Lecture 8: Sustainable Consumer Behavior in Context
Introduction
This lecture builds on our understanding of sustainable consumption by exploring it within
specific contexts. The focus is on how context shapes sustainability behavior among
consumers and the varying sustainability impacts of lifestyles across different countries.
These insights have critical implications for marketing strategies and the promotion of
sustainable choices.
Learning Outcomes
By the end of this lecture, you will be able to:
1. Understand the role that context plays in shaping sustainability behaviors among
consumers.
2. Appreciate the differences in sustainability impacts stemming from various lifestyles
across countries and explore the implications for sustainability and marketing.
Key Topics and Insights
1. Sustainable Purchases
Traditionally, sustainability marketing sought to identify “green consumers” who consistently
and intentionally choose sustainable products. However, research suggests this approach is
limited. The focus should shift to understanding the context of individual purchases, as these
contexts often dictate consumer behavior.
The Sustainable Purchase Perception Matrix provides insights into why consumers do or
do not choose sustainable options. Two key factors influence these decisions:
Costs and Benefits: Consumers evaluate the financial, time, effort, and psychological
costs associated with a purchase. They are more likely to act sustainably when the
perceived compromise is minimal.
Consumer Effectiveness: Consumers’ belief in the significance of sustainability
issues, the efficacy of available solutions, and the impact of their choices plays a
crucial role.
The matrix categorizes purchases into four quadrants:
1. Win-Win: High consumer confidence and low compromise. For example, energy-
efficient appliances like refrigerators provide economic and environmental benefits
without added effort or cost.
2. Feel-Good: High confidence but high compromise. Ethical products, such as those
offered by The Body Shop, often require a financial premium but appeal to
consumers’ values.
3. Why Not?: Low confidence but low compromise. Products like recycled paper are
easy to adopt but do not inspire significant belief in their sustainability impact.
4. Why Bother?: Low confidence and high compromise. Early electric cars faced
challenges in this category due to high costs and logistical complexities like
recharging.
Additionally, the context of a purchase significantly affects behavior. The value of a product,
its visibility, the reason for purchase, and the location all influence whether consumers
prioritize sustainability. For example, fair-trade coffee succeeds because of its social
visibility, whereas less visible items like sugar or dried fruit struggle to gain traction.
2. Lifestyles and Sustainable Consumption
While marketing traditionally views consumers as individuals, a more accurate approach
considers the influence of households and lifestyles. Most consumption occurs within homes,
influenced by factors such as household management, energy use, and travel habits. This
broader perspective leads to the concept of sustainability-oriented lifestyles.
One prominent framework is the Lifestyles of Health and Sustainability (LOHAS) market.
Emerging in 1999, LOHAS represents a growing segment of consumers committed to
sustainable and healthy living. In the U.S., approximately 20% of consumers identify with
LOHAS principles, creating a $290 billion market for sustainability-oriented companies.
LOHAS consumers exhibit distinct characteristics:
Engaged and Vigilant: They scrutinize product details and the ethical practices of
brands.
Influential: They actively promote brands they support, often influencing friends and
communities.
Holistic Thinkers: They understand the interconnectedness of their choices with
broader sustainability issues.
Active Online Presence: They use digital platforms to research, review, and discuss
sustainable products.
3. The Sustainable Living Movement
The movement towards sustainable living emphasizes lifestyle changes rather than individual
purchases. Publications like The Green Living Handbook and Urban Homesteading encourage
self-sufficiency, such as growing food and repairing items. Interactive tools, like the online
game Consumer Consequences, help individuals evaluate and improve their sustainability
practices. These resources illustrate a shift from consumer-focused sustainability to a broader
lifestyle approach.
4. Voluntary Simplicity
Voluntary simplicity represents the extreme end of sustainability lifestyles, emphasizing
minimalism and self-reliance. Key principles include:
Material Simplicity: Reducing consumption and choosing durable, efficient products.
Human Scale: Supporting local and community-oriented production.
Self-Determination: Reducing reliance on global systems and increasing self-
sufficiency.
Ecological Awareness: Conserving resources through recycling and waste reduction.
Personal Growth: Prioritizing experiences, skill development, and satisfaction over
material goods.
The trend of “downshifting” aligns with voluntary simplicity, where individuals choose less
demanding jobs to prioritize quality of life over consumption. This lifestyle offers a
counterpoint to the “hedonic treadmill” of relentless work and spending.
5. Households as Context
Household composition significantly impacts sustainability. Shared living arrangements, such
as multi-person households, are more environmentally efficient than single-person homes.
However, trends in developed countries, such as increasing single-person households due to
aging populations and rising divorce rates, pose challenges. These shifts increase energy use
and social isolation, highlighting the need for policies that encourage shared living
arrangements for environmental and social benefits.
6. Guilt and Sustainability
Findings from the Green Deck Survey reveal a strong correlation between guilt and
sustainable lifestyles. Consumers in developing nations like India, China, and Brazil report
higher guilt about unsustainable behaviors and demonstrate more sustainable habits.
Conversely, consumers in developed nations, such as the U.S. and Canada, display less guilt,
likely due to normalized high consumption levels.
Interestingly, there is a growing sense of shared responsibility for addressing sustainability
challenges. While marketing traditionally positions consumers as sovereign decision-makers
with rights, this research suggests consumers increasingly accept responsibilities for
addressing issues like climate change. This shift offers new opportunities to engage
consumers in adopting sustainable lifestyles and purchases.
Conclusion
Understanding sustainable consumption requires a nuanced approach that considers the
influence of context, lifestyle, and household dynamics. Moving beyond the outdated focus on
individual "green consumers," marketers and policymakers must engage with the complexities
of sustainable lifestyles to drive meaningful change. Through targeted strategies and shared
responsibility, a more sustainable future is achievable.
