Sustainable products grew faster in 90% of product categories  A study reported in the Harvard Business Review found that products marketed as ‘sustainable’ out-sold their competitors in 90% of CPG product categories. The same study identified that sales of products marketed as sustainable were growing in 5 – 6 times faster than their competitors. This […]

Sustainable products grew faster in 90% of product categories  A study reported in the Harvard Business Review found that products marketed as ‘sustainable’ out-sold their competitors in 90% of CPG product categories. The same study identified that sales of products marketed as sustainable were growing in 5 – 6 times faster than their competitors. This reflects a growing trend towards the purchase of products considered to be environmentally friendly, and, more broadly, the extent to which attitudes impact on purchase behaviour.Psychologists have identified four categories of factors that influence purchase behaviour: Psychology Culture Social Personal Psychological factors include motivation (consumer needs), perception (sense of the world), learning (research and experience), and attitudes and beliefs (largely emotional factors).Cultural factors include culture (values, customs and traditions), sub-culture (religious groups, etc.), and social class (socio-economic background).Social factors include reference groups (groups individuals identify with and follow – social movements etc.), family (relatives and…