This report focuses on sustainable production and consumption in Ireland, with particular attention to how social norms influence consumer behaviour. It explores how everyday decisions around shopping, food purchasing, waste, and transport are shaped by environmental concern, knowledge, beliefs, income, gender, household type, and social influence. The report highlights that people’s sustainable choices are not shaped by awareness alone. Practical factors such as price, access to sustainable products, household routines, and transport options also influence whether people behave sustainably.
Methods
The study used a questionnaire survey to collect data from Irish residents about sustainable production and consumption behaviours.
The questionnaire included 119 questions across five areas: consumer profile and socio-economics, social influences on consumption, shopping and food-purchasing habits, waste management habits and views, and environmental awareness.
A total of 437 validated responses were collected between July and December 2019, mainly through online distribution.
The researchers used statistical analysis, including factor analysis, regression analysis, and an agent-based model, to explore the relationship between environmental awareness, social norms, shopping habits, waste behaviour, and socio-demographic factors.
Main Findings
Environmental concern, environmental knowledge, beliefs, and concern for local businesses were identified as key drivers of sustainable consumer behaviour.
Environmental knowledge was important because a lack of understanding created a barrier to more sustainable choices.
Price was a major issue. Consumers could unintentionally choose less sustainable products when cheaper discounted options were available.
Sustainable food purchasing was linked with better environmental awareness and reduced food waste.
Women were more likely than men to show sustainable food behaviours, such as planning shopping and wasting less food after meals.
People on higher incomes were more likely to understand sustainability terms, but lower-income consumers were more likely to be influenced by eco-labels and sustainability labels when buying products.
People living in rented or shared accommodation were less likely to plan or budget before shopping.
For transport, car users were the least supportive of public transport incentives, while bus users and cyclists were more open to suggested measures.
The main conclusion is that awareness campaigns alone are not enough. Policies need to target specific groups and address practical barriers such as price, product availability, transport options, and household habits
