In an era marked by increasing environmental awareness, the study of consumer behavior towards sustainable products offers vital insights into the factors that drive eco-friendly purchasing patterns. A comprehensive new research endeavor has explored the profiles of green and non-green consumers across three European countries—Finland, Sweden, and the United Kingdom—shedding light on how ecological attitudes align with purchasing decisions and what socio-economic variables influence these behaviors. Conducted in the spring of 2021 with a robust sample of 3,000 respondents aged 18 to 75, this investigation provides nuanced perspectives on the often complex relationship between environmental consciousness and consumer choices.
Green consumption, broadly defined as the preference for products produced with ecological sensitivity and sustainability, continues to gain traction globally. Nonetheless, the extent and nature of this demand vary significantly across different demographic and regional segments. This study leveraged a detailed survey approach to define consumer profiles based on the weight consumers place on ecological production, local origin, price, quality, brand, and fashionability in their latest purchase. This multidimensional framework enabled researchers to categorize consumers into distinct groups, revealing both commonalities and divergences between nations with varying cultural and economic landscapes.
Finland emerged as a surprising leader in green consumer behavior, hosting a unique category of “modest green consumers.” This segment, characterized primarily by an ecological consciousness coupled with lesser concern for brand prestige or fashion trends, stands apart from the more brand-aware, premium green consumers prevalent in other countries. These modest green consumers tend to be older females with relatively lower incomes, embodying a sustained legacy of agrarian ecological thinking that persists despite modern consumer pressures. Their preferences underscore how traditional environmental values coexist with contemporary consumption.
While slightly over 25% of Finnish respondents identified as green consumers, the division within this group is nearly balanced between premium and modest green types. In contrast, Sweden presented a smaller green consumer segment, with fewer than one-fifth of individuals falling into the premium green category. The United Kingdom manifested the smallest levels of eco-conscious purchasing, with only 12% of respondents reporting green consumer behavior. These disparities highlight how national contexts, including social norms and economic conditions, shape the perceived importance of ecological factors in consumer decision-making processes.
Professor Terhi-Anna Wilska, the principal investigator from the University of Jyväskylä, noted the intriguing paradox inherent in these findings. “It is interesting that green consumers are nowadays conscious of brands and fashionability, yet their share remains relatively small,” she observed. This suggests that while ecological concern can coexist with contemporary consumer trends like brand sensitivity, these factors alone do not drive widespread adoption of green consumption. The persistence of modest green consumers in Finland further testifies to a complex intersection of cultural heritage and eco-consciousness influencing purchasing patterns.
Non-green consumers, those for whom ecological considerations were negligible in purchase decisions, comprised slightly more than 20% of the Finnish sample but were notably more prevalent in Sweden—exceeding 25%. The UK reported the smallest fraction of non-green consumers, at just under 17%. These individuals tended to be older, lower-income, and, in the UK, predominantly male—a demographic profile that aligns with earlier research linking socioeconomic variables to environmental attitudes. Their purchasing behavior mirrored their attitudes, eschewing ecological considerations and thereby highlighting the depth of attitudinal barriers to green product uptake.
Contrary to popular assumptions that price sensitivity and lack of information are primary obstacles to sustainable consumption, this study challenges such conventional wisdom. The research team did not uncover a significant discrepancy between consumer attitudes and behaviors, suggesting minimal internal conflict or intention-behavior gaps. This finding implies that when ecological concern is genuinely low, it translates directly into non-green purchase decisions, shifting the barrier focus from external constraints to intrinsic motivational factors. It calls for more granular investigations into psychological and cultural determinants beyond economic access.
The methodological framework behind these insights involved extensive quantitative survey analysis conducted by the Department of Social Sciences and Philosophy at the University of Jyväskylä alongside LUT University. The study formed a critical component of the DigiConsumers project, an initiative funded by Finland’s Strategic Research Council to explore the digital transformation of consumer habits. By harnessing a cross-national comparative lens, the researchers were able to isolate culturally specific drivers while also identifying broader trends across Northern Europe and the UK.
Technical rigor was evident in the survey’s design, which accounted for multiple dimensions of consumer valuation—ecological production, locality, economic factors, and brand effects—thereby capturing the complex trade-offs consumers make. This comprehensive profiling facilitates the development of consumer typologies that reflect both attitudinal and behavioral facets. These typologies serve as useful tools for policymakers, marketers, and environmental advocates aiming to segment and target consumer groups more effectively toward sustainable consumption.
The implications of this study extend beyond academic understanding, offering practical guidance for shaping future environmental policies and marketing strategies. Recognizing that a substantial segment of consumers weigh ecological concerns in conjunction with quality, brand, and fashionability suggests that green products need not compromise on desirability or status. Meanwhile, identifying the sociocultural persistence of “modest green” attitudes highlights opportunities to cultivate eco-awareness through culturally resonant messaging, particularly among older demographics and those with limited economic resources.
In a broader sense, this research invites deeper reflection on the nature of green consumerism as a socially embedded and economically mediated phenomenon. The evident variations between Finland, Sweden, and the UK underscore how policy environments, cultural histories, and market structures collectively influence the evolution of sustainable consumption patterns. Understanding these interplays is crucial for designing interventions that do not merely inform but transform consumer behavior in alignment with global sustainability goals.
Ultimately, the study by Wilska and colleagues richly contributes to the growing body of work mapping the landscape of environmental attitudes within consumer markets. Their findings push the academic discourse to consider multidimensional consumer identities and challenge simplified assumptions about barriers to green purchasing. By doing so, they lay the groundwork for more targeted, culturally sensitive initiatives that can foster meaningful shifts in consumption toward ecological sustainability.
Subject of Research: People
Article Title: Profiles of green and non-green consumers: A three-country study
News Publication Date: 26-Feb-2025
Web References: https://doi.org/10.1016/j.clrc.2025.100260
References: Wilska, T.-A., Rantala, E., & Nyrhinen, J. (2025). Profiles of green and non-green consumers: A three-country study. Cleaner and Responsible Consumption, 16, 100260.
Image Credits: Petteri Kivimäki
Keywords: Behavioral economics
