Consumer’s intentions vs behaviors regarding sustainability: A Study performed in Sweden

Abstract: The research examines the different factors that affect the consumer's purchase decisions regarding sustainable products, it investigates the factors that cause the gap between their intentions and actual action taken regarding sustainability. In addition, this research delves into the nuanced interplay of individual attitudes, social expectations, and environmental awareness. The qualitative analysis, enriched by survey responses and interviews, uncovers multifaceted insights that extend beyond mere behavioral observations. By scrutinizing participants' perceptions and motivations, the study uncovers the intricate dynamics that drive sustainable consumption in the unique context of Sweden. This study provides helpful and valuable insights through the empirical data collected via both surveys and interviews and the performed analysis. The study’s findings benefit the companies operating in Sweden by taking advantage of to reach the consumers most effectively, by understanding the factors that shape their behavior.