Trends Report

The Green Consumer Paradox

Lower The Five Barriers To Sustainable Behaviors To Activate Green Consumers

April 12th, 2024
With contributors:
Martin Gill , Mike Proulx , Amy DeMartine , Victoria Manes , Jen Barton


Many consumers want to act sustainably but struggle to do so. Despite reporting willingness to pay a premium for greener products, few actually purchase sustainable products. The resulting cognitive dissonance can trigger unease, discomfort, anxiety, and guilt. This report helps B2C marketing executives understand the gap between consumers’ sustainability intentions and actions and shows how to break down five key barriers to encourage sustainable behaviors.

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