Alterconsommation

The Alterconsommation relates to a more respectful consumption of the ethical environment and , i.e. where the consumers want to privilege the consumables manufactured under respectful conditions of the environment, laws of security of the employment, such as for example the products distributed in the Equitable trade.

" alterconsommateurs" would be increasingly numerous: they would account for 15% to 25% of the French population to integrate social criteria and Environnement into in their purchases.

The alterconsommation consists with " to go beyond the simple interest of the promises of use of a product, while being interested in its genesis and its influence on the environment and the société".

The alterconsommateurs are " consumers citizens for whom the purchase proves to be an act politique".

According to Alexandre Pasche the alterconsommation is " an alternative to the consumption of mass, more respectful of the environment and social equity (…) It relates to the éco-design, the products green, bio or resulting from the Equitable trade, or, the services and placements éthiques" .

Farming creative

The emergence of the alterconsommateurs is comparable with that of the '' Cultural creative '' in the United States, of LOHAS (Japan and elsewhere), and of the currents post materialists.

The movement, unperceivable at its beginnings, in years 80-90, reached in the years a 2000 critical mass in several countries simultaneously.

In France, the movement is composed of many families which, added, form a group weighing 15-25% of the population (cfr higher). All these families establish a bond between consumption and social project.

The déconsommateurs are distinguished which adhere to the voluntary Simplicité and dream of Décroissance; the responsible consumers who think durable growth ; ethical purchasers of products which act for a better division with the populations of the south; hedonists demanding and politically conscious of the movement Slow fox trot food ; the social experimenters who seek to create around the consumption of new forms of solidarity, and in particular with the country world (Amap); policies fighting for another progress and using consumption as a weapon; the traditionalists who, by their purchases, want to affirm the superiority of the old world on modernity; etc

Of course, a serious nuance separates those which would like that consumption regresses of those which wish only to adapt it so as to make it durable. But all share the same thought that one can summarize as follows: we live in a company directed from now on largely by the companies; they direct us towards a future which the forecasts announce like problems; the race of the world towards this announced problem became irresistible; however the consumers, contributors key with the walk of the system, hold the wheel between their hands; as a purchaser, each one is already an actor; he is due only to him to become conducting; an individual and collective capacity can be exerted on this basis to inflect the trajectory . This thought is thus citizen, erudite and prospective: she claims her share of being able, she feeds with the scientific forecasts whose deepening is parallel to the growth of the movement, she integrates finally the future in her motivations. Individually, each one feels from now on in position of decision maker. With between the hands two weapons: the Boycott and the Sponsoring, namely the contribution of its customers to the marks which it likes for “philosophical” reasons.

All indicates the birth of new logical of consumption, still minority, but increasing because fixed on the development of the “company of the risk”: that of customers driven by elective affinitieses, pushing or pushing back the companies to which they bring their customers according to the type of reality that they contribute to build.

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