Conscious Consumer Survey

In August of 2008, the Center for a New American Dream collaborated with Boston College researchers Juliet Schor, Amory Starr, and Margaret Willis, to survey affiliates of the Center about conscious consumption.  The detailed online questionnaire asked participants about the decisions they make in their everyday lives to reduce and change their consumer habits, the goals and values that motivate them, and the actions that they are taking socially and politically in their communities to support a more just and sustainable world.  Over 1800 affiliates participated.

The vast majority (87%) of respondents reported that they had made some change to their lifestyle to make it more sustainable, and of those, many had made an effort to consistently reduce energy use, drive less, reduce their use of plastic water bottles, and reduce meat consumption, among other actions (see Table 1 for several of the items included in the survey).

Table 1: Conscious Consumer Practices

CNAD Survey†
%

Have you done anything to change your lifestyle to make it more environmentally sustainable?

Yes

87

No

2

Not sure

11

Of those who answered yes to the above question, percent who:
  • Change light bulbs

97
  • Reduce utility use (energy efficient house/windows, unplug appliances, wood heat, etc)

93
  • Drive less (combine errands, walk more, etc)

90
  • Discontinue purchases of plastic water bottles

88
  • Conserve water

87
  • Buy green household products

81
  • Have considered / have become a vegetarian

78
  • Take fewer airplane flights

64
  • Commute to work in a way other than an automobile

44
  • Purchase a hybrid car

14

† Data for the first question (change in lifestyle) are based on 2164 responses. Data for subsequent questions are based on the 87% of respondents who answered “yes” to the first question, 1890 respondents.
Percents for different consumption practices based on those who answered from 4 to 7 on a scale of “1=very inconsistently” and “7=very consistently” engage in the practice.

A number of values and goals motivate these actions.  “Living in accordance with my values” was most consistently rated “very important” among respondents.  But other motivations, from promoting personal health to supporting the local economy, were also very important among respondents and not mutually exclusive (see Table 2). 

Table 2: Percentage of those rating various motivations for consumer decisions as “very important”

 

  

%†

Number of repondents

Living life in accordance with their values

 

64

2195

Reusing, recycling, secondhand

  

57

2201

Reducing overall consumption

  

56

2202

Addressing ecological issues

  

51

2233

Promoting personal health and product safety

  

50

2196

Seeking quality products, craftsmanship

  

47

2205

Addressing climate change

  

45

2222

Promoting the well-being of the next generation

  

43

2223

Supporting the local economy

  

43

2225

Supporting alternatives to the dominant consumer culture

  

43

2184

Living simply

  

41

2208

Promoting fair wages and incomes for workers and producers

  

38

2225

Enjoyment

  

30

1796

Serving as a model for other people to see

  

25

2197

Being avant-garde

  

6

1730

† Percent includes those who answered 7 on a scale from 1= “Not very important” to 7= “Very important”

Download the survey results (pdf).