CONSUMER PERCEPTIONS OF SUSTAINABILITY: AN EXPLORATORY STUDY

Keith E. Ferguson
Michigan State University

Joseph F. Hair Jr.
University of South Alabama

Rui Vinhas Silva
Ana Oliveira-Brochado
ISCTE-University of Lisbon

Muhammad Musharuf Hossain Mollah
Western Michigan University

ABSTRACT

This study looks at consumer intentions to purchase sustainable products and services,
and how that is related to their experience, met expectations, reference groups norms, and
information provided by eco-labels. A mixed method approach was used to develop hypotheses by
conducting qualitative research to devise a theoretical consumer perceptions model based on the
theory of planned behavior. The results reveal that U.S. consumers use eco-labels to guide their
purchase behavior, have positive perceptions of sustainable products, exhibit a strong desire to
purchase sustainable products, and want to be good stewards of the environment and society.
Moreover, reference group influence is a strong predictor of sustainable product purchase
behavior.

Keywords: Sustainability, consumer experience and perceptions, reference group influences, eco-labels, and
likelihood to purchase sustainable products