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Summary
This summary is machine-generated.

This study developed the Five Factor Sustainability Scale (FFSS) to identify distinct sustainability segments. The FFSS effectively profiles consumer attitudes, aiding future sustainable behavior change interventions.

Keywords:
environmental sustainabilitylifestylesmulti-domain sustainability segmentsscale constructionsegmentation

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Area of Science:

  • Environmental Psychology
  • Consumer Behavior Research
  • Sociology

Background:

  • Understanding consumer sustainability attitudes is crucial for promoting pro-environmental behaviors.
  • Existing measures may not adequately capture the multifaceted nature of sustainability attitudes.
  • Identifying distinct consumer segments based on sustainability attitudes can inform targeted interventions.

Purpose of the Study:

  • To develop and validate a measurement device, the Five Factor Sustainability Scale (FFSS), for assessing sustainability attitudes.
  • To identify and profile distinct sustainability segments within a population.
  • To explore the relationship between sustainability segments and behavioral/sociodemographic data.

Main Methods:

  • Development of the 31-item Five Factor Sustainability Scale (FFSS) based on literature review.
  • Application of a factor-cluster segmentation approach on a nationally representative sample (N = 508).
  • Profiling of identified sustainability segments using behavioral and sociodemographic data.

Main Results:

  • Five key sustainability factors emerged: sustainable spending, skepticism, responsibility, support, and mobility.
  • Cluster analysis identified four distinct sustainability segments: Convinced Sustainers, Sustainable Wannabes, Sustainable Non-Believers, and Non-Sustainers.
  • Significant differences in behavioral and demographic data were observed across the four segments.

Conclusions:

  • The FFSS is a validated tool for assessing multiple domains of environmental sustainability attitudes.
  • The identified sustainability segments provide a nuanced understanding of consumer attitudes towards sustainability.
  • The FFSS can serve as a valuable tool for designing and evaluating interventions aimed at promoting sustainable behavior change.