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Consumer behaviour is yet to shift toward sustainable practices despite increased awareness of climate risks, according to a study (pdf) by Investcorp, Said Business School, University of Oxford, and University of Hamburg. Bridging the ‘say-do gap’ — the inconsistency between consumers expressing concern about climate change and their actual purchasing behaviour — is essential to shift consumer behaviour towards sustainable practices.
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Why does this matter? Household consumption accounts for about 60% of global GDP, making it the largest component alongside investment, government spending, and net exports. Consumption alone represents over USD 14 tn annually in the US and is responsible for 70% of the environmental impacts related to housing, transport, and food. Changes in consumer choices can significantly impact both global GDP and carbon emissions.
What is behind the gap? Several factors prevent consumers from making more climate-conscious choices including financial constraints, perceived inferior quality of green products, and the effort required to make sustainable choices. Poor communication of green product attributes and a lack of trust due to greenwashing also contribute to reluctance.
The gap won’t be easily bridged: Awareness of climate change risks is important in driving environmentally conscious behaviour as it can increase consumers’ concerns about their carbon footprint. However, the correlation between environmental awareness and pro-environmental behaviour is relatively low, averaging around 0.3, indicating that awareness alone may not be sufficient to drive significant behavioural change.
So what can be done? Overcoming barriers such as price, perceived performance, and trust requires effective communication, improved product experiences, and verification of green claims. Transparency and authenticity in corporate sustainability efforts can also help build consumer trust and encourage the adoption of climate-friendly products.
