Analysis: There is a massive intention-behaviour gap between our positive intentions around sustainability and the actions we then take
Sustainability is now viewed as a priority from a consumer, corporate and societal perspective. While often associated with 'being green', a commitment to sustainability carefully considers the environmental as well as the social and economic impact of human and industrial activities.
The United Nations Environment Programme defines a green economy as one which is "low carbon, resource-efficient and socially inclusive". A consumer's contribution can include the consumption of products with recycled and sustainable materials, purchasing responsibly sourced products and buying locally. An alternative approach is to reduce consumption. Logistics company UPS uses the analogy of 'the greenest mile being the mile not driven'. Reduced consumption could include minimising food wastage and curtailing the use of damaging materials such as plastic.
But one of the largest challenges in the pursuit of sustainability is the consumer intention-behaviour gap. Also referred to as the value-action or 'say-do' gap, this refers to the gulf between consumers’ positive intentions towards sustainable consumption, and their actual consumption behaviour. While we may positively predisposed to acting sustainably, we may not subsequently do so.
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From RTÉ Radio 1's Morning Ireland, Louise O'Mahony from the Banking Payments Federation of Ireland on new research on consumers approach to sustainable purchases and investments
It is a compelling phenomenon to consider because consumer concern about the environment is evident. A World Advertising Research Centre report indicates that many tourists are now actively taking climate change into consideration when selecting a holiday destination. The report predicts that increasing temperatures may negatively influence demand for warmer holiday destinations, as tourists weigh up such health risks as dehydration as well as disruption to air-travel.
Many explanations for the intention-behaviour gap have been offered. Academic research has identified a perception of higher prices as being a deterrent. In a recent Deloitte study of 1,000 Irish consumers, 49% of respondents said they were motivated to take action on climate change and wished to change their own personal behaviour accordingly. But 41% indicated they had not bought sustainable goods in the last four weeks due to the perceived high price of such goods.
Other factors explaining consumers' predisposition to consume sustainably include the level of environmental knowledge, demographics and social influences such as peers and reference groups. Industry research by Unilever in 2023 suggested that social media is a key source of sustainability information for consumers, with social media influencers being identified by 78% of respondents as having the largest impact on their green behaviours, compared to 20% of respondents citing government campaigns.
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From RTÉ Radio 1's News At One, Dr Shane Timmons from the ESRI on findings that consumers struggle to identify 'greenwashing' in ads
Further factors that can account for the intention-behaviour gap include the accessibility and availability of sustainable options. Scepticism can also arise from a suspicion of greenwashing where an organisation is seen as being deliberately vague or misleading regarding its environmental claims. Many of the factors outlined above were captured in Visa's 2023 travel and tourism study which identified cost as the main barrier to sustainable tourism for 62% of respondents. This was followed by a lack of information (41%), a question mark over the credibility of the available information (36%) and a difficulty in finding sustainable options (32%).
So what can be done to reduce the gap and encourage consumers to translate positive intentions into actions? There is no 'one-size fits all' solution. From a marketing perspective, a key theme in academic and practitioner thinking is the importance of enabling consumers to make informed sustainable choices. In Mintel’s 2024 Global Consumer Trends report, 39% of respondants indicated that they looked to the labelling on clothing brands for advice on how to more sustainably wash an item of clothing, such as when to use a low washing cycle or how to capture clothing microfibres in a laundry bag.
Another priority for marketers is to communicate the range of benefits that come from sustainable consumption, as opposed to primarily focusing on the sustainability attribute. For example, vintage clothing consumers have identified that other rewards can come into play apart from environmental benefits when reusing previously-worn clothes. These include the sense of ‘treasure-hunting’, individualism and achievement that comes from finding a one-off piece of clothing in a vintage shop or website.
From RTÉ News Climate Heroes, Fionnuala Morgan on why she's a fan of sustainable fashion
This also relates to the importance of authenticity and transparency on the part of brands. The European Parliament is currently working to ban the practice of greenwashing by introducing a system of verification to oversee the environmental claims being made by companies. Equally, it wishes to develop minimum standards to ensure that virtually all products for sale in the market are durable and long-lasting as opposed to having to throw away old products and replace them with new ones. This not only makes environmental sense but also offers an economic benefit to the consumer.
From a marketing perspective, brands are continually seeking to differentiate themselves from the competition and to tell a story or make a case that resonates with consumers. This premise is reflected in the United Nations advice which encourages organisations to communicate the climate change problem as well as the solutions.
The Economic and Social Research Institute recently highlighted that consumers are willing to make changes in their lives to reduce their carbon footprint but an information deficit prevails in terms of how to do this around food, driving and home energy usage. Consumers want to change their behaviour, but a greater focus on the solutions and not just the problems relating to climate change, will go some way to reduce the intention-behaviour gap.
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The views expressed here are those of the author and do not represent or reflect the views of RTÉ
