There are clear differences in perceived barriers to sustainable behavior in the three main consumption areas. Price is the principal obstacle to sustainable consumption in the food sector, with almost half of the respondents citing this as a factor. However, the situation is similar for clothing (mentioned by one-third of respondents). “Many of those surveyed also stated they have difficulty distinguishing between sustainable and non-sustainable products,” says Yann Blumer from the ZHAW School of Management and Law, summarizing the results. In the case of mobile devices, this uncertainty is evident in 45 percent of responses. In addition, participants in all three consumption areas said that a lack of trust in labels makes sustainable choices difficult.

There are slight differences between the genders in terms of sustainable behavior. For example, women are more willing to buy second-hand mobile devices or clothes and to pass used items on when they are no longer needed. The study also confirms that the decision-making context varies depending on the purchase. While around half of all clothing and mobile device purchases are made online, groceries are almost exclusively bought in-store (90 percent). 

“We don’t see any major variations in the three surveys conducted between 2022 and 2023, either in terms of consumer behavior or attitudes,” says Blumer. Over time, there has only been a trend towards greater acceptance of second-hand clothing and used mobile devices.
 

Overall, the ZHAW study makes it clear that many consumers consider sustainability issues in their daily purchasing decisions. However, whether they act effectively and sustainably depends heavily on the decision-making situation. The decisive factor is that sustainable choices must not be significantly more expensive or complex than less sustainable alternatives. Consumers must also be able to identify sustainable options clearly and reliably.