Understanding role models for change: a multilevel analysis of success factors of grassroots initiatives for sustainable consumption

Grassroots Initiatives as Sustainability Transition Pioneers: Implications and Lessons for Urban Food Systems

“…Though not all grassroots initiatives self-identify as social movements, they involve collective action in civil society intended to transform a community to a sustainable state and may link to broader social movements [35,38,55]. Grabs et al [57] define grassroots initiatives "as including any type of collaborative social undertaking that is organized at the local community level, has a high degree of participatory decision-making and flat hierarchies. In addition, initiatives generally engage the voluntary contribution of time and resources of the organizations' members to achieve a particular shared cause" (p. 100).…”

“…With their innovative approaches, they question the established systems and power structures therein, amplify irritations and may ultimately delegitimize the status quo [21,22,38,39,61,68,76]. When their advocates present realistic solutions to the instabilities, conflicts and tensions in mainstream regimes, radical niches can inform institutional reforms [20,33,57,77]. By diffusing critical knowledge and reflection, they can shift the agendas and terms of debate that are shaping future development possibilities, as well as the criteria used to assess the appropriateness of products, services and systems.…”

“…Their flat hierarchies, peer-to-peer network structures and small group size help to cultivate social learning (i.e., learning through interactions). Both experiential learning by doing and the observational imitation of the behaviour modelled by others place change within wider social units and communities of practice [57]. The diverse forms of learning expand individuals' competences and capabilities to solve problems and to implement new behaviours.…”

“…Successful mastery experiences reinforce the feeling that change is possible, thereby augmenting self-efficacy. Through fundamentally altering societal rules, norms and power relations, social learning may itself transform social networks, as well as wider societal and institutional structures [10,22,35,37,38,57,79,80,83,84]. The "change of societal norms and worldviews can be seen as a result of grassroots action per se and in effect one of the most powerful results due to its multiplier effect that may lead to behaviour change on a societal level" [57] (p. 109).…”

“…The sustainable products and services of grassroots initiatives often comply with these strategies that include sufficiency and "decommodification" [37,57,69]. According to Sarkar & Pansera [92], grassroots "ecopreneurs" are motivated by the local context with its problems, resource scarcity, embedded traditional values and knowledge.…”