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Sustainability 2017 tracks and investigates how consumers understand, prioritize and connect four zones (personal, social, environmental, and economical), exploring differences between consumer demand for and actual purchasing of sustainable products, and attitudes toward corporate transparency issues. The report updates understandings of their evolving attitudes, behaviors and aspirations regarding sustainability, including category adoption and the ways in which sustainability and transparency concepts manifest in consumer discourse.
Sustainability 2017 combines the strength of a robust quantitative study with in-depth ethnographic consumer immersions. This integrated approach allows us to go beyond the usual listing of motivations and barriers to uncover the principal drivers responsible for moving consumers along the adoption path in the World of Sustainability. It also allows us to probe on differences in aspirations and actions, and how attitudes toward sustainability and transparency play out in consumers’ everyday environments and purchasing.