Understanding European Consumers’ Sustainable Technology Orientation

While sustainability becomes a more significant part of technological development, consumers play an essential role in how sustainable technologies are perceived and adopted. In Europe, differences in economic conditions, markets and everyday consumption behaviors make it even more important to understand how consumers relate to these technologies. This study aims to analyze sustainable technology orientation among European consumers by combining a systematic review of existing academic literature with an analysis of large-scale survey data extracted from Eurobarometer. The systematic review analyzes how past studies have described and measured consumers’ views, attitudes and levels of engagement with sustainable technologies, as well as the main theoretical and methodological approaches which were used to study these topics. Special attention is given to how consumer orientation has been defined and to how it relates to broader discussions of sustainability and technology adoption. Alongside this, secondary data analysis provides a general overview of how consumers throughout different European countries engage with and reflect on sustainable technologies in everyday life. Rather than focusing on specific outcomes or testing causal relationships, the study aims to clarify how sustainable technology orientation has been approached and how secondary survey-based evidence can help position these understandings within a broader European context. The paper also describes the overall research design and explains the decisions made to integrate finding from the systematic review with empirical insights drawn from Eurobarometer data. By bringing together these two perspectives, the study contributes to a clearer and more accessible understanding of consumer engagement with sustainable technologies. Moreover, it identifies directions for future research on sustainability, technology and consumer behavior in marketing.