How to Change Consumers' Behaviour

by Djamila Habib

Photo by Djamila Habib

The necessity for sustainable action is increasing steadily; however, there is little change in consumer behaviour. The main reasons for this include the market's focus on trends and sales, a lack of transparency when it comes to sustainability, greenwashing, and not enough alternative products. In order to effect a change in the consumer behaviour it is important to identify the points at which change is stagnating so that patterns of behaviour can be recognized and transformed. In this article, I will provide a reflective analysis of the factors that influence consumer behaviour and sustainable communication, including greenwashing. I will also address the challenges that consumers face in the market and offer insights into possible approaches for effecting change. 

Consumer Behavior

A close examination of the current fashion market and its communication reveals that the main focus is on short-lived trends, to promote the sale of newly released products (Blaazer 2024). The concept of (ultra) fast fashion in particular has been proven to appeal to consumers with an extensive range of products available. This gives the consumer a sense of convenience and false luxury in the shopping process, as a large number of goods can be purchased at low prices.

Communication of Sustainability

A study conducted by the Nuremberg Institute for Market Decisions in 2023 demonstrates that companies have recognized sustainability as a factor for sales-promoting behaviour and are addressing this in their communication as a subsequent correlation (Biró and Neus 2023). Nevertheless, the information overload and embellished half-truths do not create transparency for consumers, but rather uncertainty, distance from the issue and, in some cases, accusations of greenwashing (Biró and Neus 2023). It is acknowledged that incidents involving poor working conditions and greenwashing reduce consumer motivation to buy (2024), so many companies are hesitant to publicly communicate even small, though positive, advances in rethinking (Biró and Neus 2023). Consequently, consumers are deprived of the opportunity to access accurate and positive information.

Challenges in the Market

Sustainable fashion is challenging for consumers to access, and is consequently more expensive than other clothing. According to a study conducted by the Federal Republic of Germany (represented by the Federal Ministry for the Environment, Nature Conservation, Nuclear Safety and Consumer Protection, which is represented by the President of the Federal Environment Agency), the market share of sustainable clothing in Germany in 2022 was less than 9%. Despite consumers' willingness to pay a higher price for products with a genuine sustainability commitment (Biró and Neus 2023), more action is required to facilitate wider market access. Currently, the consumption of sustainable goods is characterized by a high degree of personal initiative.

Solutions

It is necessary to focus on removing barriers and offering truly sustainable alternatives in order to structurally change consumer habits (Blaazer 2024). The concept of a sustainable lifestyle must be redefined for the consumer, and the definitions of luxury, quality of life and enjoyment must be reconsidered. One potential approach involves a strategic realignment of the industry, moving away from an emphasis on immediate consumption towards a focus on the longevity of goods (Blaazer 2024). To do so, it is essential to facilitate the options of sustainable and circular options (Blaazer 2024).

A true pricing concept that incorporates “social and ecological costs” (Blaazer 2024) could serve as a viable alternative to the current sales price model. The dissemination of misleading information by (ultra) fast fashion companies needs to be curbed by stricter and international political guidelines (Blaazer 2024). Furthermore, the online and offline flow of information should reinforce each other (Scholz 2018), especially among GenZ, who at the moment is the generation with the greatest purchasing power and the most contradictory consumer behaviour (Scholz 2018).

Change is progressing in small steps. Intervening in consumers' behaviour (Blaazer 2024) is an important strategy for creative solutions that can establish new habits and firmly anchor the issue of sustainability in fashion.

Bibliography

Biró, T.; Neus, Dr. A. „Studie Greenwashing vs. Greenacting: Wünsche, Erwartungen und Perspektiven von Konsumenten und Marketingmanagern in acht Ländern,“ Nürnberg Institut für Marktentscheidungen e.V, 2023, https://www.nim.org/fileadmin/PUBLIC/3_NIM_Publikationen/NIM-Studien/NIMpulse/230717_NIMpulse_2023-4_Greenwashing_fin.pdf

Blaazer E. „Warum kaufen Menschen weiterhin Billigmode, obwohl sie nicht nachhaltig ist?“ 2024, https://fashionunited.de/nachrichten/mode/warum-kaufen-menschen-weiterhin-billigmode-obwohl-sie-nicht-nachhaltig-ist/2024111458994

Blaazer E. „Das Gen Z-Dilemma: umweltbewusst, aber süchtig nach Fast Fashion“, 2024,  https://fashionunited.de/nachrichten/hintergrund/das-gen-z-dilemma-umweltbewusst-aber-suchtig-nach-fast-fashion/2024110858943

Bundesrepublik Deutschland, vertreten durch das Bundesministerium für Umwelt, Naturschutz, nukleare Sicherheit und Verbraucherschutz, dieses wird vertreten durch den Präsidenten des Umweltbundesamtes,  „Indikator Nr. 18: Marktanteil nachhaltiger Bekleidung“ https://nachhaltigerkonsum.info/indikator-nr-18-marktanteil-nachhaltiger-bekleidung 

DeepL SE, https://www.deepl.com/de/translator

Scholz H. „Die Generation Z entdeckt den stationären Handel“, 2018, https://zukunftdeseinkaufens.de/generation-z-handel/

BIO:

Djamila Habib is completing her MA in Fashion Management at AMD – Akademie Mode & Design, in Berlin, with a focus on product and brand management as well as fashion retail. Originally from Hanover, Germany, she completed her BA in Integrated Media & Communication (dual) at the Hanover University of Applied Sciences and Arts, where she gained extensive experience in marketing, graphic design, art direction, campaign development, and project management. As a solution-oriented thinker with a creative mindset, she is always interested in understanding how other people's minds work and process.