Mind the Gap! How can the sustainability attitude–behavior gap be closed?

The study, conducted by Consumer Panel Services Germany GfK GmbH (CPS GfK) and the FUTURE Institute for Sustainable Transformation at Frankfurt School of Finance & Management, examines why consumers often fail to act in line with their sustainable beliefs.

Nuremberg / Frankfurt am Main, October 24, 2024 – The so-called attitude–behavior gap (ABG) describes the discrepancy between consumers’ sustainability attitudes and their actual purchasing behavior. In their study, CPS GfK— a leading company in shopper insights and part of YouGov since January 2024—together with the FUTURE Institute, investigate the key factors influencing this gap in the context of sustainability.

The gap is measured using the “Eco(logical)-Basics ABG” index, which captures the discrepancy between a household’s sustainable attitudes and its actual sustainable purchasing behavior. The data shows that despite a growing willingness to consume sustainably, many consumers fail to translate their intentions into action—primarily due to financial and practical barriers.

Sustainable attitudes, inconsistent behavior

Analysis of household data shows that households with a positive attitude toward sustainability cover, on average, only 14.6% of their fast-moving consumer goods (FMCG) demand with sustainable products. This results in an average ABG of 0.517 (0 = no discrepancy, 1 = maximum discrepancy), highlighting the gap between attitudes and actual behavior.

This gap is particularly pronounced among older consumers as well as households with lower income and lower levels of education.

Income and education as key framework conditions

The study demonstrates that socioeconomic status plays a crucial role in shaping sustainable purchasing decisions. Households with higher income and education levels show a smaller gap between their sustainability attitudes and actual purchasing behavior. These groups benefit from greater financial resources and better access to information, enabling them to act more consistently with their values.

For example, the Eco(logical)-Basics ABG is 0.494 among households with higher education, compared to 0.542 among those with lower education. While the difference may appear small, the scale (0 to 1) indicates a clear behavioral gap between the groups.

Notably, households with low and high income show little difference in their sustainability attitudes—but a significant difference in their actual purchasing behavior. This suggests that financial and practical barriers play a decisive role in translating pro-sustainability attitudes into action.

The role of pricing, convenience, and retail channels

A key factor influencing sustainable purchasing behavior is the price difference between sustainable and conventional products. The findings show that the smaller the price gap, the more likely consumers are to choose sustainable alternatives. In categories such as meat and dairy products—where price differences are particularly high—the ABG is also the largest. This indicates that pricing strategies are a crucial lever for promoting sustainable consumption.

The study also highlights the importance of convenience. Sustainable products must match conventional alternatives in terms of functionality and quality. Consumers are generally not willing to compromise on enjoyment, taste, or product performance in favor of sustainability. Products must also be easy to integrate into everyday shopping routines. Households that perceive sustainable products as less convenient exhibit a larger gap between attitudes and behavior.

A broad product range promotes sustainable consumption

The study also emphasizes the importance of offering a wide range of sustainable products. A larger selection of sustainable alternatives leads to a smaller ABG, as consumers are more likely to find a product that meets their needs.

Retail channels that make sustainable products easily accessible and visible—such as organic supermarkets and drugstores—show significantly lower ABG levels. In contrast, discounters and hypermarkets exhibit larger gaps, despite reaching broad consumer groups.

Positive communication as a driver of behavioral change

Another key finding is that marketing based on guilt or negative emotions is often rejected by consumers. In contrast, positive communication emphasizing the benefits of sustainable products is much more effective. Households that actively engage with sustainability and receive positive incentives show an Eco(logical)-Basics ABG of 0.503—significantly below the FMCG average.

“Our research clearly shows that consumers are guided by the right values and intentions, but often face structural and social barriers that prevent them from acting accordingly,” comments Silke Leibmann, Global Commercial Director, Advanced Solutions at CPS GfK.

Benedetta Pompetzki, Senior Project Manager at the FUTURE Institute, adds:
“It is crucial that both companies and policymakers work more intensively to reduce these barriers and facilitate the transition to more sustainable consumption patterns.”

Background: Market gaps in sustainable consumption

Despite growing consumer interest in sustainable products, significant market gaps remain, caused by innovation barriers, long development cycles, and limited availability. To close these gaps, companies must develop scalable sustainable solutions and strengthen collaboration with regulatory bodies. Broader product availability and shorter innovation cycles are essential for driving lasting behavioral change.

At the same time, consumers need clear and reliable information to make informed, sustainable choices. The current “label jungle” and misleading eco-claims complicate this process and create mistrust. Simplifying and standardizing sustainability labels is essential to strengthen consumer confidence.

Finally, stronger regulatory support is needed. Government policies and incentives are key to closing the gap between consumer attitudes and behavior. A clear and transparent regulatory framework can help promote sustainable decisions and reduce the attitude–behavior gap.

About the study

The study is based on insights from 15 expert interviews with professionals from academia and industry, as well as a quantitative analysis of the sustainability attitudes and actual consumer behavior of 12,863 German households. It examines the key drivers of consumption behavior across various categories, including food and near-food products, within the FMCG market at the point of sale (PoS).

The full study is available for download here (via CPS GfK) and here (via the FUTURE Institute).

Note

The CPS GfK brand is used by YouGov under license from GfK. A YouGov brand will replace CPS GfK. GfK and its affiliates do not own and are not affiliated with the YouGov brand.

About CPS GfK

CPS GfK is proud to be a trusted partner for the FMCG industry, providing key insights into shopper behavior. The company delivers relevant information on who buys what, where, how much, how often, and why (or why not). With high-quality, continuous data, consulting services, and expertise, CPS GfK helps its clients deliver superior customer experiences at every stage of the shopper journey. By tracking purchasing behavior over time and across locations, CPS GfK provides deep insights into customer motivations, behaviors, and patterns—past, present, and future. CPS GfK is part of the YouGov Group. More information: www.gfk-cps.com/

About the FUTURE Institute

The FUTURE Institute for Sustainable Transformation at Frankfurt School of Finance & Management is a research- and action-oriented institution dedicated to advancing sustainability in business and society. Its mission is to translate academic research into practical strategies for companies and support them in becoming more responsible.

The institute focuses on turning sustainability concepts into concrete actions, offering solutions grounded in rigorous scientific research. Its approach centers on reducing environmental impact (footprint), increasing positive societal contributions (handprint), and fostering collective action through education and collaboration (heartprint). Through thought leadership, applied research, and education, the FUTURE Institute supports organizations on their sustainability journey, driving measurable positive change and cross-sector collaboration.