What about sustainability? Understanding consumers' conceptual representations through free word association

The United Nations (UN) conceptualizes sustainability as development that meets the current needs of the planet's populations, but without compromising the ability of future generations to meet their own needs. Although the concept of sustainability has been widely discussed in the international political agendas, inconsistent interpretation and ambiguity of the concept by consumers is observed. In this paper, the understanding of the term sustainability amongst Brazilian consumers is reported. Using the word association projective technique, the participants were asked to write down all the words that came to their mind when thinking about sustainability. Thematic content analysis was performed by grouping words by similarity of meaning in categories, which were further submitted to correspondence analysis (CA) to create a perceptual map. Brazilian consumers made different associations reflecting the complexity and multidimensionality of the concept amongst different groups of consumers. The most frequently cited categories are related to environment, health and nutrition, behaviour, production and economy and sustenance. CA accounted for 76.7% of the data variance and the perceptual map evidenced that younger individuals with higher education made associations with categories related to the current concept of sustainable development, similar to that proposed by UN. Moreover, consumers with basic education were associated with categories related to food and sustenance. The findings of this study can contribute to the formulation of education strategies directed towards different social groups, besides directing further research on consumer behaviour.