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Mistra Sustainable Consumption – from niche to mainstream

A research programme that aims to stimulate a transition to sustainable consumption by generating in-depth knowledge on how niche sustainable consumption practices can become mainstream in the areas of food, vacation and furnishing.

Project name and number: Mistra Sustainable Consumption
Project leader: Åsa Svenfelt, SEED, and Karin Bradley, KTH
Participating universities/companies/organisations: KTH Royal Institute of Technology, Chalmers, Göteborgs Universitet, KI, Lunds universitet, LTU, SLU, SCB, ICA, Oatly, Food for Progress, Max Hamburgers, IKEA, Hemtex, Retuna, Stena Line, Vingresor, Turistrådet Västsverige, Visita, Lunds, Malmös and Göteborgs kommuner, Västra Götalandsregionen, Konsumentverket, Naturvårdsverket, Livsmedelsverket, Svenska Naturskyddsföreningen, Svenska Turistföreningen, Camino, Världskulturmuseerna.
Project period: 2018–2021
Financing: Mistra

The programme will examine niche sustainable consumption practices and develop roadmaps for how they can be scaled up and mainstreamed by policy makers, business, civil society organizations and citizen consumers.

The vision is that by 2030 sustainable consumption practises have become mainstream in Sweden, to a significant extent catalysed by our programme through knowledge generation and practical change. This transition has by 2030 contributed to a better quality of life, and equity, within and across borders, and have made Sweden – its companies, governmental bodies, and civil society – an internationally recognized example showing that sustainable prosperity is possible.

More about the programme on