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The seven faces of consumer sustainability, and what they mean for brands

Author

Listed:
  • Baker, Nick

    (Savanta, UK)

Abstract

Sustainability is still a driving force behind the marketing approach taken by many brands. There are, however, risks associated with perceptions of ‘greenwashing’ and a potential failure to understand the attitudes and behaviours behind consumer behaviour in this area — in particular, the ‘say-do’ gap. This pertains to what people think about sustainability and how it actually affects their buying patterns. This paper analyses the findings from an extensive study of more than 12,000 adults in the USA, Canada and UK to identify seven consumer segments characterised by personas that identify their thinking and buying behaviours across a number of important consumer product and service categories. It thereby offers marketers new insight into how the nuances of these personas can inform future campaigns developed around sustainability.

Suggested Citation

  • Baker, Nick, 2023. "The seven faces of consumer sustainability, and what they mean for brands," Journal of Brand Strategy, Henry Stewart Publications, vol. 12(2), pages 139-154, September.
    • Handle: RePEc:aza:jbs000:y:2023:v:12:i:2:p:139-154
    as

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    More about this item

    Keywords

    sustainability; corporate social responsibility; research;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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