Project Abstract

Abstract
Sustainable consumption has become a critical issue globally due to its potential to address environmental degradation and social inequalities. This study focuses on examining sustainable consumption practices in Finland, a country known for its strong commitment to environmental protection and sustainability. The research aims to investigate the factors influencing sustainable consumption behaviors among Finnish consumers and explore the challenges and opportunities in promoting sustainable consumption in the Finnish context. The study employs a mixed-methods approach, combining qualitative and quantitative research methods to gain a comprehensive understanding of sustainable consumption patterns in Finland. Data collection involves surveys, interviews, and focus group discussions with Finnish consumers to gather insights into their attitudes, behaviors, and motivations towards sustainable consumption. The qualitative data analysis focuses on identifying key themes and patterns related to sustainable consumption practices, while the quantitative analysis examines the relationships between demographic variables and sustainable consumption behaviors. The findings of the study reveal that Finnish consumers are increasingly aware of the environmental and social impacts of their consumption choices and demonstrate a willingness to adopt more sustainable lifestyles. Factors such as environmental consciousness, social norms, and perceived consumer effectiveness play significant roles in shaping sustainable consumption behaviors among Finnish consumers. However, the study also identifies several barriers to sustainable consumption, including cost considerations, lack of access to sustainable products, and limited awareness of sustainable alternatives. The research highlights the importance of government policies, corporate initiatives, and societal norms in promoting sustainable consumption in Finland. Government regulations and incentives can play a crucial role in encouraging sustainable practices among businesses and consumers, while corporate responsibility initiatives can help raise awareness and promote sustainable products and services. Additionally, societal norms and peer influence are found to be influential in driving sustainable consumption behaviors among Finnish consumers. Overall, this study contributes to the growing body of research on sustainable consumption by providing insights into the factors influencing sustainable consumption practices in Finland. The findings have implications for policymakers, businesses, and consumers seeking to promote sustainability and address environmental challenges through more responsible consumption patterns. By understanding the drivers and barriers to sustainable consumption in Finland, stakeholders can develop targeted strategies to foster a culture of sustainability and encourage more sustainable lifestyles among Finnish consumers.

Project Overview

INTRODUCTION

This research introduces eight different types of sustainable consumers and their future scenarios. We profiled
consumers from the angles of intrinsic and extrinsic motivation and egoistic and altruistic motivation. We
applied to the Structure of Motivation for Sustainable Choices which is based on the Theory of Interpersonal
Behaviour (Triandis, 1977). The qualitative data (n = 37) and quantitative data (n = 1023) were analyzed by
mixed methods. The identified consumer profiles were the Uncompromising, the Autocrats, the Curious, the
Ambitious, the Bystanders, the Devoted, the Caretakers, and the Dreamers. The quest for sustainable
consumption was verified for all the consumer groups.

The Devoted and the Uncompromising are consumers
that are strongly aware of the consequences of their consumption. They represent altruistically and intrinsically
motivated consumers. From the perspective of marketing and product conceptualizing, it is essential that quality,
rather than price, counts for much in several of the consumer groups that are intrinsically motivated.
Extrinsically motivated consumers (the Caretakers, the Dreamers and the Bystanders) account for 53.5% of
Finnish consumers. They represent enormous potential for social change, as they can be influenced in many
ways.

The product or service that appeals many of the identified consumer groups is the one where both the
egoistic and altruistic consequence of consumption coincides. For example, locally produced organic vegetables
benefits the local community, food and nutrition promote public health, and consumer choice maintains
biodiversity and helps establish global food security.