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To what extent are Austrians actually committed to buying fair and sustainable products in 2025?
A recent study conducted in cooperation with m.core/WU Vienna as part of the “Im Fokus” series offers fascinating insights — with some surprising developments compared to 2021.
For a long time, sustainable consumption was seen as a reflection of social awareness and personal responsibility. But a new survey from May 2025 reveals: enthusiasm for sustainable products appears to be slightly declining — at least when it comes to actual purchasing behavior.
Decline in the Purchase of Fair & Sustainable Products
In the latest survey, 314 individuals in Austria provided information about their purchasing habits and attitudes toward sustainable consumption. The result: on average, respondents today no longer consider their own purchasing behavior to be more sustainable than that of others — a decline compared to 2021, when participants still rated themselves as more engaged in buying fair and sustainable products.
Gender-specific differences are also less pronounced in 2025. While women still reported buying sustainable products more often than men in 2021, these differences are no longer statistically significant.
Sustainable Consumption as a Means of Standing Out?
An interesting aspect of the study addresses whether sustainable consumption also serves as a way to socially differentiate oneself. In 2025, men in particular reported more frequently that they buy sustainable products to stand out from others — a motive that has declined among women. This suggests that while men may still see sustainability as a potential status symbol, this rationale is losing relevance among women.
The findings shed new light on the dynamics of sustainable consumption. The willingness to buy such products is decreasing — possibly due to factors like inflation, consumer fatigue, or a certain saturation in the sustainability discourse.
It’s also noteworthy that for many people, sustainable consumption is no longer driven purely by intrinsic motivation, but is increasingly seen as a form of self-presentation — especially among men.
In Summary: Fair & Sustainable Consumption in Austria
The May 2025 survey shows: the willingness to purchase fair and sustainable products has slightly declined, despite growing public awareness. Initiatives aimed at promoting fair and environmentally conscious behavior should take this trend seriously — and find new ways to more firmly anchor sustainable consumption at the heart of society.
You can find the full report (in German) here!
published: 13.06.2025
