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Marketing Letters
Published in:

16-10-2023

What does sustainability mean in the minds of consumers? A multi-country panel study

Authors: Frank Goedertier, Bert Weijters, Joeri Van den Bergh, Ole Schacht

Published in: Marketing Letters | Issue 2/2024

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Abstract

The study investigates how consumers perceive sustainability, identifying 19 operational elements such as fair wages, reduction of CO2 emissions, and recycling programs. Through a cross-national survey, it examines the extent to which consumers associate these elements with sustainability and groups them into a 3-dimensional structure. The findings, validated across seven countries, offer practical advice for more nuanced and effective communication about sustainability. The research contributes to both academic understanding and practical application of sustainability concepts, bridging the gap between consumer perceptions and business strategies.
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Appendix
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Metadata
Title
What does sustainability mean in the minds of consumers? A multi-country panel study
Authors
Frank Goedertier
Bert Weijters
Joeri Van den Bergh
Ole Schacht
Publication date
16-10-2023
Publisher
Springer US
Published in
Marketing Letters / Issue 2/2024
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-023-09699-y

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