How psychological levers can help sustainable consumption achieve a breakthrough!

How psychological levers can help sustainable consumption achieve a breakthrough!

Sustainability is very important, but good intentions are often not easily translated into actions. A recent conversation with a colleague who researches the topic of sustainability made it clear how big it isAttitude-behavior gapreally is. Many people support sustainable practices, but often act in the opposite way. This raises the exciting question of how marketing can effectively help steer our behavior towards more sustainable consumption. As Absatzwirtschaft reports, an extensive study by Katherine White's research team shows that there are various psychological levers to promote sustainable behavior.

The study has the so-calledShift frameworkdeveloped that includes five central levers:

• Sozialer Einfluss
• Gewohnheitsbildung
• Selbstbild
• Emotionen und Kognition
• Greifbarkeit

. People tend to consume more sustainably when they see that those around them are doing the same. A wonderful example is solar panels, which act as a symbol of an increasingly strong social norm in neighborhoods. Marketing can act as a means of communication by emphasizing social norms, for example by referring to reusable packaging.

The consumer challenge

Despite all positive approaches, companies and consumers have to struggle with hurdles, as the NIM shows. Many consumers are willing to pay more for sustainably produced products, but at the same time they expect transparent information about their origin and manufacturing processes. ThisAmbiguityabout the actual strength of their own preferences can lead to sometimes instinctive behavior that does not easily align with their own attitudes. The researchers identify four main reasons why this gap exists: social desirability, unconscious choices, trade-offs between short-term benefits and long-term sustainability considerations, and distrust of manufacturers' claims.

The latter in particular is a problem that should not be underestimated.Greenwashingand a lack of transparency in supply chains contribute to consumers becoming suspicious. To close this gap between attitudes and behavior, building trust is crucial. Credible sustainability promises could contribute to this, as previous experiments show. These suggest that willingness to pay more for sustainable products increases when buyers are confident that their decision will have a positive impact.

Tips for sustainable consumption

The consumer survey by Statista highlights the discrepancy between consumers' stated beliefs and their actual purchasing behavior. Although many people attach importance to criteria such as sustainability, it is often just pleasant-sounding words. The survey summarizes which aspects are important for consumers when purchasing food and where the actual implementation is lacking.

To bridge the gap and integrate sustainability into daily life, actions such as tangible benefits like “clean water in your city” could provide powerful motivation. Marketing campaigns should also appeal emotionally and emphasize a sense of belonging in order to combine a positive experience with sustainable consumption. Ultimately, sustainability should not seem like a sacrifice, but rather as part of a desired, meaningful lifestyle that has a positive impact on society.

The goal remains to make sustainable purchasing decisions the norm. With the right approach, companies can not only improve their practices, but also actively change consumer behavior and make a valuable contribution to a more sustainable future.