International Journal of Marketing Studies; Vol. 6, No. 4; 2014 ISSN 1918-719X E-ISSN 1918-7203 Published by Canadian Center of Science and Education Sustainable Consumption in Finland—The Phenomenon, Consumer Profiles, and Future Scenarios Arto O. Salonen1, Leena Fredriksson2, Saara Järvinen2, Päivi Korteniemi2 & Jari Danielsson2 1 Helsinki Metropolia University of Applied Sciences, Helsinki, Finland 2 Kuudes Kerros, Strategic Brand Design Consultancy, Helsinki, Finland Correspondence: Arto O. Salonen, Helsinki Metropolia UAS, P. O. Box 4032, FI-00079 Metropolia, Finland. Tel: 358-9-7424-5000. E-mail:
[email protected] Received: May 22, 2014 Accepted: June 16, 2014 Online Published: July 28, 2014 doi:10.5539/ijms.v6n4p59 URL: http://dx.doi.org/10.5539/ijms.v6n4p59 Abstract This research introduces eight different types of sustainable consumers and their future scenarios. We profiled consumers from the angles of intrinsic and extrinsic motivation and egoistic and altruistic motivation. We applied the Structure of Motivation for Sustainable Choices which is based on the Theory of Interpersonal Behaviour (Triandis, 1977). The qualitative data (n = 37) and quantitative data (n = 1023) were analyzed by mixed methods. The identified consumer profiles were the Uncompromising, the Autocrats, the Curious, the Ambitious, the Bystanders, the Devoted, the Caretakers, and the Dreamers. The quest for sustainable consumption was verified for all the consumer groups. The Devoted and the Uncompromising are consumers that are strongly aware of the consequences of their consumption. They represent altruistically and intrinsically motivated consumers. From the perspective of marketing and product conceptualizing, it is essential that quality, rather than price, counts for much in several of the consumer groups that are intrinsically motivated.