The Attitude Behavior Gap (ABG) reflects the inconsistency between consumers’ pro-sustainable attitudes and their actual consumer behaviors.

This study, conducted by the main project partners, Consumer Panel Germany GfK and YouGov and the FUTURE Institute of Sustainable Transformation, ambitiously sets out to bridge not only the gaps in academic literature but also the chasm between sustainable attitudes and real world behaviors. Co-publisher of the study is Procter & Gamble (P&G) Germany, which enriches the study with insights from a current project with WWF Germany on the sustainable usage of resources.

The goal is to move beyond abstract explanations to offer concrete solutions, adopting a stringent, objective definition of sustainability that emphasizes tangible metrics like product labeling and communications. Our methodology incorporates a diverse array of data sources consumer panel data comprising about 12,000 German households to academic literature – to develop and test actionable hypotheses.