Unveiling the mindset: measuring consumer perception towards the dimensions of sustainability

• A novel scale (SDPS) was developed to measure perception of sustainability. • 4-dimensional model was suitable to investigate consumer perception. • Five clusters of consumers were identified to have perceptual differences. • Italians and Swedes generally agree on the importance of sustainability dimensions. • Associations observed for age/health, gender/social, diet/social and environment. Sustainability tackles challenges such as environmental balance, social equity, economic stability, and health. As a theoretical implication, this study introduces a multidimensional framework for understanding how consumers perceive sustainability. The prevalent model of sustainability encompasses three dimensions: environmental, economic, and social. This study distinguishes health as a separate dimension from the social, underscoring its significance in consumer goods preferences. Since consumers also perceive and interpret sustainability's dimensions in diverse ways, understanding these perceptions is key to developing effective sustainability strategies. Study 1 ( N = 1019) employed Exploratory and Confirmatory Factor Analysis (EFA, CFA) to develop and validate a four-dimensional scale (social, economic, environmental, health) across four European countries. Study 2 ( N = 926) validated a shorter CFA version and examined demographic differences in Sweden and Italy, selected by their contrasting sustainability values in EU reports. The Sustainability Dimensions Perception Scale (SDPS) revealed five consumer clusters: Sustainably Conscious (28 %), Sustainability Sceptics (7 %), Green Health Advocates (27 %), Moderate Supporters (22 %), Health Neutralists (16 %). These clusters varied demographically: older individuals aligned more with health statements, plant-based food consumers resonated more with social and environmental statements, women agreed more with social statements, and Italians rated all dimensions higher. These findings emphasise the need to educate specific consumer groups about less prioritised dimensions or improve related policies. Meanwhile, focusing on the more valued dimensions can guide product development and refine marketing strategies.