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The environmentally sustainable purchase habits of young adults : A study of how young adults make sustainable purchase decisions when buying groceries & interior design

  • Carlsson Ruiter, Elina
  • Hilldén, Felizia
Publication Date
Jan 01, 2018
DiVA - Academic Archive On-line
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The essay will examine how young consumers make environmentally sustainable decisions when they buy groceries and home decor. Enviromental sustainability means taking into account the effects that a product or service has on the ecology and the future's ability to flourish. At the same time as demand for environmentally sustainable products is growing and supply increases, some skepticism rises over the certifications of sustainable products. Other barriers for sustainable purchasing decisions include, among other things, the fact that many purchase decisions are made out of habit, that the price between organic and non-organic foods is different paired with the fact that there in no information about what actually is the most environmentally sustainable alternative. To answer the purpose of the paper, six young adults in Västra Götaland, Sweden were interviewed about the pattern of their purchase decisions. The results showed that sustainable purchasing decisions in many cases have other basic reasons, such as economic, or that the consumer is completely unaware. It was also found that consumers use a compensatory consumption pattern to a large extent. Conclusions are that the environmental engagement of the participants in the interviews varied and that a greater environmental commitment leads to more sustainable decisions by consumers. For sustainability certifications to have the desired effect, clearer information is required for consumers, both from companies and organizations, as well as in the stores.

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