What: The article highlights the contradiction between consumer surveys indicating a preference for sustainable products and actual shopping behaviors.

Why it is important: This emphasizes the gap between intentions and actions, the complexity of defining sustainability, vested interests in promoting sustainability narratives, and questioning the premise that buying more "sustainable" products will lead to a more sustainable planet.

The article critically examines the disparity between consumer surveys on sustainable consumption and their actual shopping behaviors, particularly during high-consumption events like Black Friday, in particular the following trends:

Consumer Behavior Contradiction: Despite surveys indicating a preference for sustainable products, actual consumer behavior during events like Black Friday shows a different trend, with little regard for sustainability.

Survey Limitations: Consumer surveys often fail to accurately capture the motivations behind shopping habits, as responses can be influenced by various factors, including a desire to impress or a lack of self-awareness.

Gap Between Intention and Action: There is a notable difference between what consumers claim they want to do (live sustainably) and their actual actions, with only a minority actively changing their behaviors.

Ambiguity of Sustainability: Defining what constitutes a "sustainable" product is challenging due to the complexity of factors involved, such as durability, resource usage, and environmental impact.

Commercial Interests in Sustainability: Organizations conducting sustainability surveys often have vested interests in the sustainability sector, potentially biasing the narrative towards a rise in sustainable consumerism.

Questioning Sustainability in Consumption: The article challenges the idea that purchasing more sustainable products will lead to a more sustainable planet and questions the effectiveness of practices like resale and circularity.

Consumer Behavior vs. Environmental Urgency: The supposed shift in consumer behavior towards sustainability is contrasted with the more immediate and clear tipping points related to environmental degradation.

Don’t believe what consumers say when it comes to sustainability