Ipsos on the intention-behaviour gap for consumer purchasing decisions

Tamara Ansons, behaviour science consultant at Ipsos, and Ian Welsh discuss new research – from Ipsos and Innovation Forum – that shows how consumers, particularly younger consumers, are engaging with corporate sustainability issues. The results show that all demographic groups are interested in making sustainable choices, but conflicting demands makes acting on these a challenge. Ansons argues that companies should think about how to make these consumer choices easier. 

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