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evidensia

Segmentation of consumers based on awareness, attitudes and use of sustainability labels in the purchase of commonly used products

Empirical study
Journal article

Published April 2023.

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Research Focus

Sustainability Approaches:

Public or quasi-public sustainability standards
Supply chain investment programs
Voluntary Sustainability Standards

Sustainability Tools:

Agriculture Biologique
B Corporation
Demeter International
+ 7

Sustainability Issues:

Consumers and supply chains

Outcomes of Interest:

Consumer preferences
Ethical labelling
Sustainability Claims

Sectors:

Agriculture
Consumer products
Electronics
+ 3

Sustainable Development Goals:

SDG 12 - Responsible Production and Consumption
SDG 15 - Life on Land
Region/Country:

Geographies:

Europe

Countries:

Spain

Summary

This paper aims to identify segments of Spanish consumers based on their awareness, attitudes and use of 28 certified sustainability labels linked to eight categories of common household products (food, clothing, paper and wood, cosmetics, electrical appliances, energy, computing and multi-sector). It characterises the segments identified based on their environmental concern and socio-demographic characteristics. Data was collected from a survey study carried out with a sample of 3000 participants and the latent class analysis revealed seven typologies: experts, convinced, interested, moderate, sceptical, neutral and unmotivated. The sectors in which a greater use of labels was appreciated were electrical, computing, and paper and wood. Young women with a high level of education and more environmental awareness were the most effective consumers when using certifications. The report concludes that sustainability labels do not provide added value for around half of Spanish consumers, who would benefit from measures such as legislative improvements, far-reaching advertising campaigns or high-order label systems to simplify the information on the packaging of the products.

Summary by Evidensia Team

Research detail

Segmentation of consumers based on awareness, attitudes and use of sustainability labels in the purchase of commonly used products

Empirical study
Journal article

Published April 2023. Authored by Vázquez, J-L.,Lanero, A.,García, J. A.,Moraño, X.

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