Thesis Abstract

Thesis Overview

<p> </p><p><strong>INTRODUCTION</strong></p><p>This research introduces eight different types of sustainable consumers and their future scenarios. We profiled<br>consumers from the angles of intrinsic and extrinsic motivation and egoistic and altruistic motivation. We<br>applied to the Structure of Motivation for Sustainable Choices which is based on the Theory of Interpersonal<br>Behaviour (Triandis, 1977). The qualitative data (n = 37) and quantitative data (n = 1023) were analyzed by<br>mixed methods. The identified consumer profiles were the Uncompromising, the Autocrats, the Curious, the<br>Ambitious, the Bystanders, the Devoted, the Caretakers, and the Dreamers. The quest for sustainable<br>consumption was verified for all the consumer groups.</p><p>The Devoted and the Uncompromising are consumers<br>that are strongly aware of the consequences of their consumption. They represent altruistically and intrinsically<br>motivated consumers. From the perspective of marketing and product conceptualizing, it is essential that quality,<br>rather than price, counts for much in several of the consumer groups that are intrinsically motivated.<br>Extrinsically motivated consumers (the Caretakers, the Dreamers and the Bystanders) account for 53.5% of<br>Finnish consumers. They represent enormous potential for social change, as they can be influenced in many<br>ways.</p><p>The product or service that appeals many of the identified consumer groups is the one where both the<br>egoistic and altruistic consequence of consumption coincides. For example, locally produced organic vegetables<br>benefits the local community, food and nutrition promote public health, and consumer choice maintains<br>biodiversity and helps establish global food security.</p> <br><p></p>