This study conducted by My Sustainable Canada in 2011 provides a current portrait of the Canadian consumer’s green purchasing behavior. In a multi-stage study, researchers first intercepted shoppers outside of retail stores in Guelph and Montréal and asked them about their purchases. Shoppers were then asked to complete an in-home inventory. They recorded which of 115 products and 20 services they had on hand and identified which ones they thought were sustainable. The actual sustainability of the products and services they said they had was determined and a household sustainability index was developed to compare the information provided by the 104 participating households.
The study provides a number of insights into current green purchasing behavior:
My Sustainable Canada received funding from Industry Canada’s Contributions Program for Non-profit Consumer and Voluntary Organisations for this research project. The views expressed in this report are not necessarily those of Industry Canada or the Government of Canada.
Linda Varangu, M.Eng.
Tania Del Matto, M.ES.
Brendan Wylie-Toal, B.Sc., HBOR
Marc Hébert, B. Comm.
Paulette Padanyi, Ph.D.
P. Wesley Schultz, Ph.D.
Coral M. Bruni, M.A.
Colleen Thorpe, M.Env.
How Do Consumers Identify Sustainable Products and Services?