From Attitude to Behaviour: Shifting Consumer Behaviour towards Pro-Environmental Consumption in the Danish Home Care industry

Anqi Wu & Réka Farkas

Student thesis: Master thesis


Companies have often experienced an attitude – behaviour gap from consumers’ side in various fields and industries when it comes to sustainability. This phenomenon has been described by many research papers, however, a gap seems to emerge in the Home Hygiene market within the FMCG industry, that has not been researched excessively in the past. Existing literature describes several factors that might motivate consumers to shift their behaviour towards sustainability, and collects ideas what might be causing this consumer attitude-behaviour gap, however, these are mainly generalized theories and that have not been studied in the context of home cleaning industry. Since every market has their own characteristics, and consumers’ motivations, assumptions and the barriers they experience can differ from industry to industry, the purpose of this thesis is to assess the existing theories in the context of this research and apply the most relevant parts on the consumers in order to test their effectiveness.
This topic is explored through a dynamic theoretical research in order to identify the most relevant parts of the existing models and frameworks, then, based on the findings, a qualitative research is conducted. The participants of the research are average Danish consumers on the home cleaning market with various engagement level towards sustainable goods, and the data collection is done through semi-structured interviews. This primary research seeks to understand the barriers consumers experience towards purchasing green cleaning products, and tests the different drivers and parts of the previously examined theoretical models that were deemed relevant.
Findings describe the attitude-behaviour gap of consumers and the underlying reasons for this phenomenon, and collects the main motivators that have the potential to shift their behavior towards sustainable purchases. The outcome of the research is then analysed by the structure of marketing mix, and an optimal marketing mix is created as a guideline for marketing managers, who are changing towards sustainability and are aiming to convert their consumers into more green behaviour. This framework offers different tools for companies that they can utilize to close the consumers’ attitude –behaviour gap on the home care market.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2021
Number of pages132
SupervisorsKarin Tollin