Most of what we know about sustainable consumerism is based on surveys, which are good indicators of attitudes but lousy predictors of behaviours. It appears that, on average, consumers will pay a 10% premium for sustainability, and demand a greater discount for ‘unsustainability.’ They will not trade off functionality. Managers can design the marketing context and messaging carefully to promote sustainable consumerism. Researchers should cease conducting surveys on consumer attitudes and intentions.
This Research Insight is based on the Systematic Review "Socially Conscious Consumerism: A Systematic Review. Network for Business Sustainability Knowledge Project Series" by Cotte, June, & Trudel, Remi.