'I prefer 30°'?: Business strategies for influencing consumer laundry practices to reduce carbon emissions

The paper concludes that, in spite of considerable efforts and resources, these business initiatives have not resulted in the intended level of change in consumer practice that would deliver significant emissions reductions. Consumption emissions from households are a result of interdependent systems of provision, technologies and infrastructure, so stronger actions by business to influence consumer practices as well as further regulatory drivers are likely to be needed to deliver stricter emission reduction targets. This research contributes to the field of sustainable consumption through bringing together a coevolutionary framework with theories of business model innovation and social practices, in order to analyse whole systems of competing businesses' strategies in context with technologies, institutions and ecosystems.