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Climate change has long been on the minds of most consumers - but there is often a large gap between the realisation of the need for sustainable action and actual behaviour. Our study "Between climate awareness and consumer reality" gets to the bottom of this discrepancy.

The results show how differentiated consumers classify their own consumer behaviour and in which areas they are willing to adapt their consumer behaviour and what already influences their purchasing decisions. What is particularly exciting is that the majority of respondents signalled an interest in more transparency - through CO� labels or a personal CO� account - as support for climate-conscious action in everyday life.

Three key findings from :

• Industry differences

The study looks at the retail, consumer goods, telecommunications, media and technology sectors. It shows in which product categories consumers are willing to change their consumption behaviour - and where they would even accept a surcharge for climate-friendly alternatives. Consumers' willingness to change their consumption behaviour is particularly high for electrical and household appliances, drugstore products and food, while it is lowest in the areas of finance and investments.

• Four types of sustainability - sustainability is relevant, but not the same for everyone

Around a third of consumers act in a consistently sustainable manner. The majority exhibit selective, price- or convenience-driven behaviour. Based on the survey, four different types of sustainability can be distinguished - from the "convinced pioneers" to the "indifferent and sceptics".

• Transparency works: COâ‚� labelling influences purchasing decisions

73 per cent of consumers say that CO� labels influence their product choice. Curious for more insights?

Discover all the results and insights in our study to better understand consumer needs in the area of conflict between climate protection and consumer behaviour.