We are often told that sustainability is important, but sometimes customers still discount the most sustainable alternatives in favour of other furniture. Why was that, we wondered, and investigated.

PRICE. Price still plays a determining role in the purchase decision. End users have made different choices about the extent to which price should prevail over other aspects, such as sustainability. Many customers consider sustainability important until the final stage of the buying process, when the price becomes more relevant. Since there are other values in the purchase decision, you can play on these and shift the focus from price to the value of the furniture.  

CREDIBILITY. The customer may choose not to buy a more sustainable product if the product or supplier lacks credibility and does not feel genuine enough, especially if it costs more. The more fact-based, credible and transparent the communication, the more it is possible to shift the focus from pricing to sustainable values. It is important to be genuine as a company because many consumers feel there is a hidden agenda and a lack of basic commitment.

LACK OF KNOWLEDGE. A customer lacking knowledge is relatively common and can lead to price being prioritised over sustainability. If the customer is not aware of specific material certifications or lacks understanding of what they are actually paying for, this becomes a bottleneck to buying more sustainable products. The question of expertise differs between, for example, décor and construction, where buyers with specialist knowledge are often engaged for the latter.

As a supplier, it is important to inform customers about what they are buying and the impact of their consumption on the environment and people. Clear and targeted communication in their respective channels is important for highlighting the sustainability benefits to the end customer.

DIFFICULTY IN MAKING THE RIGHT DEMANDS. It is difficult for public sector customers to make demands that do not contradict the basic principles of the Public Procurement Act (2016:1145), LOU, while the field of sustainability is developing rapidly. The main difficulties are following-up, traceability and which possible certificates should apply. As a supplier, it is important to follow information from, for example, Kammarkollegiet and the Swedish Association of Local Authorities and Regions (SKR) for their strategies on sustainable purchasing and circular procurement.

LACK OF TRANSPARENCY, COMPARABILITY AND FOLLOW-UP. Up until now, serious operators have to some extent been having an uphill battle and have not been fully rewarded for their sustainability work. Price has been the determining factor when it has been difficult to compare against other products and manufacturers. More regulatory requirements and expectations of transparency and comparability are likely to make it impossible for less serious operators to compete in the future.

LACK OF INFORMATION. Lack of information on sustainability issues makes it difficult for customers to make sustainable choices. It is important to clearly highlight the more sustainable alternatives, preferably with clear icons, images, or the product as the first option. Nudging and creating specific choice situations are two tools to promote sustainable choices.
 

Götessons has initiated and carried out a stakeholder analysis on the customer side of the Swedish market, in order to work with sustainability issues that are relevant and actually make a difference, and to put energy and resources into efforts that will have a high impact. The main objective of the study was divided into two main areas: to identify customers' future requirements and expectations regarding sustainability in the furniture industry; and to identify barriers to sustainable purchasing behaviour among end customers. Around 30 interviews were conducted with furniture retailers, public sector buyers, interior designers and sustainability managers for architectural firms and furniture retailers. The survey was conducted in spring 2021.

Any questions on the subject?

Contact Emma Hagman, emma.h@gotessons.se