Towards a Standardized Scale for Measuring Consumer Sustainability Fatigue

This study investigates the phenomenon of sustainability fatigue, a state where consumers become overwhelmed or disengaged due to the constant influx of sustainability messages, which has significant implications for sustainable marketing. As businesses, policymakers, and researchers prioritize sustainability, the pressure for consumers to adopt sustainable practices has escalated. This study addresses a critical gap in the literature by exploring when and how these well-intentioned efforts backfire, leading to consumer fatigue and diminished engagement. The primary objective of this research is to develop and validate a comprehensive measurement tool to assess sustainability fatigue among consumers. Methodologically, the study follows a systematic process to develop a valid and reliable measurement tool for sustainability fatigue. It includes item generation through a literature review, content validity testing by experts, a pilot study, and survey data collection. The scale’s structure and reliability will be assessed using Exploratory and Confirmatory Factor Analyses, with final validation linking sustainability fatigue to consumer behaviors. By understanding the dynamics of customer fatigue, the study aims to inform more effective, emotionally resonant marketing strategies that encourage sustained consumer engagement without overwhelming them. The development of a reliable measurement tool has implications for both theory and practice, providing researchers with a robust framework to study sustainability fatigue while offering businesses and policymakers actionable insights into consumer psychology. Ultimately, this tool aims to help stakeholders design sustainable marketing strategies that foster genuine engagement, trust, and long-term commitment to sustainability, thereby counteracting the risks of consumer fatigue and greenwashing.