Abstract

Sustainable consumption enables the development of eco-friendly production and consumption patterns. This alternative to traditional consumption has become a choice—even a lifestyle—for a rising number of people who question the ecological and ethical qualities of the consumer goods they buy. As the demand and supply of eco-friendly products grow, it is relevant to understand people’s expectations and perceptions of eco-friendly products in relation to their commitment to sustainable consumption. Twenty-seven participants responded to a multiple-choice questionnaire, evaluating their commitment to sustainable consumption. The level of commitment was ranked either as “low to medium” or “medium to strong.” Respondents were then invited to complete an individual semi-directed interview. Those initial findings show that the current eco-friendly products supply does not really meet the respective perceptions and expectations of the two profiles. In this regard, the present study identifies specific characteristics for each group in order to support the diversification of the green market.