December 23, 2024
Eyes4Research
In the current marketplace, sustainability has significantly influenced consumer behavior. From eco-friendly packing to ethically sourced products, brands are responding to the growing demand for greener options. Consumers, especially younger generations like Millennials and Gen Z, are embracing sustainable shopping not only as a way to reduce environmental harm but as a statement about their values. However, the motivations behind the trend are far more complex than they might appear on the surface.
While “buying green” seems like an obvious choice because it feels good, a deeper look reveals that it differs from other purchasing decisions. Unlike typical purchases, the benefits of buying green often extend beyond the individual to third parties– communities, the planet, animals, and future generations. In this sense, the reward for the consumer comes in the form of a civic and emotional payoff: social responsibility, community pride, and a sense of contributing to broader causes.
This phenomenon aligns with what’s known as the Generalized Exchange Model, which identifies four key factors driving attitudes toward green behaviors:
In simple terms, buying green feels good because it benefits others– and, in doing so, reinforces the buyer’s values and image.
According to an Eyes4Research study, consumer attitudes toward sustainability are both passionate and conflicted:
However, when sustainability comes at a personal cost, this passion diminishes. For instance:
The Disconnect Between Attitude and Action
While consumers express concern about environmental issues, their behaviors often reflect a reluctance to make significant personal sacrifices. Additional findings highlight this inconsistency:
What all of this contradicting data reveals, again using qualifying analytics, is that respondents are interested in satisfaction under the Generalized Exchange Model, but aren’t exactly personally (directly) vested in it.
(It should be noted that the study scarcely touched on organic/non-GMO foods, as those have perceived direct benefits to consumers.)
There is nothing aberrant about this type of consumer behavior. The Social Exchange Model is employed widely in society, such as in volunteering, military service, political activism, and others. What is important to understand is the third-party reason consumers buy green. As far as market research goes, Rudly Raphael concluded:
Green behaviors can be influenced by a variety of variables: community benefits, social responsibility, performance effectiveness of the green behaviors, attitudes, and social rewards. All of these variables can be strengthened through promotion, especially advertising. Attitudes can be changed directly by using a spokesperson who is highly regarded by the target market.
Perception of social rewards can be increased by showing people being praised by others for their environmentally-friendly behaviors. Perceived community benefits can increased through informational advertising showing how the community gains from green behaviors. Perceived performance can be increased by providing information on how green products and services impact the environmental aspects people care about.
Some may see this as an exploitation of guilt paired with ignorance. Yet guilt and ignorance have never been roadblocks to market research, and often tools of it—for better or worse
In this case, as the planet, animals, and future generations benefit from this, it seems to be for the better.Read more about sustainability and the latest consumer trends on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our online panels are made up of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty online panels here.