Public discourse as a catalyst for sustainable consumption
A new study by the University of Zurich confirms this: Public discussions not only influence awareness of sustainability, but also actual consumer behavior. The results show that debates lead to more socially responsible purchasing decisions - regardless of consumers' personal values.
Sustainability is a key topic in the public debate, but the question arises as to how profoundly these discussions influence consumer behavior. Economists at the University of Zurich have investigated this in a comprehensive study and were able to prove that a public discourse prior to the purchasing process has a lasting effect on consumer behavior. Particularly noteworthy: the decision to buy socially responsible products is made even if this is associated with higher costs.
In controlled laboratory experiments, around 2,500 participants simulated trading in 187 fictitious markets. The choice was between a low-cost but socially harmful product and a more expensive, more socially responsible alternative. The decisive factor here was the possibility of communication: if a discussion was held before the purchase, the market share of fairly traded products increased significantly. Even in markets such as China, where traditionally less value is placed on social responsibility, the discourse led to similarly positive results as in Switzerland.
The study highlights how important public debates are for a change in consumer behavior. These findings provide valuable information on how responsible purchasing decisions can be promoted at a societal level.
