Mind the Gap: Data-Driven Pathways to Sustainable Consumer Behavior

Learn how to transform consumers’ sustainable consciousness into action by bridging the gap between their attitudes and actual FMCG purchasing behaviors.

Unlock Insights to Influence Purchasing and Drive Sustainable Action

Consumers care about sustainability, but their actions don’t always align with their attitudes. The Attitude Behavior Gap highlights this disconnect. For businesses eager to meet the demand for sustainable products, closing this gap is crucial. This joint whitepaper from YouGov and the FUTURE Institute for Sustainable Transformation provides the insights and strategies needed to influence purchasing behavior and drive sustainable actions.

The study incorporates insights from expert interviews with academic and industry professionals, alongside a quantitative analysis of consumer behaviors from German household panel data, and is supported by a review of relevant literature.

Additionally, a project with Procter & Gamble Germany serves as a case study, illustrating how corporations and NGOs can collaborate to promote sustainable consumer behavior.

Discover Strategies That Can Bridge the Sustainability Gap

Our whitepaper reveals insights on eleven commonly discussed hypotheses around the Attitude Behavior Gap and outlines actionable strategies to help your business close the gap between consumers' sustainability attitudes and their actual purchasing behavior. Backed by data-driven insights, this paper equips you with the tools to align your business with sustainability demands and inspire responsible consumer choices.

Deep dive into:

• How convenience, product availability, and affordability affect sustainable purchasing behaviors.
• The role of product innovation and clear labeling in reducing barriers to sustainable conscious purchasing decisions.
• How regulatory incentives and government policies can influence consumer behavior and drive broader sustainability efforts.
• How to measure and track consumer engagement with sustainability initiatives over time, using actual purchase data and expert.

Partnering to Close the Gap for a Sustainable Future

The partnership between the FUTURE Institute for Sustainable Transformation and YouGov brings together the strengths of an academic research-driven organization and a data-focused FMCG expert. The FUTURE Institute for Sustainable Transformation is dedicated to advancing sustainability across industries and society.

The joint whitepaper provides key insights and recommendations to help your business close the Attitude Behavior Gap and promote responsible consumer behavior. Learn more about our partner.