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What does the notion of ‘sustainability’ mean in the minds of consumers?

When a company claims to be ‘sustainable’ consumers feels this relates to ‘circularity’ and ‘naturalness’ and/or ‘social equality’ commitments, according to new research by Vlerick Business School.

Companies can benefit from actively including the operational indicators behind these associative concepts in brand positioning & marketing communication efforts towards consumers. The research reveals 19 elements that consumers associate with sustainability. These are bundled under three factor components based on the results of an exploratory and confirmatory factor analysis on the data collected.

‘Circularity’ bundles the associative elements in consumer minds that relate to avoiding exhausting natural resources and re-using materials (e.g., ‘circular economy initiatives’, ‘recycling programs’, ‘restoration/replenishment of natural resources’).

‘Naturalness’ bundles elements related to the use of non-artificial production methods and resulting products. Examples are ‘no chemicals in production’, ‘no pesticides for vegetables’, ‘no production of GMOs’.

‘Social equality’, finally, bundles elements that relate to the need to ‘care for people’. Examples are ‘gender equality’, ‘fair wages’ or ‘good labour conditions’.

These findings come from research conducted by Frank Goedertier, Professor of Marketing at Vlerick Business School, together with his co-authors, Joeri Van den Bergh, from Human8 and Vlerick Business School, and Bert Weijters and Ole Schacht, both from Ghent University. The researchers wanted to understand what operational associations (in terms of hands-on practices) are triggered in the minds of consumers when a brand claims to be ‘sustainable’.

To do so, the researchers surveyed over 5,500 consumers, across seven different developed countries: France, the UK, Germany, Belgium, Sweden, the Netherlands and Australia in two data collection waves. 19 separate hands-on practices were identified, as well as the extent to which consumers associate these with the ‘sustainability’ notion. The researchers grouped these into three categories (social equality, circularity and naturalness). An extensive literature analysis preceded the survey data collections.

“Sustainability is being increasingly proposed as an overarching goal for transforming the way we live, work, and consume, and more and more consumers want to purchase from brands that they know are sustainable in their practices”, said Goedertier. “However, it is unclear what hands-on practices consumers actually associate with (or expect from) a brand that claims to be ‘sustainable’. Our findings reveal specific notions that can allow companies to position their brands on sustainability in a way that reflects the hands-on practices and aspects consumers associate with it.”.

The researchers say that the findings are particularly interesting as previous literature focuses on separating both social and environmental factors when it comes to sustainability. In this study, consumers clearly group both together when it comes to identifying a sustainable brand.

By shedding light on how consumers view sustainability, the researchers hope that the findings will help companies generate more impactful and consumer-relevant sustainability communication and actions – highlighting the key areas consumers view as sustainable indicators.

Do you specialise in Online Strategy? We want to hear from you!

Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in December we’ll be focussing on Online Strategy solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Online Strategy and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Kerry Naumburger on k.naumburger@forumevents.co.uk.

Dec – Online Strategy
Jan 2024 – Content Management
Feb 2024 – Lead Generation & Tracking
Mar 2024 – Email Marketing
April 2024 – Digital Printing
May 2024 – Social Media
Jun 2024 – Brand Monitoring
July 2024 – Web Analytics
Aug 2024 – Conversion Rate Optimisation
Sept 2024 – Digital Signage
Oct 2024 – Brochure Printing
Nov 2024 – Creative & Design

Do you provide Brand Monitoring services? We want to hear from you!

Each month on Digital Marketing Briefing we’ll be shining the spotlight on different parts of the print and marketing sectors – and in July we’ll be focussing on Brand Monitoring solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Brand Monitoring and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Lisa Carter on lisa.carter@mimrammedia.com.

Here are the areas we’ll be covering, month by month:

July – Brand Monitoring

August – Web Analytics

September – Conversion Rate Optimisation

October – Lead Generation & Tracking

November – Brochure Printing

December – Creative & Design

For more information on any of the above topics, contact Lisa Carter on lisa.carter@mimrammedia.com.