konnte gezeigt werden, dass die allgemein diskutierten Kompetenzsystematiken implizit Aspekte jener Kompetenzen aufweisen, die im Kontext von Nachhaltigkeit angeführt werden - Nachhaltigkeit ist also auf Kompetenzebene an die Konzeptionen von Wandel und beruflicher Bildung anschlussfähig.
Resource efficiency in production and technological innovations are inadequate for considerably reducing the current use of natural resources. Both social innovations and a complementary and equally valued strategy of sustainable consumption are required: goods must be used longer, and services that support collaborative consumption (CC) patterns must be extended. "Using rather than owning" strategies, such as product sharing, have the potential to conserve resources. Based on the results of different German studies, this article highlights the resource-saving potentials of CC patterns and recommendations proposed for policies and further research questions. The purpose of this paper is to show that a general resource-saving potential can be realized by "use rather than own" schemes, depending on the application field and the framework for implementation. CC is suitable for making a positive contribution to achieving the Factor 10 target by playing an important role in changing consumer patterns.