Environmental Studies and Forestry

Promoting sustainable behavior: addressing user clusters through targeted incentives

L. Höpfl, M. Grimlitz, et al.

This fascinating research conducted by Laura Höpfl, Maximilian Grimlitz, Isabella Lang, and Maria Wirzberger explores the existence of distinct clusters among individuals regarding sustainability-related values and behaviors. The study identifies five unique personas that reveal varying motivational factors for sustainable behavior, highlighting the importance of personalized interventions to encourage sustainable practices.

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Abstract

This paper investigates whether distinct clusters of individuals exist regarding sustainability-related values, attitudes, and intentions, using a mixed-methods approach. Qualitative interviews (n=10) generated initial personas, which were then validated using a quantitative survey (n=342) and data-driven clustering. Five intention-based clusters were identified: Socially Sustainable, Responsible Savers, Unconcerned Spenders, Comfort-Oriented, and Skeptical Consumers. These personas highlight varying motivational factors, emphasizing the need for individualized interventions to promote sustainable behavior through tailored products and services.

Publisher

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS

Published On

Sep 12, 2024

Authors

Laura Höpfl, Maximilian Grimlitz, Isabella Lang, Maria Wirzberger

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