Promoting sustainable behavior: addressing user clusters through targeted incentives

Given the urgency of climate change action and the significant climate impact of household emissions, understanding the drivers of individuals' sustainable behavior patterns is more important than ever. Consequently, we investigate whether different clusters of individual users can be distinguished regarding sustainability-related values, attitudes, and intentions. If these diverse clusters exist, we can explore tailored approaches to promote sustainable behavior patterns among them based on their unique needs and targets. For this purpose, we employ a mixed-method approach combining qualitative interviews with a quantitative survey. The obtained insights help us identify core factors that drive sustainable behavior, develop representations of different user groups, and suggest individualized interventions for supporting sustainable behavior patterns. The qualitative part comprised interviews with ten participants, resulting in the development of qualitative personas. Emerging differences could subsequently be used to select validated psychological scales for the quantitative part to confirm the differences. Applying data-driven clustering, we identify five intention-based clusters that vary regarding factors such as belief in climate change, collaboration, or skepticism concerning sustainability. Building on both qualitative and quantitative insights, five validated personas are created for research and practical use. These personas include Socially Sustainable, Responsible Savers, Unconcerned Spenders, Comfort-Oriented, and Skeptical Consumers. Individuals corresponding to the selected persona may, for example, respond positively to sustainability benefits, while others may be more receptive to hedonistic benefits. Addressing related varying motivational factors raises the demand for individualized interventions. These could be achieved by incorporating the personas' needs with more individualized products and services to promote sustainable behavior.

Laura Höpfl, Maximilian Grimlitz, Isabella Lang, Maria Wirzberger