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The many faces of sustainability-conscious consumers : A category-independent typology

  • Responding to the global call for a “sustainable economy” requires meaningful insights into sustainability-conscious consumers and their actual buying behaviors. Sustainable consumption is not an all-or-nothing phenomenon because it encompasses several distinct behavioral patterns and consumption types. Therefore, companies are well advised to recognize multiple types of sustainability-conscious consumers with different expectations, attitudes, and values and to implement targeting strategies that do not rest on the assumption of homogeneity. Thus, the objective of this study is to provide a more fine-grained picture of (un)sustainable consumer segments and their differentiated effects in different product markets. Based on three large datasets, we create a robust six-segment typology of consumer consciousness regarding sustainable consumption. By using panel data on actual purchases, the results show not only that sustainability concerns significantly positively influence actual sustainable purchases, as expected, but also that sustainable buying can occur independently of sustainability concerns.

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Document Type:Article
Author:Anja WeberORCiD, Ingo Balderjahn, Mathias Peyer, Barbara Seegebarth, Klaus-Peter Wiedmann
Chairs and Professorships:Chair of Marketing Management and Sustainability
Parent Title (English):Journal of Business Research
Place of publication:Amsterdam
Year of Completion:2018
First Page:83
Last Page:93
Content Focus:Academic Audience
Peer Reviewed:Yes
Rankings:VHB Ranking / B
Licence (German):License LogoUrheberrechtlich geschützt