There is a great social approval for decisions and behavior that takes long time consequences for the society, the economy, and the environment into account. Consumers who highlight values of sustainability are not any longer a minority, but a vast majority within Western societies. However, at present there is little evidence whether the same sustainability factors are important drivers of consumer behavior in all sectors or whether specific sustainability factors drive consumer behavior in different sectors. The projects examines the importance of sustainability factors in different sectors.



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