KA220-SCH – Cooperation partnerships in school education
2023-1-RO01-KA220-SCH-000154008
Project Title: SEYF PROJECT
Introduction, Summary and Method of study of the applied questionnaire
Introduction
As global awareness of climate change, ethical labor practices, and environmental
sustainability grows, consumer behaviors are increasingly shaped by ethical and ecological
considerations. This study explores the extent to which individuals prioritize ethical
consumption, investigate company practices, and adjust their spending habits based on
values such as sustainability, social justice, and corporate transparency. Understanding these
conscious consumer behaviors provides critical insight into the evolving marketplace and
helps identify trends that influence both policy and marketing strategies.
Summary of the data
The data consists of responses to a survey on conscious consumer behavior, collected in a
dataset with 239 participants. The survey includes questions on:
• Ethical and sustainable purchasing preferences
• Willingness to pay extra for ethical goods
• Behavior changes based on company practices
• Influence of social media and online reviews
• Engagement in ethical campaigns and boycotts
• Information sources for ethical consumerism
Preliminary observations show that a majority of respondents find it at least "somewhat
important" to buy ethically sourced products, and many are willing to pay up to 10% more
for such goods. A considerable number have altered their buying habits in response to
unethical company practices, and social media emerges as a prominent channel for staying
informed about sustainable options.
Method of study
Data collection:
The data was gathered through an anonymous online survey. Participants responded to a
standardized questionnaire designed to assess the frequency, importance, and motivations
behind ethical and sustainable purchasing behaviors. 2
Survey design:
The survey consists of both quantitative and qualitative multiple-choice questions.
Topics include:
• Importance of ethical sourcing
• Active research into company practices
• Price sensitivity to ethical labeling
• Brand switching behavior
• Sharing of sustainable product information
• Packaging preferences
• Influence of social media and online reviews
Data cleaning and preparation:
Responses from both datasets were merged and formatted uniformly. Redundant or
irrelevant metadata (such as timestamps and anonymous IDs) were removed to focus on the
behavioral content.
Analysis a pproach:
Descriptive statistics (e.g., frequency distributions) will be used to evaluate dominant trends.
Comparative analysis between demographic segments or response groups may be conducted
to identify specific consumer profiles or behavioral clusters.
The analysis of the survey data on conscious consumer behaviors and spending habits
involves multiple stages, combining descriptive statistics, categorical comparisons, and
potential correlation assessments. The goal is to uncover patterns, identify influential factors,
and provide actionable insights into how and why consumers make ethically driven
purchasing decisions.
Descriptive statistics
The first step involves summarizing the overall trends in the dataset using:
• Frequencies and percentages for each survey response option (e.g., how many
respondents said “Very important” vs. “Not important”).
• Mode and median for ordinal responses to understand central tendencies in
consumer attitudes.
• Visualization tools such as bar charts, pie charts, and stacked graphs to present
common patterns across the sample clearly.
Cross-tabulation and group comparisons
To uncover deeper insights, the data will be cross-tabulated to compare responses across
different behaviors. For example: 3
• Individuals who “Always” consider the environmental impact of products can be
compared to those who “Rarely” do, to examine differences in their willingness to pay extra.
• Frequency of sharing sustainable product information can be compared with
participation in campaigns or boycotts.
These comparisons can help answer questions such as:
• Are consumers who are more informed about supply chains also more likely to switch
brands for ethical reasons?
• Do those who value recyclable packaging also seek out minority- or women-owned
businesses?
Cluster analysis
If appropriate, a cluster analysis can be conducted to identify distinct consumer profiles. For
example:
• "Activists" – those who frequently research company practices, boycott unethical
brands, and pay extra for ethical goods.
• "Passive Supporters" – those who consider ethics important but don’t change their
behavior significantly.
• "Uninvolved" – those with minimal engagement in sustainable practices.
This could support targeted strategies in education, marketing, or policy.
Sentiment and thematic analysis
If the survey included open-ended questions or qualitative input, responses can be analyzed
using:
• Sentiment analysis to determine positive, negative, or neutral attitudes toward
sustainable products.
• Thematic coding to identify recurring ideas such as trust in certifications, skepticism
toward greenwashing, or perceived barriers to ethical consumption.
Reporting and interpretation
Finally, the findings will be compiled into a coherent narrative:
• Highlighting the most and least influential factors in ethical consumer decisions
• Offering actionable insights for businesses, policymakers, and educators
• Providing recommendations for how ethical products can be better marketed or
supported
Limitations:
The sample is not stratified by demographic variables such as age, gender, or geography.
Therefore, generalizability may be limited.
Executive Report: Conscious Consumer Behaviors and Spending Habits Survey
Executive Summary
This comprehensive study of 239 consumers reveals a market characterized by moderate
environmental consciousness coupled with significant barriers to sustainable purchasing.
While consumers express strong support for ethical consumption principles, their actual
behaviors demonstrate a persistent value-action gap where traditional factors—quality and
price—continue to dominate decision-making processes.
Key Findings
Environmental Consciousness Levels
The research reveals a consumer base with moderate to high environmental awareness but
limited premium willingness. Most respondents (64.0%) occasionally or often consider
environmental impact, while 88.7% value ethical sourcing. However, only 40.6% are willing to
pay up to 10% extra for sustainable products, with 27.6% unwilling to pay any premium.
Decision-Making Hierarchy
Quality dominates purchasing decisions (51.9% of responses), followed by price (22.6%),
with environmental considerations ranking fourth at 7.5%. This hierarchy indicates that
sustainability must be embedded within quality and value propositions rather than
positioned as a standalone benefit.
Information and Influence Patterns
Social media serves as the primary information source (65.3% of respondents), significantly
outpacing other channels such as traditional media or company websites. This highlights the
critical role of digital platforms in shaping consumer perceptions and driving sustainable
choices.
Behavioral Contradictions
A striking intention-action gap emerges throughout the data. While 82.5% believe individual
purchasing choices can drive change and 61% have switched brands due to ethical concerns,
the willingness to pay premiums or consistently prioritize sustainable options remains
limited. This suggests consumers want sustainable options but expect them at competitive
prices.
Market Segmentation
The data reveals three primary consumer segments:
Values-Driven Activists (25-30%): Consistently prioritize sustainability and willing to pay premiums
Conditional Conscientious (50-60%): Consider sustainability when convenient and cost
neutral
Price-Focused Pragmatists (15-25%): Minimal sustainability consideration, price-driven
decisions
Strategic Implications
For Business Strategy
Mainstream Integration Approach: Companies should integrate sustainable features as
quality enhancements rather than separate value propositions. The dominance of quality as
a decision factor, combined with limited premium willingness, requires sustainable products
to compete on traditional metrics while delivering environmental benefits.
Digital-First Communication: With social media as the dominant information channel and
strong consumer belief in individual impact, authentic digital engagement becomes critical
for reaching conscious consumers and building brand loyalty.
Competitive Pricing Imperative: The price sensitivity revealed in the data indicates that
sustainable products must achieve cost parity with conventional alternatives to capture
mainstream market adoption.
Market Opportunity Assessment
The research identifies a substantial addressable market with 89% valuing ethical sourcing
and 82.5% believing in individual impact. However, market capture requires overcoming
structural barriers including price premiums, limited information accessibility, and the effort
required for sustainable choice identification.
Conclusions and Recommendations
This research reveals a consumer market in transition, where environmental consciousness
is widespread but constrained by practical purchasing realities. The persistent value-action
gap presents both the primary challenge and the greatest opportunity for advancing
sustainable consumption.
Success factors for market participants include:
1.
Quality-Sustainability Integration: Positioning sustainable features as quality
improvements rather than trade-offs
2.
Price Competitiveness: Achieving cost parity through innovation and scale rather
than premium positioning
3.
Simplified Choice Architecture: Reducing the research burden on consumers through
clear, accessible sustainability information
4.
Authentic Digital Engagement: Leveraging social media dominance for values-based
communication and community building
The moderate positioning of most consumers suggests broad market potential for
sustainable products that meet mainstream expectations for performance and value.
Organizations that successfully bridge the gap between consumer values and practical
purchasing constraints will capture significant competitive advantages in this evolving
marketplace.
The path forward requires recognition that conscious consumption will become mainstream
not through consumer sacrifice, but through the seamless integration of sustainability with
the quality, convenience, and value that consumers fundamentally expect.
SEYF PROJECT TEACHERS TEAM
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