To date, consumers have often been discussed as if they are either green or not green (grey). Green consumers are those individuals who prefer products and services with environmental and/or ethical benefits. Grey consumers, in short, just don't have those preferences. But, new research from the Sustainability Research Institute, University of Leeds, suggests that these simple labels neither tell us very much nor provide much help to those working to increase levels of sustainable consumption in the UK.
Researcher Dr William Young explains: "Our study indicates that there is no such thing as a simple 'green consumer'. In the past it has often been assumed that a consumer who is green in one aspect of their lifestyle will be likely to be green in other aspects. But this research shows that even very green consumers are 'grey' in some aspects of their lives. Indeed, the same people who pay premiums to purchase fair trade foodstuffs do not research similar issues when they are buying a fridge. Equally, although the major supermarkets are treated with extreme suspicion by most ethical consumers, due to their employment policies and manipulation of supply chains, white goods supermarkets like Comet or Currys are not subjected to the same critique."
The research uncovered three distinct ways people can be an ethical consumer. None of these consumer approaches is uniformly green in their actions and lifestyles, which explains why many marketers have previously experienced such difficulty in identifying the 'green consumer'. First, 'translators': this group does not necessarily think about sustainability in a holistic way but is prepared to make a certain amount of sacrifice if they can see a clear rationale for adopting a new routine or a slightly less convenient activity. Second, 'exceptors': for whom sustainability is a priority in every aspect of their lives and who are frequently politically and practically active in this area. Third, 'selectors': this is probably the largest group in the UK population. They act as green consumers in one aspect of their lives but as grey consumers in all other respects.
This new typology, researchers believe, will help those aiming to encourage sustainable consumption to make best use of their resources. For example, Defra is currently exploring an Environment Direct information service for consumers. "Our typology suggests that while 'translators' would most benefit from this information service because they are highly likely to be receptive to information from Government sources, they are very passive in their information-seeking behaviour and so are unlikely to access this service," he explains. 'Exceptors', on the other hand, are very active in their information-seeking behaviour but would not trust information from mainstream sources, preferring alternative networks and publications. So, for both these groups, the way Defra decides to raise awareness about Environment Direct could have a critical effect on its success.
However, researchers found that all groups of consumers used and trusted the EU Energy Label which must be displayed on white goods. "This was not critiqued by even the most cynical consumers," Dr Young states. "Hence, if we were to put forward just one suggestion to encourage sustainable consumption it would be the idea of single issue scales for other sustainable technologies, such as an A to G fuel consumption rating for cars."
This research is a project within the ESRC Sustainable Technologies Programme.
Award number: RES-338-25-0001