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Nordic Toolbox for a Just Green Transition

Support green choices 

To achieve the green transition, we need to address current consumption patterns that rely on fossil fuels and an unsustainable use of resources. As is well documented in international sustainability rankings, the Nordic countries face challenges in this area. To address this problem, sustainable choices should be made more available, affordable, accessible and appealing.


Key messages:

  • Remove obstacles that currently hinder sustainable consumption choices.
  • Support consumers in making informed decisions.
  • Lead by example and actively promote sustainable consumption in public procurement decisions.

What are the challenges?

1. High prices of green products and green investments


Green products and innovations are often more expensive, making them less affordable for lower-income households. If the cost of living increases during the green transition – for example due to climate taxes – low-income households are likely to be harder hit, since they spend a larger share of their income on essentials such as food and energy. 
Many households in the Nordic countries still own energy-intensive assets, such as combustion-engine vehicles, or live in poorly insulated homes. Switching to more sustainable options or making renovations is often expensive and requires an upfront investment that some groups may not be able to afford. As a result, adoption of green technologies and products is often driven by higher-income households, leading to social inequalities.
Høst, J., Lauritzen, F. & Popp, S. (2020). A socially sustainable green transition in the Nordic Region. An analysis of the inequality-creating effects of the green transition and the opportunities to promote a socially sustainable green transition. Nord 2020:056. Copenhagen: Nordic Council of Ministers. Available at: A SOCIALLY SUSTAINABLE GREEN TRANSITION IN THE NORDIC REGION (norden.org).

2. Lack of infrastructure and accessibility


Many areas in the Nordic Region are sparsely populated and lack access to infrastructure for the green transition, such as access to frequent and reliable public transport, recycling stations and charging stations for electric vehicles. That can make it difficult to change transport behaviours and adopt greener lifestyles.
Where green infrastructure and services exist, they are not always accessible to all groups. For example, people with mobility constraints may find it difficult to use public transport, people with disabilities may face problems accessing charging stations for electric vehicles and those who lack digital skills or equipment may not be able to make use of digital solutions. Such accessibility challenges can prevent some groups from taking an active part in the green transition and can increase the risk of marginalisation.

3. Lack of information and greenwashing


According to civil society representatives, there is not enough information about the green transition, its benefits and how everyone can contribute. That can make it difficult to make informed choices and take an active role. Additionally, greenwashing – i.e. companies making misleading statements about the environmental friendliness of their products and services – can create distrust. Furthermore, gender differences remain when it comes to changing consumption behaviours, with research suggesting that women are more likely to adopt greener lifestyles.
There is so much greenwashing. There are no strict legal restrictions on what can be called 'green' and 'sustainable'. Why am I then spending an extra 200 euros if I don’t even know that what I’m buying is actually sustainable?

- Youth representative

What can policymakers do?

1: Take the lead and make green choices available

Ensure ready availability of well-functioning public transport, charging stations for vehicles and recycling stations. Access to public transport and sustainable mobility options needs to be improved, especially in rural and remote areas, to offer a viable alternative to fossil-fuel cars. That could be achieved by investing in fossil-free public transport and introducing demand-responsive transport (DRT), including “last-mile” travel, ridesharing, carsharing and active mobility options like cycling and walking. It could also be achieved by integrating availability of infrastructure for the green transition into urban planning. Moreover, sustainable mobility can be supported by public-sector fleet sharing and by having an integrated scheme for subsidised transport, such as public buses and school, health and disability transport services.
Dick, J., Brand, R., Tovaas, K., Brigsa, S., Bikše, J. & Lapans, A. (2020). A guide to collaborative mobility solutions in rural areas. Stockholm: Nordregio. Available at: A-Guide-to-Collaborative-Mobility-Solutions-in-Rural-Areas.pdf (nordregio.org); ITF. (2021). Innovations for better rural mobility. ITF research reports. Paris: OECD Publishing. Available at: Innovations for Better Rural Mobility (itf-oecd.org).
Nordic governments can play a pivotal role in such fields. By implementing policies, regulations and climate taxes, as well as investing in sustainable infrastructure and green technology innovations, governments can incentivise both businesses and consumers to adopt eco-friendly behaviours. Public procurement is a powerful tool in that regard, as governments can prioritise the purchase of sustainable goods and services, thereby setting a standard for the private sector and pushing for green innovation.
Addison, R., Ottimofiore, G., Caputi, C., Morales, A. & Shankar, H. (2024). Towards the green transition: Stimulating investment and accelerating permits for low emissions infrastructure. OECD working papers on public governance No. 68. Paris: OECD Publishing. Available at: Towards the green transition | OECD; OECD. (2024). Harnessing public procurement for the green transition: Good practices in the OECD countries. OECD public governance reviews. Paris: OECD Publishing. Available at: Harnessing Public Procurement for the Green Transition | OECD.
Outside of Reykjavik public transport doesn't really work. It's one bus a day that gets you to the middle of nowhere. Then you have to have a friend come pick you up and maybe drive a couple of hours.

- Youth representative

2: Make green choices more affordable

Make it cheaper to shift to green consumer choices, for example by reducing taxes on organic vegetables, fruits, legumes and locally produced and seasonal food. That could be combined with higher taxes on food products that are not sustainably produced or transported. Similarly, public transport could be made cheaper by subsidising fares. To combat the ‘use and throw’ culture, taxes on repair and upcycling services could be lowered and options to share and rent products could be promoted. Assess the net effect of such measures on vulnerable households and consider mitigating negative effects by redistributing carbon tax revenue or lowering other taxes (see priority area 3 titled “Assess and mitigate social and regional impacts”).
OECD. (2017). Investing in climate, investing in growth. Paris: OECD Publishing. Available at: Investing in Climate, Investing in Growth | OECD; Lorenzo, F. & Tavoni, M. (2023). How to overcome the short-term costs of the climate transition? The benefits of the green transition. EconPol Forum, 24(6), 7-11. Available at: How to overcome the short-term costs of the climate transition? The benefits of the green transition.
Since investments in green innovation may be expensive, for example buying electric vehicles, installing solar panels or improving home insulation, support for vulnerable social groups in making such investments should be considered to ensure that all can take part and benefit from green innovations.
Why are we taking value added tax on repairs? It's not value adding. You're maintaining. It shouldn't be the same tax as for new products.

- Youth representative

3: Make green services and products accessible

Policymakers should promote a universal design perspective, meaning that developers consider whether places, new products and services can be utilised by all to the greatest extent possible (see also priority area 3 titled “Assess and mitigate social and regional impacts”). It involves identifying obstacles that may hinder people from using or accessing a new green product, service or environment. A universal design perspective can increase the opportunities for people with disabilities, as well as other groups, to fully participate in and benefit from the green transition. The public sector can lead by example and use universal design principles in infrastructure investments, services and state-funded development and innovation schemes.
Centre for Excellence in Universal Design. (n.d.). About universal design. Available at: About Universal Design - Centre for Excellence in Universal Design.
In many cities you can rent cars temporarily, but they aren't accessible to people with disabilities. Can that be improved? Support companies to innovate with these needs in mind.

- Civil society representative

4: Make green choices more appealing

Making sustainable and healthy choices more attractive and appealing is crucial, for example in relation to food. Developing young people’s abilities to prepare tasty and healthy vegetarian dishes and training school chefs in vegetarian cooking are possible steps to promote healthier and more sustainable diets. The public sector can play a significant role, for example by introducing environmental or health requirements in public kitchens or via urban planning by introducing zoning legislation and prohibiting fast food outlets from opening near schools.
Jungsberg, L., Berlina, A. & Ueland, Ø. (2023). Healthy and sustainable food futures: Policy design for behaviour change. Copenhagen: Nordic Council of Ministers. Available at: Healthy and sustainable food futures: Policy design for behaviour change; Jungsberg, L., Berlina, A., Ormstrup Vestergård, L., Guðmundsdóttir, H. & Ueland, Ø. (2024). Policy tools for sustianble and healthy eating: Enabling a food transition in the Nordic countries. Copenhagen: Nordic Council of Ministers. Available at: https://pub.norden.org/nord2024-007/nord2024-007.pdf.
 It is equally important to make green choices more attractive in other fields, for example in relation to clothing, where second-hand/vintage options could be promoted over fast fashion, or in relation to mobility, where urban planning could prioritise the needs of cyclists and pedestrians over car traffic.

5: Educate and spread information

To support consumers in making greener choices, provide sustainability education and information to raise awareness and build competence. Options include making sustainability education part of school curricula and running information campaigns about sustainable choices. Policymakers could also provide information about concrete goals and milestones for the green transition and how the general public can contribute (see also priority area “Develop a vision”).
Páll Jónsson, Ó., Guðmundsson, B., Bergliot Øyehaug, A., Didham, R.J., Wolff, L.-A., Bengtsson, S., Andreasen Lysgaard, J., Gunnarsdóttir, B.S., Árnadóttir, S.M., Rømoen, J., Sund, M., Cockerell, E., Plummer, P. & Brückner, M. (2021). Mapping education for sustainability in the Nordic countries. TemaNord 2021:511. Copenhagen: Nordic Council of Ministers. Available at: temanord2021-511.pdf (norden.org).
 
Labelling is another instrument that helps consumers make informed choices. For example, the Nordic Swan Ecolabel is currently available for 59 product categories and is widely recognised and trusted by consumers.
Nordregio. (2024). Sustainable living hub. Tools and guidelines for key sectors enabling sustainable lifestyle choices. Stockholm: Nordregio. Available at: Sustainable Living Hub.
 Developing a joint Nordic climate food label, inspired by the success of the Keyhole label and the Nordic Nutrition Recommendations, could be an effective way for Nordic countries to assist consumers in choosing more climate-friendly food products.
Jungsberg, L., Berlina, A., Ormstrup Vestergård, L., Guðmundsdóttir, H. & Ueland, Ø. (2024). Policy tools for sustianble and healthy eating: Enabling a food transition in the Nordic countries. Copenhagen: Nordic Council of Ministers. Available at: https://pub.norden.org/nord2024-007/nord2024-007.pdf.
Incorporate sustainability education and environmental awareness into school curricula from an early age. Encourage discussions and activities that foster a sense of environmental responsibility and inspire young people to take an active role in sustainability.

- Youth representative

→ On the next page you will find inspiring examples of how to support green choices

Read more about how to support green choices


Axelsson, K., Piirsalu, E., Nilsson Lewis, A., Kaaret, K. & Torres Morales, E. (2023). Green public procurement: A lever for mitigating European greenhouse gas emissions. Stockholm: Stockholm Environment Institute. Available at: https://www.sei.org/publications/green-procurement-european-greenhouse-emissions/.
Dick, J., Brand, R., Tovaas, K., Brigsa, S., Bikše, J. & Lapans, A. (2020). A guide to collaborative mobility solutions in rural areas. Stockholm: Nordregio. Available at: a-guide-to-collaborative-mobility-solutions-in-rural-areas.pdf (nordregio.org).
Engström, E., Larsson, M., Bradley, K., Dotterud Leiren, M., Ejelöv, E., Finnveden, G., Haugs Langvik, K., Heinonen, J., Larsson, J. & Thøgersen, J. (2024). Policy options for reducing consumption-based emissions – A Nordic survey. TemaNord 2024:545. Copenhagen: Nordic Council of Ministers. Available at: https://pub.norden.org/temanord2024-545/.
Fråne, A., Dahlbom, M., Sanctuary, M., Malmaeus, M., Fjellander, L. & de Jong, A. (2021). Towards sustainable consumption in the Nordic Region. Nord 2021:024. Copenhagen: Nordic Council of Ministers. Available at: Towards sustainable consumption in the Nordic Region (norden.org).
International Transport Forum. (2021). Innovations for better rural mobility, ITF Research Reports. Paris: OECD Publishing. Available at: Innovations for Better Rural Mobility (itf-oecd.org).
Jónsson, Ó.P., Demant-Poort, L., Wolff, L.-A., Clausen, S.W., Walk-Johansson, E., Oras, R. & Gunnarsdóttir, G.J. (2024). Sustainability education in the Nordic countries. Nord 2024:038. Copenhagen: Nordic Council of Ministers. Available at: Sustainability Education in the Nordic Countries.
Jungsberg, L., Berlina, A. & Ueland, Ø. (2023). Healthy and sustainable food futures: Policy design for behaviour change. Nord2023:016. Copenhagen: Nordic Council of Ministers. Available at: nord2023-016.pdf (norden.org).
Jungsberg, L., Berlina, A., Ormstrup Vestergård, L., Guðmundsdóttir, H. & Ueland, Ø. (2024). Policy tools for sustainable and healthy eating: Enabling a food transition in the Nordic countries. Nord2024:007. Copenhagen: Nordic Council of Ministers. Available at: Policy tools for sustainable and healthy eating: Enabling a food transition in the Nordic countries (norden.org).
Nordic Council of Ministers. (2021). Sustainable public procurement and the Sustainable Development Goals. Copenhagen: Nordic Council of Ministers. Available at: https://norden.diva-portal.org/smash/get/diva2:1554600/FULLTEXT01.pdf.
Nordregio. (2024). Sustainable living hub. Tools and guidelines for key sectors enabling sustainable lifestyle choices. Stockholm: Nordregio. Available at: Sustainable Living Hub.
Sand, J. (2022). Climate, gender and consumption. A research overview of gender perspectives on sustainable lifestyles. TemaNord 2022:553. Copenhagen: Nordic Council of Ministers. Available at: temanord2022-553.pdf (norden.org).
Wikström, F., Williams, H., Samuelsson, P. & Jagstedt, S. (2024). Breaking barriers: Empowering effective food waste solutions in the Nordic countries. Copenhagen: Nordic Council of Ministers. Available at: Breaking Barriers: Empowering Effective Food Waste Solutions in the Nordic Countries.
Nordregio I www.nordregio.org/publications