This type of active consumership serves market exchange.
A project conducted at the Wuppertal Institute within the Seventh Framework Programme of the European Union explores how living labs as a type of active consumership can lead to sustainable and competitive domestic innovations by providing an experimental infrastructure that people can use for a certain time span (Welfens et al.
New consumer role: Active consumership goes one step further in the case of collaborative consumption (and production) for use like car sharing, couch surfing, multiple generation houses or CSA.
Reflecting upon different forms of active consumership, such as company-driven prosumership, co-innovation or consumer-driven satisfying of needs and its relationship to sustainability, it can be said that, technical solutions, sustainable economy or value-driven consumption aside, the different new consumer roles seem to be a promising way to increase sustainability in production and consumption:
Finally, an example of social innovation has been introduced, with active consumership in the field of agriculture.
Relating the new consumer roles to the dimensions of active consumership and looking at the sustainability implications, a complexity of conditions and challenges comes to the fore.
Research is well-advised to apply transdisciplinary research concepts and methods (8) in order to gain deeper insight of sustainability effects of active consumership. The differences between the three types of active consumership identified here should be closer looked at in terms of distinct targets that might help to increase sustainability in consumption.
This recognition can be a starting point for politicians for fostering active consumership and trusting in innovations from "below".