By Thomas Møller Christensen, AAU Communication og Public Affairs
Graphic: Clarice Sivesgaard Abacan

Danes love a good deal. In fact, we love it so much that the Chinese webshop Temu has become the second most used online store in Denmark in record time. But the low prices are challenging the green transition in manufacturing Europe.

“A very unfortunate pattern is emerging in Danish and European consumption that is slowing down the green transition of our manufacturing companies,” says Ann-Louise Andersen, Associate Professor at the Department of Materials and Production at Aalborg University.

Together with colleagues Thomas Ditlev Brunø and Kjeld Nielsen, both associate professors at the Department of Materials and Production, she warns in a debate article in Berlingske that consumers' penchant for low prices has serious consequences for sustainable development.

“While Temu and similar platforms sell goods without regard to European sustainability requirements, the basis for green investments by European companies is crumbling,” she explains.

No demand = no green transition

The EU has put sustainable growth high on the agenda with strict requirements for responsible production, consumption and consumer rights. In addition, it has established rules to ensure that goods imported from outside the EU can only be resold if they comply with EU legislation.

On paper, it sounds like a solid plan for a greener future.

But market forces are often stronger than regulations, and while the EU is tightening the rules, many Danes continue to swipe their credit cards without considering sustainability. According to a report from the Danish Industry Foundation, only 30 percent of companies estimate that their customers are willing to pay extra for greener products - creating an unfortunate paradox:

“Even the best legislation has no effect if no one buys the products it is supposed to support,” Ann-Louise Andersen points out.

The lack of demand has major implications for sustainable production. The technology and methods already exist, but without a stable market for green goods, implementation becomes a financial risk that many companies are afraid to take. In fact, low demand is one of the biggest barriers to Danish companies' transition to circular strategies.

Consumers hold the key to the green transition

The concern for Europe's economic future is shared by many. In a recent report commissioned by the European Commission, Italian economist Mario Draghi warns that Europe risks losing competitiveness and economic stability if we don't step up innovation, technology development, coordination and investment now.

If Europe's industry is to have a sustainable future, it requires not only political action, but also consumer responsibility.

“If we want a real green transition, we as consumers must start thinking sustainably when we shop. Only then can we create the demand that enables companies to change their production and invest in more responsible solutions,” emphasizes Ann-Louise Andersen and makes a clear call:

“Buy European!”

Bekymringen for Europas økonomiske fremtid deles af flere. I en nylig rapport bestilt af EU-Kommissionen advarer den italienske økonom Mario Draghi om, at Europa risikerer at miste konkurrenceevne og økonomisk stabilitet, hvis ikke vi skruer op for innovation, teknologiudvikling, koordinering og investeringer nu.

Hvis Europas industri skal have en bæredygtig fremtid, kræver det derfor ikke kun politisk handling, men også, at forbrugerne tager ansvar.

"Hvis vi vil have en reel grøn omstilling, skal vi som forbrugere begynde at tænke bæredygtigt, når vi handler. Først der kan vi skabe den efterspørgsel, der gør det muligt for virksomhederne at omlægge deres produktion og satse på mere ansvarlige løsninger," understreger Ann-Louise Andersen og kommer med en klar opfordring:

"Køb europæisk!"