Consumption Styles - A Household Exploration of the Conditions, Opportunities and Limitations Pertaining to Sustainable Consumer Behaviour

The study makes a contribution to the development of sustainable consumption patterns. In so doing, the main thrust of the research lies in an empirical investigation into consumer behaviour in private households and the establishment of strategies which will promote sustainable consumption patterns.

With regard to the promotion of such sustainable (production and) consumption patterns, the study will draw up an empirically corroborated target group concept as well as target-group-specific strategies.

Design of the Study:

As a first step in this piece of work, the dominant consumer trends in 15 key areas of need relating to domestic consumption were established. In addition, trends in environmental orientation and purchasing behaviour (with reference to specific consumer articles) within German households over a period of ten years were described.

A second step of the study was an empirical survey of 100 households, which were selected so that they were representative from a demographic, geographical and lifestyle-related standpoint, to establish typical consumer styles within German households. To this end, the lifestyle and consumer orientations of respondents were ascertained by way of open interviews. In addition, use was made of a standardised questionnaire to record the key characteristics of the extent to which respondents were provided with consumer goods, together with indicators of their consumer behaviour relating to 15 key areas of household consumption. On the basis of this information it was possible to identify 10 "consumer types" whose key consumer and lifestyle orientations as well as their consumer behaviour were then depicted as consumer styles. This typology clearly demonstrates typical patterns of consumer behaviour within German households, with the help of which the variability and typicality of user profiles becomes apparent.

As a third step in this piece of work, this consumer style typology was used to evaluate the range of advice offered by a consumer advice agency (the North Rhine-Westphalia Consumer Advice Service) with regard to its target group accuracy. This evaluation was conducted in the fields of advice concerning nutrition, the environment, and energy in two Advice Centres and looked at written advice materials together with oral and action-orientated forms of advice. In addition, the way the Advice Institution viewed itself from a conceptional and strategic angle in drawing up possible target group strategies was examined. Finally, together with the Advice Workers from the Advice Centres, opportunities for optimising the promotion of sustainable consumption patterns were developed.

As a fourth step in this piece of work, the 10 consumer styles were combined to form four key target groups, and related ecologisation strategies for sustainable consumption (namely new ranges of products or services as well as new forms of use and consumer behaviour) were developed. These "ecologisation strategies" were reviewed using group discussion. The result of the group discussions is empirically corroborated recommendations for target-group-specific ecologisation strategies.

For the results please contact Dr. Irmgard Schultz, (schultz@isoe.de)

In conclusion, the general insights which the study has demonstrated in relation to the opportunities for promoting sustainable consumption patterns are brought together in 10 hypotheses.

10 Hypotheses

In conclusion, the general insights which the study has demonstrated in relation to the opportunities for promoting sustainable consumption patterns are brought together in 10 hypotheses:

On the one hand there is a "downward trend" in environmental orientation. This downward trend above all refers to eco-morality as a way of looking at the world. On the other hand one can detect "upward trends" specific to areas of consumption which above all concern the areas of nutrition and building and living, in which identified ecological criteria are in demand. However, the strong fascination with cars is intact right across all the target groups.
Target-group-specific ecologisation strategies - namely target-group-specific communication strategies which aim towards a change in behaviour relating to purchase and usage - can promote sustainable consumption patterns when they are combined with new, sustainable ranges of consumer articles.
In communication strategies, the generalised and unspecific use of the label "eco" is to be avoided. There is clearly a resistant attitude to the term "eco", a resistance with reference to environmental orientation as a way of looking at the world or to generalised, unspecific claims about environmental benefit.
On the other hand, concrete criteria which specify ways of relieving the strain on the environment do not fall victim to ideological suspicion and are taken notice of. A concrete mark of quality relating to a product/service on offer which contributes to relieving the strain on the environment is, as ever, a positioning argument in the market.
Criteria for relieving the strain on the environment have all the more chance of being accepted the more precisely they link into everyday experiences. The appeal of target-group-specific motive alliances breaks down emotional inhibitions.
Sustainability and responsibility for future generations are linked to attitudes which espouse conservative values, and which are especially present among privileged people. This target group, which shows the highest household consumption of natural resources, is definitely amenable to this, but up to now has been insufficiently addressed with regard to a sustainable model of consumer behaviour.
Family households with children up to the age of 6 are particularly open to sustainable consumer products/services and behaviour patterns.
In contrast to the identified consumer styles and target groups, women frequently show stronger environmental orientations if environmental orientation is related not to technical knowledge but to everyday behaviour. (However, this doesn't mean that all women are more environmentally orientated than men).
Through the example of attitudes to refuse (canned beer), the study also shows the limits of target-group-specific ecologisation strategies. Here there is a lack of political guidelines and/or agreement among manufacturers which can create transparency and certainty about the path that is being followed.
To summarise, it can be established on the basis of the empirical research that there is still clear potential for the further development of sustainable consumption patterns.

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