I N T E RV I E W R E P O R T F O R M
Attitude–Behavior Gap in Sustainable FMCG Consumption
An Empirical Study of Gen Z in Finland · Semi-Structured In-Depth Individual Interview
DURATION FRAMEWORK PARTICIPANTS FORMAT
~60–75 minutes CCT + TPB Gen Z (born ~1997–2012), Finland 1-on-1, recorded with consent
PARTICIPANT CODE / ID DATE OF INTERVIEW
e.g. P-01 18/04/2026
AGE TIME STARTED / ENDED
20 e.g. 14:00 – 15:15
OCCUPATION / STUDY FIELD LOCATION (CITY IN FINLAND)
BSc Mechanical Engineering e.g. Helsinki, Oulu…
INTERVIEW MODE INTERVIEWER NAME
In-person Video call Phone Yasin Arafat Gazi
CONSENT OBTAINED RECORDING
Verbal Written Audio Video Notes only
1 Opening & Warm-Up ~5 min
Rapport, consent, participant background
Before beginning: introduce the study briefly, obtain consent for recording, and reassure the participant that there are no right or
wrong answers.
Q1 Could you start by telling me a little about yourself — your age, what you study or do for work, and where you
live in Finland?
PROBING PROMPTS
› What does a typical week look like for you?
› How long have you been living in Finland / are you originally from Finland?
PARTICIPANT RESPONSE
Hi! I'm Araf and I just turned 20. I study Mechanical Engineering and live in the suburbs in Finland. My weeks are usually
incredibly packed with class assignments and projects, but i usually hang around cafes or malls with my friends. I
moved to Finland a few years back to pursue my bachelors.
✎ INTERVIEWER NOTES
Observations, tone, body language, notable moments…
Q2 How often do you go grocery shopping, and where do you usually shop?
PROBING PROMPTS
› Do you shop alone or with others?
› Do you do most of your shopping in-store, online, or both?
PARTICIPANT RESPONSE
I go grocery shopping every week on Fridays. I usually buy the weeks supplies in semi-bulk from supermarkets with my
flat-mate. However, I almost always run out of something before the week ends and end up ordering them online. I buy
the groceries in-store since it's usually cheaper than buying from online stores.
✎ INTERVIEWER NOTES
Observations…
Identity & Sustainability Values
2 ~10 min
CCT: self-image, social influence, digital culture
Explores how participants see themselves in relation to sustainability — CCT concepts of identity and social belonging.
Q3 How would you describe yourself when it comes to environmental or sustainability issues?
PROBING PROMPTS
› Is sustainability something you feel is part of your personal identity?
› Has this changed over time? What shaped your views?
PARTICIPANT RESPONSE
I personally really relate to environmental sustainability and almost always take a separate bag with me to put my
groceries in. I try to avoid plastic packaging as much as possible. I feel inclined to avoid plastic waste since I think it
affects the oceans a lot.
✎ INTERVIEWER NOTES
Observations…
Q4 When you think about being a 'sustainable consumer,' what does that actually mean to you in everyday life?
PROBING PROMPTS
› Is it more about what you buy, how much you buy, or something else?
› Do you think you live up to that image of yourself?
PARTICIPANT RESPONSE
My view of "sustainable consumer" is about being conscious of what I buy. Of course I cannot cut down my plastic
consumption 100% but just by being cautious about it, I can drastically reduce it. Buying a milk curtain made of less
plastic to me feels better than buying one with more of it. I don't always live to my expectations but I always try to be.
I'm not too strict with it.
✎ INTERVIEWER NOTES
Observations…
Q5 How much do your friends, family, or social media influence your attitudes toward sustainability?
PROBING PROMPTS
› Are there specific accounts, influencers, or communities that have shaped your views?
› Do you ever feel social pressure to be seen as sustainable — either online or in person?
PARTICIPANT RESPONSE
I would say social media is the primary place where I get influenced, plus my friends share the same ideology, so its
generally easier to stick with my goals. I love @sambentley on instagram, i love his reels on sustainable designs. With
my friends, yes, absolutely. I feel like i will get judged if I don't stay cautious about my consumptions.
✎ INTERVIEWER NOTES
Observations…
Q6 How do you feel Finland as a country and Finnish culture shapes your thinking about sustainable
consumption?
PROBING PROMPTS
› Do you feel Finnish consumers are generally more or less sustainable than elsewhere?
› Does the Finnish context make it easier or harder to act sustainably?
PARTICIPANT RESPONSE
In my time here at Finland, I would say people are much more conscious of what they buy compared to my fellows
back at home. However, coming from a developing country, Finnish stores definitely use much more plastic than back
home. It's surprisingly hard to limit plastic consumption here. In the finnish context, it definitely incourages me to be
more sustainable, however, ironically, it is a bit harder to be that way here.
✎ INTERVIEWER NOTES
Observations…
FMCG Shopping Habits
3 ~10 min
General behavior, routine, product choices
Establishes what products participants typically buy and what drives their decisions — laying the ground for the gap discussion.
Q7 Can you walk me through what your grocery basket typically looks like? What kinds of products do you buy
most often?
PROBING PROMPTS
› Are there product categories where you are more or less conscious about sustainability?
› Have your shopping habits changed in the past couple of years?
PARTICIPANT RESPONSE
I usually grab potatoes, seasonal root vegetables, and a protein often minced meat and rice. It's usually really hard to
limit plastic packaging for packaged products like milk or whatnot, so it I usually have to accept defeat and let it be. My
shopping habits changed drastically during covid when I first started learning about sustainable shopping.
✎ INTERVIEWER NOTES
Observations…
Q8 When you are standing in a store looking at a product, what factors do you usually consider when deciding
which one to pick up?
PROBING PROMPTS
› What is the very first thing you look at — price, brand, packaging, label?
› How much time do you usually spend deciding?
PARTICIPANT RESPONSE
My eyes immediately shoot to the price tag. I'll usually thoroughly compare prices before buying anything. However, if
sth costs slightly less but is very concious about plastic usage, I will usually go with that. I dont usually spend a lot of
time on buying regular products but i do get a bit carried away (for 5-10 mins) when buying something new, like a new
brand of coffee.
✎ INTERVIEWER NOTES
Observations…
Q9 Have you ever consciously chosen a more sustainable FMCG product over a conventional one? Can you
describe that experience?
PROBING PROMPTS
› What made that product stand out to you?
› How did it feel afterward?
PARTICIPANT RESPONSE
Unfortunately, in my experience, more sustainable FMCG products seemed priced higher than conventional ones. So
it's always a bit of a debate with myself which route i should go down. It honestly depends on how heavy on cash I am.
If I'm at the very end of my week, I'll usually just go with the conventional options since they're cheaper.
✎ INTERVIEWER NOTES
Observations…
The Attitude–Behavior Gap
4 ~15 min
Core section — real decisions vs. stated values
Core section. Goal: understand how participants narrate the gap between their stated environmental values and actual purchase
behavior.
Q10 Do you feel your grocery shopping always reflects your environmental values? Why or why not?
PROBING PROMPTS
› Can you think of a recent shopping trip where you chose a product that was NOT the most sustainable option, even though
you knew a greener alternative existed?
› How did you feel in that moment — and afterwards?
PARTICIPANT RESPONSE
Last week I was buying some coffee, and I really love this one brand but the entire packet is just plastic and I knew I
could get sth better with better and sustainable packaging. But the latter one costed significantly much, so I just had to
stick to my original choice. I almost felt betrayed that a more sustainable option costs more.
✎ INTERVIEWER NOTES
Observations…
Q11 Think about the last time you bought an everyday item — food, cleaning products, personal care, etc. Did
sustainability cross your mind at all?
PROBING PROMPTS
› If yes, how did you weigh it against other factors?
› If no, why do you think it didn't come to mind?
PARTICIPANT RESPONSE
Yes, sustainablity did cross my mind and the only thing i weigh it to is cost.
✎ INTERVIEWER NOTES
Observations…
Q12 In your own words, how would you explain the difference between what you think you should buy and what
you actually end up buying at the store?
PROBING PROMPTS
› Do you think this gap is a problem, or is it just realistic?
› Do you ever feel guilty about this? Why or why not?
PARTICIPANT RESPONSE
Usually I end up buying much more stuff in store than I plan on. Because of all the flashy discount tags, it almost feels
like a steal. And i end up buying stuff that I dont even need. I have a cabinet full of different roasts of coffee benas, even
though i drink preground.
✎ INTERVIEWER NOTES
Observations…
Q13 Are there product categories where it is easier to make sustainable choices, and categories where it feels
nearly impossible?
PROBING PROMPTS
› What makes some categories harder than others?
› For example, think about food, beverages, cleaning products, or personal care.
PARTICIPANT RESPONSE
Bottles and cans are the EASIEST to recycle in my experience however personal cosmetics and care products are
never sustainably packaged.
✎ INTERVIEWER NOTES
Observations…
Q14 Do you feel that what you post or share on social media about sustainability matches how you actually shop?
PROBING PROMPTS
› Have you ever felt tension between your online persona and your real behavior?
› Do you think social media creates a kind of pressure to 'perform' sustainability?
PARTICIPANT RESPONSE
Yes. I think it's become a part of my personality that I shop more sustainably. Social Media sort of curated this
behaviour, and i feel like if i stop doing it, I'll get pretty judged.
✎ INTERVIEWER NOTES
Observations…
5
Barriers to Sustainable Purchase ~10 min
TPB: perceived control, price, access, trust
Digs into specific obstacles preventing sustainable intentions from translating into behavior — TPB: perceived behavioral control,
subjective norms, attitudes.
Q15 What are the biggest things that stop you from choosing sustainable FMCG products when you are in the
store?
PROBING PROMPTS
› Price, availability, confusing labels, habit — which of these matters most to you?
› Are there any barriers that are less obvious or harder to explain?
PARTICIPANT RESPONSE
price and there being too many options is the biggest hurdle I face.
✎ INTERVIEWER NOTES
Observations…
Q16 How do you feel about the price of sustainable products compared to conventional ones?
PROBING PROMPTS
› Is price always a dealbreaker, or does it depend on the product?
› Have you ever paid more for a sustainable option? What convinced you?
PARTICIPANT RESPONSE
HIGHER. Sustainable options appear much higher in price compared to conventional ones. And yes, as a a student it's
always a major dealbreaker.
✎ INTERVIEWER NOTES
Observations…
Q17 How much do you trust eco-labels, green packaging, or sustainability claims on FMCG products?
PROBING PROMPTS
› Can you tell the difference between genuine sustainability and greenwashing?
› Has a product ever misled you? How did that affect your trust in sustainable brands overall?
PARTICIPANT RESPONSE
Yes, i can absolutely tell the difference beteween genuine sustainablity and greenwashing. Some companies just put a
cardboard layer on top of the existing plastic layer to hide it and that is much much worse.
✎ INTERVIEWER NOTES
Observations…
Q18 How easy or difficult is it to find genuinely sustainable FMCG products in the stores you shop at in Finland?
PROBING PROMPTS
› Do you think availability is improving?
› Is online shopping changing this at all for you?
PARTICIPANT RESPONSE
it's definitely gotten better over the years but it is still very hard to find genuinely sunstainable FMCG products at super
stores.
✎ INTERVIEWER NOTES
Observations…
Q19 Do you believe your individual purchasing choices make a real difference for the environment?
PROBING PROMPTS
› Or do you feel the responsibility should lie more with companies and governments?
› How does your answer affect your motivation to shop sustainably?
PARTICIPANT RESPONSE
I do think my choices make a difference. Because I've seen my friends' choices influencing me so I'd assume my
choices influnce others as well making it a chain reaction of sorts.
✎ INTERVIEWER NOTES
Observations…
6 Social & Cultural Influence ~8 min
CCT: peers, social media, Finnish context
Explores how social norms, peers, digital platforms, and cultural context shape behavior — CCT: marketplace cultures, sociohistoric
patterning.
Q20 How much do the people around you — friends, family, flatmates — influence your actual shopping decisions,
not just your attitudes?
PROBING PROMPTS
› Do you ever buy something (or avoid something) because of what others think?
› Is this more influential than what you personally believe?
PARTICIPANT RESPONSE
Yes, my friends are really serious about sustainability goals, and i feel like they'll judge me if i make incautious decisions.
✎ INTERVIEWER NOTES
Observations…
Q21 Have you seen trends on social media — like minimalism, zero-waste lifestyles, or conscious consumption —
affect how you think about your own shopping?
PROBING PROMPTS
› Do these trends make you feel motivated, or more overwhelmed and confused?
› Do you think Gen Z is genuinely more sustainable, or is it more of an image?
PARTICIPANT RESPONSE
I think gen z is more cautious about being sustainable compared to other generations and social media palys a huge
part in that. Trends make it seem really cool.
✎ INTERVIEWER NOTES
Observations…
Q22 Do you think there is a specific 'Finnish' attitude toward sustainable consumption that makes it different from
other countries?
PROBING PROMPTS
› Think about Finnish values like nature, outdoor culture, or the concept of 'enough.'
› Does Finnish culture help or hinder sustainable consumption in your experience?
PARTICIPANT RESPONSE
sustainability feels personal because nature is integrated into our daily lives and leisure, not something we just visit on
weekends.
✎ INTERVIEWER NOTES
Observations…
7
Enablers & Future Intent ~7 min
What would close the gap? Wishes and change
Looks forward — what would help participants close the gap, and what changes would they like to see?
Q23 What would make it easier for you to buy sustainable FMCG products more consistently in your everyday
shopping?
PROBING PROMPTS
› Think about price, access, information, labeling, or store layout.
› Is there anything that would make the decision feel effortless rather than an effort?
PARTICIPANT RESPONSE
Less cost (same as conventional products) and better availability
✎ INTERVIEWER NOTES
Observations…
Q24 If prices were equal and sustainable products were just as available as conventional ones, do you think you
would change your behavior significantly?
PROBING PROMPTS
› Are there still other reasons you might not choose the sustainable option?
› What else would need to change?
PARTICIPANT RESPONSE
If that were the case, I would always buy sustainable products instead of conventional ones.
✎ INTERVIEWER NOTES
Observations…
Q25 Do you see your sustainable consumption habits changing in the next few years as you get older and earn
more money?
PROBING PROMPTS
› What do you think will matter most to you then?
› Do you think Gen Z will drive real change in FMCG sustainability — or will the gap remain?
PARTICIPANT RESPONSE
When I have access to more money, and a dollar or two doesnt seem like a drastic difference, then i do see myself
buying more sustainable produccts.
✎ INTERVIEWER NOTES
Observations…
8
Closing ~5 min
Reflection, debrief, final thoughts
Wind down the interview, give the participant space to add anything, and thank them for their time.
Q26 Is there anything about your relationship with sustainable shopping that we have not talked about, but that
you think is important to understand?
PARTICIPANT RESPONSE
Not really, i think this covers most of my beliefs.
✎ INTERVIEWER NOTES
Observations…
Q27 Looking back at our conversation, is there anything you said that you would like to change or add to?
PARTICIPANT RESPONSE
Not particularly. I think this was a rather thorough interview!
✎ INTERVIEWER NOTES
Observations…
Post-Interview Notes
To be completed immediately after the interview — for interviewer use only
OVERALL IMPRESSION OF PARTICIPANT
General demeanor, engagement level, apparent comfort with topic…
KEY THEMES & EMERGING PATTERNS ALL RQS
What stood out most? Any patterns across sections? Quotes worth highlighting…
UNEXPECTED INSIGHTS OR SURPRISES
Anything that contradicted expectations or added new dimension to the topic…
RELEVANCE TO RESEARCH QUESTIONS RQ1 RQ2 RQ3
RQ1 (barriers): … RQ2 (decision-making): … RQ3 (enablers): …
METHODOLOGICAL REFLECTIONS PROCESS NOTE
Probe effectiveness, rapport quality, technical issues, anything to adjust for next interview…
FOLLOW-UP / ACTION ITEMS
Any follow-up needed with this participant? Topics to probe deeper next time…