In a world where climate change is increasingly apparent, we all encounter people who are changing their behavior to help protect the environment: People who cycle to work to avoid consuming fuel, carry their own cutlery to avoid using disposable plastic forks, or hang onto their recyclable waste, bypassing trash cans until they can find a proper place to recycle it.
How Brands Can Sell to Environmentally Conscious Nonconsumers
There is an undeniable gap between what consumers say they want and what they are actually putting in their baskets.
June 05, 2023
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Summary.
New research into how consumer attitudes about climate change affect their behavior and purchasing habits find that the largest segment is “Conscious Non-consumers” — that is, people who have changed their behavior to help the environment, but are not purchasing environmentally friendly products. For companies selling these products, reaching this segment of consumers can be a source of profits and impact. The research finds specific barriers that prevent this group from making sustainable purchases — and corresponding strategies to help overcome those barriers.