The NU savings programme is an incentive system for sustainable purchasing behaviour by consumers. ‘Sustainable’ is taken in the broadest sense: environmentally friendly and low on energy use, but also friendly towards humans and animals, and with regard to solidarity, social issues and quality of life. The system is primarily aimed at changing people’s behaviour, and to a lesser extent at changing their mentality. The NU savings programme promotes sustainability: . consumers are given a new way of looking at sustainable behaviour; .   consumers are informed about sustainable products and sustainable behaviour; .   the visibility of the range of sustainable products in shops is improved; .   the market share of sustainable products is increased; .   sustainability becomes a more integral part of the way producers, suppliers, retailers and consumers think. From May 2002 to January 2004 on, experiences were gained with the NU card scheme in Rotterdam. Read the full chapter as pdf-file and take a look at the former website of NU-spaarpas Rotterdam to get animpression of the of the incentive card scheme. top