Nachhaltiger Konsum – Der Unterschied zwischen subjektiv und objektiv um-weltfreundlichem Kaufverhalten

Part of the Theorie und Praxis der Nachhaltigkeit book series (TPN)

Zusammenfassung

Der Umsetzung nachhaltigen Konsumverhaltens stehen subjektive und objektive Barrieren entgegen. Der Artikel geht auf die wesentlichen Einflussfaktoren ein. Auf Grundlage der Theory of Planned Behavior und Daten des GfK Consumer Panels kann zwar bestätigt werden, dass Konsument_innen nachhaltige Aspekte in ihr Kaufverhalten einfließen lassen und ihr Kaufverhalten als nachhaltig einstufen. Es besteht allerdings eine Diskrepanz zwischen selbstberichtetem und tatsächlich realisiertem Kaufverhalten. Weiterhin werden Methoden zur Umweltwirkungsbewertung von Produkten vorgestellt, um die subjektiv als nachhaltig empfundenen Verhaltensweisen mit objektiven Kriterien überprüfen zu können. An Beispielfällen wird gezeigt, dass das subjektiv nachhaltige Verhalten nicht in objektiv nachhaltigem Verhalten mündet. Eine entsprechende Abweichung kann kaum mit unterstellten Mehrkosten für nachhaltige Produkte erklärt werden.

Konsument_innen wollen umweltfreundlich konsumieren und gehen auch davon aus, dass sie dies tun. Das mangelnde Wissen über die Umweltwirkungen von Konsumgütern und die einfachen Heuristiken bei der Konsumentscheidung stehen aber letztlich einem nachhaltigen Konsumverhalten entgegen. Am Beispiel des Carbon Footprint lässt sich dieses Phänomen bei einigen Konsumgütern nachweisen. Schließlich werden die Eignung dieses monokriteriellen Indikators und mögliche Alternativen diskutiert.

Schließlich sollen Konsument_innen für mögliche Lücken zwischen subjektiv und objektiv nachhaltigem Konsumverhalten sensibilisiert werden, um zukünftig ein kongruentes Handeln zu ermöglichen. In diesem Sinn können die Ergebnisse als Ausgangspunkt für ein methodisch fundiertes Nachhaltigkeitsmarketing dienen.

Schlüsselwörter

Carbon Footprint Nachhaltiger Konsum Bio-Produkte Theory of Planned Behavior Konsumentenverhalten 

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Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  1. 1.Institut für Industrial EcologyHochschule PforzheimPforzheimDeutschland

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