Segmentation of consumers based on awareness, attitudes and use of sustainability labels in the purchase of commonly used products

Abstract

Most of the previous studies that segment consumers based on the consideration of certifications and sustainability attributes in purchasing decision-making offer a limited vision, as focusing on specific labels or types of products, usually in the food sector. This paper aims to identify segments of Spanish consumers based on their awareness, attitudes and use of 28 certified sustainability labels linked to eight categories of common household products (food, clothing, paper and wood, cosmetics, electrical appliances, energy, computing and multi-sector). Likewise, it is intended to characterise the segments identified based on their environmental concern and socio-demographic characteristics. Data was collected from a survey study carried out with a sample of 3000 participants and the latent class analysis revealed seven typologies: experts, convinced, interested, moderate, sceptical, neutral and unmotivated. The segments differed in their awareness and attitudes towards different labels by product category, which was significantly associated with the purchase of certified products. The sectors in which a greater use of labels was appreciated were electrical, computing, and paper and wood. Young women with a high level of education and more environmental awareness were the most effective consumers when using certifications. In any case, it is concluded that sustainability labels do not provide added value for around half of Spanish consumers, who would benefit from measures such as legislative improvements, far-reaching advertising campaigns or high-order label systems to simplify the information on the packaging of the products.