Sustainable Consumption: Identifying four occupational and generational segments

Sustainable consumption is becoming very important for marketers due to the heightened awareness of sustainable development across countries and increasing focus on Sustainable Development Goals (SDG) 2030 (UN, n.d.; UNFCCC, n.d.). High income countries have high unsustainable consumption despite SDG 12 calling for more sustainable production and consumption (Sachs et al., 2022). The latest sustainable development report 2023 stresses on dietary shifts for higher sustainable consumption but we do not know if all sustainable consumers behave in same way towards all aspects of sustainable consumption.