The Myth of the Sustainable Consumer — Georgia’s Reality

The article “The Myth of the Sustainable Consumer” (MIT Sloan Management Review, 2025) challenges the popular belief that there is such a thing as a single “eco-consumer” — someone who is always willing to pay more for environmentally friendly products and consistently makes “green” choices. The authors argue that this assumption is misleading and has led both businesses and policymakers astray. In reality, consumer behavior is far more complex: people vary widely in how they understand environmental responsibility, what they can afford, and how they balance values with price, convenience, and trust.

The article identifies eight distinct archetypes of consumers that differ in their environmental awareness and motivations — from passionate activists ready to change their lifestyles to those whose “green” behavior depends mostly on price or quality. This finding highlights that many companies’ marketing efforts fail because they rely on a single, generalized vision of the sustainable consumer. As a result, brands that try to appeal to everyone at once often lose both trust and effectiveness.

According to CRRC Georgia’s 2024 research, more than 90% of Georgians consider climate change a serious problem, yet only about one-third believe it is primarily caused by human activity. This indicates high awareness but low behavioral engagement: people care about the environment, but this rarely translates into daily action.

BTUAI studies show that the second-hand clothing market in Tbilisi is growing rapidly, but the main motivation is economic rather than ecological — lower prices and more choice, not sustainability. Meanwhile, slow fashion initiatives — promoting ethical, durable, and locally produced garments — remain niche, constrained by higher prices and lack of consumer trust.

The market for organic (BIO) products is also weak. Organic farming in Georgia is progressing slowly due to complex certification processes and limited consumer demand. Shoppers still prioritize affordability and convenience over ecological purity.

There are, however, promising signs of change. Electric vehicle imports in early 2025 nearly doubled compared to the previous year — a clear indicator of growing interest in energy-efficient transport, especially in urban areas. At the same time, universities and public institutions are increasingly adopting so-called “green nudges” — small behavioral prompts that encourage saving water and energy.

Overall, Georgia’s consumers are gradually moving toward more conscious behavior but remain in a transitional stage: awareness and attitudes are there, but consistent habits are not. The main obstacles are low incomes, high prices for green products, and weak communication by businesses about sustainability values.

For this reason, companies in Georgia should heed the key message from MIT’s article — “there is no universal green consumer.” Businesses must learn to segment their audiences: to understand who buys eco-products out of principle, who follows trends, and who chooses them only when prices align. Meanwhile, government policy should help by creating incentives for green consumption — through tax benefits, simplified certification, and stronger public awareness campaigns.

In today’s Georgia, sustainable behavior is still more an economic reality than a moral conviction, yet this transitional phase creates a valuable opportunity — as public awareness and market interests begin to converge.

This article is based on MIT Sloan Management Review’s publication “The Myth of the Sustainable Consumer” and on BTUAI and CRRC Georgia’s 2024 research, which together show that the average Georgian consumer now recognizes the need for environmental responsibility but is still searching for a practical balance between ecology and economy.