Interchange Blog
Consumer choice and the eco-social “externalities” of coal (part one)
It is quite common for the end-user of a commodity to have no idea where the good was actually produced, never mind how it got from point A to point B. But some consumers might prefer to get their vegetables them from a local farmers’ market, instead of the supermarket. A person might want to support a business because they have received exceptional service there in the past; or, because they know the signature dish is made with the freshest local ingredients. The global commodities market has separated the consumer and the producer across both time and space. Goods can be shipped all the way around the globe and many can be stored away for future use/sale. When consumers do not see where the good is produced, how it is produced, and the byproducts of that production, they are less likely to alter their own spending habits so that they align with their values. The global economy lives and dies at the level of uncertainty a consumer will accept before choosing to not buy a good. Coal may be less expensive in terms of how much you pay every month for electricity, but those bills do not accurately reflect all of the electricity’s costs, or what economists like to call, “externalities,” like sulfur dioxide, mercury, carbon dioxide, or even dead miners.
The globalized trade of products like gold, bananas, pork-bellies, sugar and wheat, to name a few, creates a market where consumers do not know where the good was actually grown, mined, plucked, or processed. Not only that, but it may not be so easy to buy something even though it is all around you (as my search for locally-grown soybeans proved). Why does this matter? It all boils down to consumer choice. On one hand, the modern globalized economy consists of consumers that are primarily concerned with getting a given commodity for the best price possible. On the other hand, some consumers may want something other than the cheapest available good.
There are some consumers who will want to weigh such variables as the ecological sustainability of a good and the process of manufacturing it; human rights records in the country the good is produced; workplace health and safety records; environmental practices, or any of a number of non-monetary variables. Consumers who choose to shop with their conscience are faced with tough choices every day, and they usually go something like this: Pay more for a product because it is organically grown, or fair-trade certified and feel better about how your money affects the larger social, ecological and political climate, or, pay less for virtually the same product and spend the difference on something else you wanted.
As consumers, we are constantly being bombarded with choices that can challenge the strength and conviction of our beliefs. Most of the choices seem minute, but depending on how loud that little voice inside your head shouts, other choices may present some rather sticky cognitive dissonance at an uncomfortable level. Don’t believe me? What is the first thing you think of when you are faced with the ubiquitous ‘paper or plastic?’ Concerned about the consequences of all that Styrofoam, do you calculate differences in total resource depletion when asked ‘dine-in or carry-out?’ Do you buy organic or conventional fruits and vegetables? always? why? why not? Do you buy your gas at Exxon/Mobil or BioWillie? do you care? Would you like a Budweiser or a Fat Tire? Do you prefer Starbucks, the coffee cart, or your French press? Would you rather go to to WALMART or ALMART? Would you choose fresh, crisp apples from New Zealand or last autumn’s apples from upstate? Would you like bananas that were grown by a company that pays extortion money to violent crime syndicates? or would you rather have no bananas at all?
As electricity consumers, we have no way of determining exactly where the electricity that powers our homes and businesses is generated. Unless you live off the grid or you’ve got the ability to completely disconnect from the grid and generate your own electricity, you cannot distinguish between an electron generated from coal and one generated from wind, natural gas, solar, hydro, or any other source. We can determine the probability that our electricity is of a specific mix, but that is about it. Electricity consumers also often lack any specific knowledge of when electricity is expensive and when it is cheap; we generally know that electricity is more expensive in the morning and in the evening but most of us do not have the ability to monitor those price fluctuations and act accordingly. However, as the issues of energy use and its relationship to climate change are achieving greater acceptance among the general public, consumers want more control over how the energy they consume is produced and how they consume energy. People would be much more interested in the production cost of coal if they were paying the actual cost of coal-fired electricity. Energy generated from “traditional” fossil fuels is only cost-effective because the formula used to determine those costs omits too many of the social and ecological externalities of production.