Companies’ actions for more sustainable consumption

Abstract

This paper investigates how companies may efficiently enhance customers’ sustainability awareness, first, by identifying the root causes of consumers’ low level of engagement in sustainability. Second, by understanding the most trustworthy sorts of advertising. Third, comprehending the SHIFT framework to find solutions based on the previous three steps. This paper proposes actions for businesses to improve their customer’s awareness of sustainability. Due to underlying root causes such as lack of knowledge about sustainability, lifestyle, sustainable products, and the activities businesses make to achieve sustainability goals, individuals with unsustainable lifestyles have wrong beliefs that impact their behaviours. As a result, companies should address the various root causes using the most trusted and influential factors, including social media, conferences, and word of mouth, to create a new consumer profile more involved in sustainability. Companies can use the SHIFT framework to make people feel and believe they are part of the problem and the solution. This study directs businesses towards solutions that address the underlying causes of the problem by addressing beliefs and feelings and engaging consumers.