Chapter 1
Most people do not buy green products

The green economy-an economy where sustainability is the central factor-is on the rise. Its guiding principle is to foster such actions that do not only cater to profit and revenue but also the environment. This means keeping ecosystems free from pollution, preserving biodiversity, conserving raw materials for future generations, and preventing the exploitation of the Earth-all while striving for sustainable growth and successful business operations.

The good news is that awareness of this necessity has reached the broader public. Climate change, once perceived as an abstract concept, is now directly felt in our everyday lives. Severe storms, floods, rainy summers, and unseasonably warm winters serve as daily reminders of the ecological impact of our consumer-driven society. Politicians and companies have also placed ecological sustainability at the top of their agendas. Almost every company now pursues a sustainability strategy, and no manager would dare to dismiss the importance of the green transformation.

The second piece of good news is that many technological solutions already exist. Innovative technologies are enabling more resource-efficient manufacturing, transportation, and energy production. Entire value chains can be restructured, while recycling and upcycling extend product lifespans. Additionally, well-insulated buildings help reduce energy consumption significantly.

The third piece of good news is that each of us can play a role. The green transformation is not solely the responsibility of companies and governments-it also involves every individual.

People can contribute daily through conscious consumption choices (e.g., cycling, eating vegan, traveling locally). These decisions allow everyone to make meaningful, low-barrier contributions to a more sustainable future in their everyday lives.

So far, so good. But there's a catch: most of us don't act in a "green" way. Every day, we observe ourselves or others and realize that our consumption decisions often fall short of being as green as we would like them to be. Think of long-haul flights, meat consumption, purchasing non-biodegradable cleaning products, or using plastic crockery. The list goes on.

Why can't we make greener choices, even when the knowledge and opportunities are readily available? Is it simply a lack of good will?

The desire for and interest in green products are present

People in Western countries are eager for green products! Surveys consistently show that respondents almost unanimously consider green consumption and sustainability to be important. This sentiment spans all age groups, from the baby boomer generation to Gen Z. In fact, the trend toward sustainability has only grown stronger in the wake of the COVID-19 pandemic.

Many respondents also indicated a willingness to make meaningful changes to long-standing habits. Saving energy at home was the most frequently mentioned, followed by purchasing regional and seasonal products, and reducing meat consumption.1

But there's more! In various surveys, consumers reinforced their commitment by stating they were willing to pay a premium for green products. In some studies, 20?% of respondents expressed the noble intention of paying a surcharge of 50?% or more for green and thus sustainable products.2

Can you really blame companies for having high hopes of making significant profits from their sustainable offerings?

According to surveys, the conditions appear favorable: Consumers in Germany have a positive attitude towards green consumption, recognize the need to adapt their long-held habits, and are even willing to pay a premium. By all accounts, nothing should stand in the way of alternative green consumption and behavior patterns. Or is there?

However, the attitude-behavior gap prevails

The green transformation and green consumption do not fail due to a lack of knowledge or desire but rather due to a gap between people's intentions and their actual behavior. Products certified as Fairtrade, organic, seasonal, or otherwise sustainable are not as popular in retail as survey results might suggest.

In science, this phenomenon is referred to as the attitude-behavior gap. It describes a situation where people's attitudes align with certain values, but their behavior does not reflect these beliefs. The anthropologist Margaret Mead (1901-1987) aptly summarized this discrepancy: "What people say, what people do, and what you say they do are entirely different things."

This attitude-behavior gap is not merely an abstract scientific concept-it manifests in many everyday situations. Let's explore three examples to understand this concept better.

Excursus

Attitude-Behavior-Gap

The discrepancy between attitude and behavior is attributed to a variety of factors, such as high prices or a lack of information about the product in question. Sometimes, it simply comes down to convenience.

The attitude-behavior gap is particularly useful in understanding why people fail to adopt sustainable habits. After all, how else can we explain the fact that people consider green, sustainable behavior to be important, yet do not act accordingly? Why do so many people still overuse plastic bags? Why do we continue to buy more than we truly need? The attitude-behavior gap provides a possible explanation.

This phenomenon is also confirmed in countless market research studies. For example, a report by the fashion group Zalando (2021) found that 60?% of respondents considered transparency an important purchasing criterion. However, during the purchasing process, only 20?% of customers actively searched for information on transparency. This means that for 40?% of respondents, their stated attitude did not translate into actual behavior.

Example 1: Meat consumption in Switzerland is slightly increasing

Reducing meat consumption can make a significant contribution to climate protection. The average German emits 11.61 tons of CO2 equivalents per year. Switching to a vegetarian diet could save 0.45 tons of CO2 per year. Even reducing meat consumption by just a quarter could save 0.1 tons of CO2 per person on average. The biggest impact comes from reducing beef consumption.3

Thus, cutting back on meat offers the general public a simple, everyday way to contribute to the green transformation. In essence, all that needs to change is what's on our plates-a small adjustment that should be quite manageable.

According to Statista, per capita meat consumption in Germany has actually declined in recent years, which could be interpreted as a sign of growing awareness of sustainability and animal welfare. However, other factors are certainly at play, such as rising inflation and increased food prices due to the COVID-19 pandemic and/or the war against Ukraine. This makes it unclear whether the observed decline in meat consumption is driven by necessity or virtue.

The situation in Switzerland is slightly different. Here, meat consumption has remained stable, even showing a slight upward trend.4 While ecological awareness in Switzerland is similar to that in Germany, the economic situation differs. Inflation in Switzerland remains relatively low, meaning that the majority of people can still afford meat-and they continue to enjoy it.

This presents a classic example of the attitude-behavior gap in Switzerland. Many people consider sustainable, green consumption important, and reducing meat consumption is widely recognized as a key...