Who is behind the sustainable purchase? The sustainable consumer profile in grocery shopping in Spain

Abstract

Studies of sustainable consumer profiles are mainly label‐specific and focus on Organic or Fair Trade labels. As a result, when the sustainable consumer is defined, there is a sense that only one profile exists. If each label has a different positioning strategy and has different requirements, the buyers of these products may also be different. Through the use of consumer panel data, this paper aims to deepen the understanding of the household demographic profiles of consumers of sustainable brands in order to discover if there is a single sustainable consumer profile or whether there is diversity associated with different labels. This study reveals profile differences and these provide better understanding of the complexities of sustainable consumption. It reveals that the profiles of sustainable buyers are not the same across all labels and this should be taken into account by awarding institutions when designing and evaluating their positioning strategies.

Introducing a three‐tier sustainability framework to examine bike‐sharing system use: An extension of the technology acceptance model

“…Many researchers have tried to figure out what makes people behave in a more sustainable way (e.g., Carrero, Redondo, & Fabra, ; Vasileva & Ivanova, ), especially when it comes to choosing more sustainable modes of transportation like bicycles or public transit (Carrus, Passafaro, & Bonnes, ; Claudy & Peterson, ; Kaplan, Manca, Sick, & Prato, ; Passafaro et al, ; Yin, Qian, & Singhapakdi, ). While taking different research paths, a particular stream has focused on the acceptance of new, sustainable transport technology, which is particularly relevant for this study (Chen & Chao, ; Chen & Lu, ; Chen, , ).…”

Sustainability Descriptive Labels on Farmed Salmon: Do Young Educated Consumers Like It More?

“…Research in Western countries such as the UK, USA, and Spain, suggest that young highly educated adults show a positive attitude towards sustainability [32] and are concerned about sustainability [33,34]. Research specifically focused on fish with a sustainable label suggests that those who buy fish with a sustainability label are mainly either young singles or families with older aged children living at home [35]. Several studies suggest that the sustainability of fish is valued by consumers as evidenced by the increased preference for seafood products with a sustainability label [9], but the influence of sustainability-related information on young educated consumers' liking of the taste of seafood is underexplored The present study investigated if a positively framed description of sustainable farming as opposed to positively framed descriptions of flavour, health benefits, or socially responsible farming, influences young highly educated consumers' liking and willingness to pay for farmed salmon.…”

Moving towards ecologically sustainable diets: Lessons from an Italian box delivery scheme

“…As previously discussed, there are a number of reasons—sometimes contradictory—that drive certain consumers to choose ‘alternative’ food systems, or more generally, to consume in a more ‘sustainable’ way (Çabuk, Tanrikulu, & Gelibolu, ; Carrero, Redondo, & Fabra, ; Dubuisson‐Quellier, Lamine, & Le Velly, ; Willis & Schor, ). Due to the specific business model of Zolle, based to a certain extent on convenience and the possibility of (limited) choice, it has attracted what Brunori et al call the ‘concerned consumer’, or what one could call the ‘lukewarm’ conscious‐consumers.…”

“…Çabuk, Tanrikulu, & Gelibolu, 2014;Carrero, Redondo, & Fabra, 2016;Dubuisson-Quellier, Lamine, & Le Velly, 2011;Willis & Schor, 2012). Due to the specific business model of Zolle, based to a certain extent on convenience and the possibility of (limited) choice, it has attracted what Brunori et al call the 'concerned consumer', or what one could call the 'lukewarm' conscious-consumers.…”