Reduce, Reuse and Deny: How Sustainability is Judged by Consumers

This research was an analysis of a series of interviews regarding what factors are considered when deciding if a given product is environmentally friendly or not. Participants were asked to select between products or practices as the generally more sustainable option, and were asked to explain their reasoning for that decision. Participants were encouraged to describe their reasoning behind each choice, but it was noted when certain choices were more challenging than others. Products that green-wash effectively generate trust between consumers trying to ‘do their part’ and industries attempting to capitalize on each side of environmental crises. Most sustainable practices participants participate in are done out of habit, not necessarily from trying to be deliberately environmentally friendly. This means the product does not have to actually be sustainable, companies only have to market their product well enough to be included in the consumers’ habitual use. This presentation will be done with a research poster.