MARK STALMANS*¹, PAUL WHITE*², NEIL FOURIE³, KIRSTEN JACK⁴, LUCRESSE VANWONTHERGHEM¹, ANDRÉ CONVENTS¹
*Corresponding Authors
1. Procter & Gamble, Brussels Innovation Center, Temselaan 100, B-1853 Strombeek-Bever, Belgium
2. The Social Marketing Practice 132 Lydalls Road, Didcot, Oxfordshire, OX11 7EA, United Kingdom
3. UK DEFRA, Department for Environment, Food and Rural Affairs, United Kingdom
4. Eco Concierge

INTRODUCTION STUDYING AND INFLUENCING HABITUAL BEHAVIOUR
With the increasing environmental concerns of climate change, over-consumption of resources and challenges for waste management, strong efforts have been made in promoting more sustainable consumer behaviour. Governments, businesses, civil society organisations and individuals have increasingly promoted more sustainable lifestyle practices over the years. There have been successes in gradually changing mindsets in how people use resources, and many innovations for more sustainable products have emerged onto the market.

In the area of household laundry and cleaning, P&G’s Fabric and Home Care division has been promoting sustainable consumer behaviour (saving water and energy while dosing correctly and reducing product dose size and waste) across its laundry, dish and cleaning product brands (P&G 2013). As more than 75% of the energy consumption of laundry detergents occurs at the product use stage (Stalmans 2007), to capture the sustainable advantages of P&G’s newly designed cool-clean detergents, it was imperative for consumers to adopt more sustainable washi ...