What Goes Around Comes Around - A Quantitative Study of Swedish Consumers’ Attitudes Towards Sustainable Consumption Models

Aim and Purpose: The aim with this thesis was to provide answers to the two research questions: “Which of the four consumption models (“Circular economy”, “Shared economy”, “Environmentally friendly”, and “Conventional”) do Swedish consumers prefer, in relation to different product markets and product categories?” and“Are there any distinctive demographic segments among consumers preferring a specific consumption model? In that case, which ones?”. The purpose of this thesis was to facilitate easier ways for consumers and practitioners to act more sustainably in the marketplace. The results of our study can guide practitioners in making decisions of which sustainable consumption model to practice for a specific product market and category, and which consumers to target. By this, practitioners can offer sustainable consumption models that align with consumers’ desired ways of consuming various products. Methodology and Empirical Evidence: Based on previous research about attitudes towards sustainable consumption models, perceptions on choice of preferred consumption model were collected from a total of 504 Swedish respondents through a Web survey. The data was analysed through cross-tabulations to examine which consumption model is most preferred by consumers for a specific product market. Findings: The results of this thesis indicate that the individual consumer does not consistently prefer to consume according to one sustainable consumption model, but shift preference in consumption model for different product markets and categories. Moreover, the choice of preferred consumption model differs significantly, based on both product category and the respondents’ demographic characteristics.