Evaluation "Angels and Demons" (WP-116)

M. Noordewier, J. de Jonge, D. Stapel, A. Fischer, J.C.M. van Trijp

Research output: Book/ReportReportProfessional


One way to generate the money needed for sustainable innovation is by consumer choosing freely for sustainable products. This way, consumer choice pays for the innovative production method. This requires consumer willingness to buy these products. Willingness to buy is however not so easily measured as the intentions to buy may only partially predict actual purchase behaviour. There is a gap between what consumer say they want, and what they do in practice. For the specific case of sustainable production, consumers often say they are very positive about sustainable products (angelic opinion), yet in their daily behaviour they frequently tend to choose convenient and cheap products (demonic behaviour).
Original languageDutch
Place of Publication[S.l.]
Number of pages3
Publication statusPublished - 2009


  • sustainability
  • sustainable agriculture
  • sustainable development
  • consumers
  • consumer attitudes
  • consumer behaviour

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