Sustainable Consumer Behavior

Consumers are more likely to make sustainable choices when financial, time, effort or psychological cost is perceived as minimal. They also need to believe in the significance of sustainability issues, the effectiveness of solutions and the impact of their choices.

Categories purchases based on consumer confidence in sustainability impact and the perceived cost of choosing the sustainable option.

A category in the Sustainable Purchase Perception Matrix where both consumer confidence and perceived cost are low. These purchases are easy to adopt but might not have a significant sustainability impact.

A category in the Sustainable Purchase Perception Matrix where consumer confidence is high but perceived cost is low. These purchases have economic and environmental benefits without extra effort or cost.

A category in the Sustainable Purchase Perception Matrix where consumer confidence is high, but perceived cost is high. These purchases might be more expensive but align with consumers' values.

A category in the Sustainable Purchase Perception Matrix where consumer confidence and perceived cost are both low. These choices are perceived as a hassle with unclear benefits.

Focuses on understanding the context of individual purchases rather than identifying a specific "green consumer" segment.

Various lifestyles across different countries have varying impacts on sustainability. These differences are influenced by social, economic, and cultural factors.

The context in which a product is purchased, including its value, visibility, reason for purchase, and location, influences whether consumers prioritize sustainability.

This market segment emphasizes healthy and sustainable living, representing a significant group of consumers who prioritize ethical and sustainable practices.

Focuses on changing lifestyle choices rather than individual purchases, promoting self-sufficiency and ecological responsibility.

A philosophy advocating for reduced consumption, durable and efficient products, and increased self-reliance.

These consumers are actively involved in researching and evaluating brands, promoting those they support, and influencing their communities.

This framework includes elements of household management, energy use, and travel habits, highlighting how these factors impact sustainability.

The movement emphasizes minimalist living, focusing on self-reliance and reducing consumption.

This aspect of voluntary simplicity focuses on choosing products that are built to last and efficiently use resources.

A lifestyle that prioritizes experiences, skill development, and overall well-being over material possessions.

A conscious decision to live a simpler life with less emphasis on work and consumption.

The tendency to continually seek more pleasure and satisfaction through increased consumption.

Shared living arrangements, like multi-person households, are more environmentally friendly than single-person homes.

The feeling of guilt associated with unsustainable behaviors, often leading to a greater desire to adopt more sustainable practices.

Individuals are increasingly accepting responsibility for addressing environmental challenges like climate change.

The practice of reducing reliance on global systems and increasing self-sufficiency.

A strategic shift away from solely focusing on individual 'green consumers' to understanding the complex factors shaping sustainable lifestyles.