The NU card scheme distinguishes three categories of consumers: active, passive and uninterested consumers. Active consumers, estimated to constitute 20 percent of the population, are motivated and environmental considerations are often a deciding factor when purchasing. These consumers independently and actively seek out information about sustainability, and to a certain extent are willing to pay more. These active consumers are the first to be reached by the NU card scheme. However, they are not the group upon which the NU card scheme primarily focuses, though progress can be made here too. For uninterested consumers sustainability information does not play a conscious role in the purchasing process. Part of this group will be indifferent towards sustainability, while another part – a small group – will explicitly reject it. The NU card scheme is primarily an incentive system for the group of passive consumers between these two extremes, an estimated 55% of the population. For this group, the environment is not a priority. Although they are generally receptive to the sustainability message, they tend to wait and see how the proposed solutions are put into practice. With this group, the NU savings card can. The NU card scheme negates many of the reasons that traditionally prevent passive consumers from making sustainable purchases. The practical approach of making up a list of sustainable criteria allows consumers to save points by purchasing more everyday products too. Read the full chapter as pdf-file top