Sustainable Consumption in Finland—The Phenomenon, Consumer Profiles, and Future Scenarios

Abstract

This research introduces eight different types of sustainable consumers and their future scenarios. We profiledconsumers from the angles of intrinsic and extrinsic motivation and egoistic and altruistic motivation. Weapplied to the Structure of Motivation for Sustainable Choices which is based on the Theory of InterpersonalBehaviour (Triandis, 1977). The qualitative data (n = 37) and quantitative data (n = 1023) were analyzed bymixed methods. The identified consumer profiles were the Uncompromising, the Autocrats, the Curious, theAmbitious, the Bystanders, the Devoted, the Caretakers, and the Dreamers. The quest for sustainableconsumption was verified for all the consumer groups. The Devoted and the Uncompromising are consumersthat are strongly aware of the consequences of their consumption. They represent altruistically and intrinsicallymotivated 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% ofFinnish consumers. They represent enormous potential for social change, as they can be influenced in manyways. The product or service that appeals many of the identified consumer groups is the one where both theegoistic and altruistic consequence of consumption coincides. For example, locally produced organic vegetablesbenefits the local community, food and nutrition promote public health, and consumer choice maintainsbiodiversity and helps establish global food security.

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