Did you know that 92% of consumers occasionally buy sustainable products? But what exactly does “sustainable” mean? The 1994 edition of the Dikke Van Dale dictionary would define it as ‘suitable, intended to last a long time’. Yet, sustainable food often has a shorter shelf life, doesn’t it? That’s right. “Sustainable” has acquired a broader meaning today. But what do consumers actually understand by this concept?
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The definition in the Dikke Van Dale has since changed. Currently, the meaning of “sustainable” in this dictionary is: ‘1 long-lasting; 2 subject to little wear or decay; 3 having little impact on the environment: sustainable energy sources wind, sun, hydropower, etc.; sustainable production (Dikke Van Dale, 2020).’ The concept is now somewhat clearer, but also not entirely, precisely because sustainability appears to have multiple meanings, and it can vary per company or person which of these meanings they are referring to.
Sustainable: A Relative Meaning
For society, ‘sustainable’ is a rather relative word, and our research confirms this. We asked consumers the following question: What makes a product sustainable? One consumer responded: ‘It must not contain plastic, it must have a sustainability stamp, it must be fresh and from our own country.’ Another consumer reacted: ‘It must be animal-friendly and environmentally friendly. And provide a fair income for farmers, for example.’ And yet another consumer said: ‘It must be long-lasting, made from resources that do not deplete the earth, be recyclable, and produced fairly.’ In short, so many people, so many opinions.
“Sustainable Characteristics” According to Consumers
What truly makes a sustainable product sustainable according to the consumer? What criteria must a sustainable product meet? By comparing all consumer responses, a total of nine characteristics of sustainability came to light. These are the features that consumers believe sustainable products must possess.
9 Characteristics of Sustainable Products:
- Sustainable products are products of better quality and therefore last longer
- Sustainable products are local products that do not need to be transported far
- Sustainable products are products made under good conditions for people and animals
- Sustainable products are products for which a fair price is paid (fair trade)
- Sustainable products are products without chemical additives, for example, organically packaged
- Sustainable products are products that are economical, using little electricity and water
- Sustainable products are products that are produced ‘greenly’ without depleting the earth
- Sustainable products are products that contain no animal ingredients, i.e., are vegan
- Sustainable products are products produced according to organic guidelines
The characteristics of sustainability paint a picture. But how do these attributes translate into concrete products? We asked consumers which sustainable products they had purchased in the past month. Reusable water bottles, bin bags, organic food such as vegetables, pasta, and eggs, fair trade chocolate, eco-friendly cleaning products, and unpackaged fruit and vegetables were mentioned most frequently by consumers.
