Nine consumer definitions of sustainability
Did you know that 92% of consumers buy sustainable products on occasion? But what exactly is "sustainable"? The 1994 Dikke Van Dale would say "suitable, intended to last a long time. But sustainable food is often actually less long-lasting, right? That's right. "Sustainable" has taken on a broader meaning these days. But what does the consumer actually understand by this term?
Sustainable: a relative meaning
The definition from the Dikke Van Dale has since changed. Nowadays, the meaning of "sustainable" in this dictionary is: '1 long lasting; 2 little subject to wear and tear or decay; 3 low impact on the environment: renewable energy sources wind, solar, hydroelectric, etc.' ; sustainable production (Dikke Van Dale, 2020). Now the term is already becoming a bit clearer, but then again it is not, precisely because sustainable appears to have multiple meanings and it can vary from one company or person to another which of these meanings they are talking about.
Sustainable: a relative meaning
Sustainable is a pretty relative word for society, and our study shows that. We asked consumers the following question: What makes a product sustainable? One consumer answered, "It must not have plastic, it must have a sustainability stamp on it, it must be fresh and homegrown. Another consumer responded, "It must be animal-friendly and environmentally friendly. And a fair return for farmers, for example.' And yet another consumer said, "It must be long-lasting, made from sources that don't deplete the earth, recyclable and made in a fair way. In short, so many people so many opinions.
Durable properties
"Durable properties" according to consumers
What makes a sustainable product truly sustainable according to consumers? What must a sustainable product meet? By comparing all consumer responses together, a total of nine characteristics of sustainable emerged. These are the characteristics that consumers believe sustainable products should meet.
The 9 characteristics
9 characteristics of sustainable products:
- Durable products are those that have better quality and thus last longer
- Sustainable products are products from the region, so they do not have to be transported far
- Sustainable products are those made under good conditions for humans and animals
- Sustainable products are those for which a fair price is paid (fair trade)
- Sustainable products are products without chemical additives, e.g. organically packaged
- Sustainable products are those that are frugal, i.e. use little electricity and water
- Sustainable products are those produced 'green' without depleting the earth
- Sustainable products are products that have no animal ingredients so are vegan
- Sustainable products are those produced according to organic guidelines
The characteristics of sustainability create a picture. But how do these characteristics translate into actual products? We asked consumers which sustainable products they bought in the past month. Reusable water bottle, garbage bags, organic foods such as vegetables, pasta and eggs, fair trade chocolate, eco cleaning products and unpackaged fruits and vegetables consumers named the most.
Are you curious if consumers label your product or company as sustainable?
Read more about our concept studies
Featured
expertise(s)
Product Development
Keep innovating! Product Development research gives you the necessary input from creation to successful launch.
Wondering if we can do something for you ?
