Consumer policy

Nudging consumers toward greener choices


OECD Southeast Asia Regional Programme (SEARP) Ministerial Conference

OECD/ASEAN virtual side event on nudging consumers toward greener choices

Tuesday, 8 February 2022, 9:00-10:30 (Paris) / 15:00-16:30 (Jakarta) / 17:00-18:30 (Seoul) 


Policy makers globally are increasingly recognising the important role that consumers can play in the green transition. However, recent empirical work in a number of jurisdictions shows that whilst most consumers have a desire to make more sustainable purchasing decisions, they face significant barriers in turning this desire into action. These barriers may be due to common behavioural biases, such as wanting to save money in the short term rather than spending more on longer lasting products or choosing products with which they are already familiar with to avoid risks. However, they may also be structural in nature, such as an inability to access repair parts or services, or clear information about the sustainability of products.

This OECD-ASEAN event explored how governments, businesses and other stakeholders are developing policy initiatives to nudge consumers towards greener choices, including through the use of digital technologies and insights gained from behavioural science. It also examined what further empirical work is needed to deepen global understanding of consumer attitudes and behaviours in the green economy as well as areas where further policy intervention may be needed.




Opening remarks

  • Mr. Dirk Pilat, Deputy Director, OECD Directorate for Science, Technology and Innovation

Welcome and keynote speakers

  • Mr. Hugh Stevenson, Chair, OECD Committee on Consumer Policy
  • Dr. Christiane Rohleder, State Secretary, Federal Ministry for the Environment, Nature Conservation, Nuclear Safety and Consumer Protection of Germany
  • Ms. Datin Roszanina binti Wahab, Deputy Secretary-General (Consumer Empowerment), Ministry of Domestic Trade and Consumer Affairs, Malaysia and Chair to the ASEAN’s Committee for Consumer Protection (ACCP)

Photo session for keynotes and all speakers on panel 1 and 2


Panel 1: Deepening understanding of consumer attitudes towards sustainable consumption

Moderator: Mr. Dirk Pilat, Deputy Director, OECD Directorate for Science, Technology and Innovation


  • Dr. Hendrik Bruns, Policy Analyst, Competence Centre on Behavioural Insights, European Commission Joint Research Centre
  • Dr. Paul Selva Raj, Secretary General, Federation of Malaysian Consumers Associations
  • Dr. Indiyah Hudiyani, Junior Policy Analyst,Ministry of Environment and Forestry, Indonesia
  • Mr. Tommy Tjiptadjaja, Co-Founder and CEO, Greenhope, Indonesia

Q&A (15 mins)


Panel 2: Policy initiatives to nudge consumers towards greener choices

Moderator: Mr. Looi Teck Kheong, Head of Competition, Consumer Protection, and IPR Division, ASEAN Secretariat


  • Ms. Ruth Castelo, Undersecretary for Consumer Protection, Philippines Department of Trade & Industry
  • Mr. Tino Clemens, Policy Officer,  Federal Ministry for Economic Cooperation and Development, Germany
  • Mr. Stanley Seok, Korea Environmental Industry & Technology Institute (KEITI)
  • Ms. Aomruethai Konmai, Plan and Policy Analyst, Office of Consumer Protection Board of Thailand

Q&A (15 mins)


Closing remarks

  • Mr. Looi Teck Kheong, Head of ASEAN Competition, Consumer Protection and IPR Division




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