RENEWABLE ENERGY AND ECO-ADVOCACY

Renewable Energy and Eco-advocacy

Renewable Energy and Eco-advocacy

Introduction

Use of renewable energy sources in manufacturing is a concept that brings together social and environmental issues in operations management. It treats these concerns as part of the manufacturing system and does not separate operations from social concerns. It embraces the developments in compliance and standards but goes further than product specifications, health, and safety within the manufacturing company (Elliott, 2008). It demands attention to working conditions, labor rights and trading conditions throughout the supply-chain. It cannot be separated from wider issues such as industrial ecology, climate change, and sustainability. How products are designed and manufactured has to include attention to the ecological footprint. Implementation of the cradle-to-cradle concept can reduce the amount of waste—of material resources, of energy, and of poisons allowed to pollute our environment (Dowie, 2007).

One reason for the skepticism that surrounds the issues discussed here is the concept of “greenwash.” Marketing and advertising mislead the public and confuse the issues. For example, car companies advertise their green credentials by claiming that they are producing green cars that aim at zero emissions. The aims are worthy but do not tally with the facts of manufacturing automobiles. However much the efficiency of the car improves—fuel efficiency, for example—most of the cars produced are gas-guzzlers. By strongly advertising the cleaner models, the manufacturers hope that the feel good factor will spread to other cars in the range. The full LCA figures for car use are not publicize (Carroll, 2006) d.

Discussion

Another claim is that consumers should buy wind turbines so that they contribute to renewable energy production. Despite the fact that in some areas there are days with no wind, retailers claim up to 30% reduction in energy needs. Only a very small minority could generate that much. According to a recent review, a company in the United Kingdom making these claims does not even sell energy-efficient light bulbs (Allenby, 2008).

Some industries can make savings on a one-off basis, but as the economy grows, the savings will be neutralized. According to a research, everyone is guilty of greenwash unless he or she changes his or her behaviors and lifestyles; greenwash tells us what we want to hear and, therefore, is very dangerous. Green activists consistently lobby for manufacturers to change their methods of operation. How-ever, without more education, greenwash will continue to fuel skepticism and inaction. It is essential that textbooks on ...