Sustainable Consumption in Finland.
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Sustainable Consumption in Finland.
INTRODUCTION
This study describes eight distinct sorts of sustainable customers and their future scenarios. We profiled customers based on intrinsic, extrinsic, and egoistic/altruistic motivations. We used the Structure of Motivation for Sustainable Choices, based on Triandis’ Theory of Interpersonal Behaviour (1977).
Mixed approaches were used to analyse both qualitative (n = 37) and quantitative data (n = 1023). Consumer profiles included Uncompromising, Autocrats, Curious, Ambitious, Bystanders, Devoted, Caretakers, and Dreamers. All consumer groups confirmed their commitment to sustainable consumption practices.
The Devoted and Uncompromising are consumers who are mindful of the implications of their actions. These customers are driven by both altruism and intrinsic motivation. In marketing and product design, it’s important to prioritise quality over price for intrinsically motivated consumers.
Extrinsically motivated customers (Caretakers, Dreamers, and Bystanders) make up 53.5% of Finnish consumers. They have significant potential for social change as they can be affected in various ways.
The product or service that appeals to several consumer groups combines both egoistic and altruistic benefits. Locally grown organic veggies benefit the community, promote public health, preserve biodiversity, and contribute to global food security.
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