Sustainable Consumption in Finland—The Phenomenon, Consumer Profiles, and Future Scenarios

Consumer Profiles
INTRODUCTION
This research introduces eight different types of sustainable consumers and their future scenarios. We profiled
consumers from the angles of intrinsic and extrinsic motivation and egoistic and altruistic motivation. We
applied to the Structure of Motivation for Sustainable Choices which is based on the Theory of Interpersonal
Behaviour (Triandis, 1977). The qualitative data (n = 37) and quantitative data (n = 1023) were analyzed by
mixed methods. The identified consumer profiles were the Uncompromising, the Autocrats, the Curious, the
Ambitious, the Bystanders, the Devoted, the Caretakers, and the Dreamers. The quest for sustainable
consumption was verified for all the consumer groups.
The Devoted and the Uncompromising are consumers
that are strongly aware of the consequences of their consumption. They represent altruistically and intrinsically
motivated consumers. From the perspective of marketing and product conceptualizing, it is essential that quality,
rather than price, counts for much in several of the consumer groups that are intrinsically motivated.
Extrinsically motivated consumers (the Caretakers, the Dreamers and the Bystanders) account for 53.5% of
Finnish consumers. They represent enormous potential for social change, as they can be influenced in many
ways.
The product or service that appeals many of the identified consumer groups is the one where both the
egoistic and altruistic consequence of consumption coincides. For example, locally produced organic vegetables
benefits the local community, food and nutrition promote public health, and consumer choice maintains
biodiversity and helps establish global food security.

TABLE OF CONTENTS
Cover Page – – – – – – – – – –
Title Page – – – – – – – – – –
Certification – – – – – – – – – –
Dedication – – – – – – – – – –
Acknowledgement – – – – – – – – –
Abstract – – – – – – – – – –
Table of Content – – – – – – – – –
Chapter One: Introduction
Background of the Study – – – – – –
Statement of the Problem – – – – – –
Objectives of the Study – – – – – – –
Research Questions – – – – – – –
Research Hypotheses – – – – – – –
Significance of the Study – – – – – – –
Scope/ Limitation of the Study – – – – – –
Definition of Terms – – – – – – –
Chapter Two: Review of Related Literature
2.1 Introduction – – – – – – – – –
2.2 Conceptual Framework – – – – – – –
2.3 Theoretical Framework – – – – – – –
2.4 Empirical Review – – – – – – – –


Chapter Three: Research Methodology
3.1 Introduction – – – – – – – –
3.1 Research Design – – – – – – – –
3.3 Area of the Study – – – – – – – –
3.4 Population of the Study – – – – – – –
3.5 Sample Size and Sampling Techniques – – – –
3.6 Instrumentation – – – – – – – –
3.7 Validation of the Instrument – – – – – –
3.8 Administration of the Instrument – – – – –
3.9 Method of Data Analysis – – – – – – –

Chapter Four: Presentation, Analysis and Interpretation of Data
4.1 Introduction – – – – – – – – –
4.2 Presentation and Analysis of Data – – – – –
4.3 Testing of Hypotheses – – – – – – –
4.4 Discussion of Findings – – – – – – –
Chapter Five: Summary, Conclusion and Recommendations
5.1 Introduction – – – – – – – – –
5.2 Summary – – – – – – – – –
5.3 Conclusion-------------------