As more and more consumers in developing countries move out of poverty, lifestyles begin to change. Who are these new middle class consumers? Do they develop the same attitudes and desires and take similar choices to middle classes in industrialised countries? And does this lead to higher resource use and carbon emissions, particularly in the transport and energy sectors?

This workshop presented empirical results from large household surveys with middle classes in Ghana, Peru and the Philippines, conducted in late 2018. The surveys included an experiment on air conditioner adoption, matching attitude function with individualized messages to induce sustainable consumer choices. Differences and similarities between the three countries were discussed, drawing conclusions for energy, transport and recycling management.

The workshop addressed academics, policymakers, donor organisations and other non-governmental organisations interested in designing demand-side policies and programmes for a green transition.