Walking the talk : Political consumers and their information search towards more sustainable consumption choices

Abstract: Political consumers, by using their consumerism to make political statements, constitute a potential force in changing global consumption patterns towards more sustainable ones. Thus new insights concerning this specific group and its ways of searching for information prior to a purchase decision might help understand the mechanisms behind sustainable consumption choices. This study is based on a series of twelve personal qualitative interviews conducted with Swedish consumers of sustainable goods. These interviews confirmed certain characteristics known to political consumers, such as a high level of commitment, high standards regarding information and the frequent use of labelling schemes. Furthermore this study has shown the complexity experienced by this group of consumers regarding sustainability claims and the role of a chosen “sustainability champion” in helping make sense of this complex information. Finally this study reminds of the significance of respecting the consumer and his trust for a message as well as the need for simple and clear information tools to distinguish proper sustainable goods from others.