ABSTRACT
This chapter outlines a brief theoretical background about sustainability in business and presents the applied methodology and the key findings of the conducted in-depth interviews, thereby developing a conceptual framework. Sustainability is constituted of three main facets: ecological, social, and individual sustainability. Despite the theoretical indicators, there is still need to empirically investigate in detail how consumers classify sustainability. First, the mentioned idea of the mindful mindset represents the point of departure for a classification of consumer sustainability. Second, as the underlying research question is still highly explorative, in-depth interviews are used in order to build a new conceptual framework. Third, the derived structure might help marketers to detect consumer-relevant aspects of sustainability. Analyses revealed that ecological sustainability constitutes the most prominent sustainability facet and can be seen as the basis for further sustainability aspects.
