Chapter 3. Associations with sustainability

Respondents were shown an open-ended question to assess their top-of-mind associations with the concept of sustainability.

The question was: ‘This question is about sustainability in general. Please take a bit of time to reflect about what you think ‘sustainability’ means and write the first 3 to 5 words that come to mind.’

Respondents had to write up to five answers with a minimum requirement for three answers. The answers to this open-ended question were coded into concepts that covered the types of words/sentences mentioned, and this coding was checked by native speakers. Due to the nature of the open-ended data that was coded from the native languages, the results should be interpreted per country and not compared across countries. The results in terms of the 10 most frequent associations with sustainability are presented below, per country. Visual representations of these results, per country, are shown in Appendix B.

The environment and reuse and recycling were two of the concepts most closely associated with sustainability. Durability, longevity, health and quality aspects are especially relevant in some of the countries, as highlighted by the country specific results reported below.

3.1 Denmark

In Denmark, reuse and recycling, environment and climate were among the most mentioned aspects in relation to sustainability in general. Table 3 provides an overview of example aspects covered under the main codes.

Codes and examples of sub-codes (exemplified with raw answers in Danish)	Frequency
Reuse&Recycling	264
Reuse&Recycling (e.g., Genbrug, Genanvendelse) Waste separation (e.g., Affaldssortering, Sortere affald) Reusable (e.g., Genanvendeligt)
Environment	249
Environment (e.g., Miljø) Environmentally friendly (e.g., Miljøvenlig, Miljøbevidst) Nature (e.g., Natur)
Climate	121
Climate (e.g., Klima) Climate friendly (e.g., Klimavenlig) Climate neutral (e.g., Klimaneutral)
Energy	106
Green energy (e.g., Grøn energi) Energy (e.g., Energi) Wind energy (e.g., Vind energi) Solar energy (e.g., Solenergi)
Resources	92
Resources (e.g., Ressourcer) Resource consumption (e.g., Ressourceforbrug) Resource saving (e.g., Ressourcebesparende) Water (e.g., Vand)
Organic	80
Organic (e.g., Økologi, Økologisk) Buy organic (e.g., Køb økologisk) Organic products (e.g., Økologiske produkter)
Emissions	76
Carbon neutral (e.g., CO2 neutral) CO2 (e.g., CO2) CO2 neutral (e.g., CO2 neutralt)
Social	52
Social (e.g., Social) Equality (e.g., Ligestilling) Social sustainability (e.g., Social bæredygtighed)
Consideration	49
Thoughtfulness, circumspection, consideration, reflection (e.g., Omtanke) Reason, sense (e.g., Fornuft) Sound, reasonable, sensible (e.g., Fornuftigt) Consciousness (e.g., Bevidsthed)
Future	46
Future (e.g., Fremtid) Future-proof (e.g., Fremtidssikret) Future generations (e.g., Fremtidige generationer)
Note. The frequencies represent the number of distinct times the code was mentioned

Table 3. Denmark – Top ten codes associated with sustainability (i.e., bæredygtighed)

3.2 Finland

In Finland, the environment is one of the core concepts associated with sustainability, however, durability is even more frequently mentioned. Strong as in strength, and quality were also mentioned frequently in relation to sustainability. Health-related aspects were commonly mentioned in Finland when people thought of sustainability as well. Table 4 provides an overview of main codes and examples of content.

Codes and examples of sub-codes (exemplified with raw answers in Finnish)	Frequency
Durable	172
Long-lived – Might refer to products or people (e.g., Pitkäikäinen) Long life, Durability (e.g., Pitkäikäisyys) Long-term, Long-lasting - Might refer to products or processes (e.g., Pitkäaikainen)
Environment	149
Ecology (e.g., Ekologisuus) Environmentally friendly (e.g., Ympäristöystävällisyys, Ympäristöystävällinen) Nature (Luonto)
Strong	145
Strength (e.g., Voima, Lujuus, Vahvuus) Strong (e.g., Vahva, Luja, Lujatekoinen) Strength, Firmness (e.g., Lujuutta)
Quality	118
Quality (e.g., Laatu, Laatua) High quality (e.g., Laadukas, Hyvä laatu) Well made (e.g., Hyvin tehty)
Reuse&Recycling	99
Recycling (e.g., Kierrätys) Reuse&Recycling (e.g., Uusiokäyttö) Recyclability (e.g., Kierrätettävyys)
Healthy	99
Condition, fitness – as in health (e.g., Kunto) In good condition – as in healthy (e.g., Hyvä kunto) Health (e.g., Terveys)
Determination	77
Toughness – Refers to a person being persistent (e.g., Sitkeys) Perseverance, Tenacity (e.g., Periksiantamattomuus, Sinnikkyys) Stamina, Tenacity (e.g., Sisu)
Time	73
Continuity, permanence (e.g., Jatkuvuus) Time (e.g., Aika) Perseverance (e.g., Pitkäjänteisyys)
Coping	68
Be able to, coping (e.g., Jaksaminen, Jaksamista) Be able (e.g., Jaksaa)
Sport	52
Sports (e.g., Urheilu) Running (e.g., Juoksu) Physical exercise (e.g., Liikunta)
Note. The frequencies represent the number of distinct times the code was mentioned

Table 4. Finland – Top ten codes associated with sustainability (i.e., kestävyys)

3.3 Norway

In Norway, reuse and recycling, and environment were among the most mentioned aspects in relation to sustainability in general. Aspects related to the future were also common associations with sustainability. Table 5 provides an overview of example aspects covered under the main codes.

Codes exemplified with raw answers in Norwegian	Frequency
Environment	347
Environment (e.g., Miljø) Environmentally friendly (e.g., Miljøvennlig) Nature (e.g., Natur)
Reuse&Recycling	186
Reuse (e.g., Gjenbruk) Recycling (e.g., Resirkulering, Gjenvinning)
Future	112
Future (e.g., Fremtid) Forward-looking (e.g., Fremtidsrettet) Next generation (e.g., Neste generasjonuture (e.g., Fremtid))
Energy	76
Renewable energy (e.g., Fornybar energi) Energy (e.g., Energi) Water power (e.g., Vannkraft)
Durable	74
Durable (e.g., Holdbart) Lasting (e.g., Varig) Long-term (e.g., Langsiktig)
Economy	73
Economy (e.g., Økonomi) Economic (e.g., Økonomisk)
Social	70
Society (e.g., Samfunn) Social conditions (e.g., Sosiale forhold) Eradicate poverty (e.g., Utrydde fattigdom)
Resources	61
Resources (e.g., Ressurser) Resource saving (e.g., Ressursbesparende) Renewable resources (e.g., Fornybare ressurser)
Climate	56
Climate (e.g., Klima) Climate friendly (e.g., Klimavennlig) Global warming (e.g., Global oppvarming)
Renewable	48
Renewable (e.g., Fornybar, Fornybart)
Note. The frequencies represent the number of distinct times the code was mentioned

Table 5. Norway – Top ten codes associated with sustainability (i.e., bærekraft)

3.4 Sweden

In Sweden, reuse and recycling, and environment were among the most mentioned aspects in relation to sustainability in general. Durability and quality-related aspects were also frequently associated with sustainability. Table 6 below provides an overview of example aspects covered under the main codes.

Codes exemplified with raw answers in Swedish	Frequency
Environment	330
Environment (e.g., Miljö) Environmentally friendly (e.g., Miljövänligt) Nature (e.g., Natur)
Reuse&Recycling	215
Recycling (e.g., Återvinning, Återbruk) Reuse (e.g., Återanvända) Waste sorting (e.g., Sopsortering)
Durable	166
Long-term (e.g., Långsiktigt, Långsiktighet) Consisting (e.g., Bestående) Life span (e.g., Livslängd) Lasting (e.g., Varaktigt, Långvarigt) Duration( e.g., Varaktighet)
Quality	118
Quality (e.g., Kvalitet) Good quality (e.g., Bra kvalitet)
Economy	70
Economy (e.g., Ekonomi) Economic (e.g., Ekonomiskt)
Future	69
Future (e.g., Framtid) Next generation (e.g., Nästa generation, Barn)
Social	63
Social (e.g., Socialt) Humane (e.g., Humant) Society (e.g., Samhälle)
Energy	62
Energy (e.g., Energi) Nuclear power (e.g., Kärnkraft) Renewable energy (e.g., Förnybar energi)
Resources	59
Resources (e.g., Resurser) Resource saving (e.g., Resurssparande)
Consideration	41
Consideration (e.g., Omtanke) Well thought out (e.g., Genomtänkt)
Note. The frequencies represent the number of distinct times the code was mentioned

Table 6. Sweden – Top ten codes associated with sustainability (i.e., hållbarhet)

3.5 Lithuania

In Lithuania, reuse and recycling, and environment were among the most mentioned aspects in relation to sustainability in general. Durability-related aspects were also closely related to sustainability. Table 7 provides an overview of example aspects covered under the main codes.

Codes and examples of sub-codes (exemplified with raw answers in Lithuanian)	Frequency
Environment	232
Ecology (e.g., Ekologija) Nature (e.g., Gamta) Nature conservation (e.g., Gamtos saugojimas, Gamtos tausojimas, Gamtosauga) Environmental protection (e.g., Aplinkosauga)
Reuse&Recycling	176
Recycling (e.g., Perdirbimas, Perdirbtas) Waste separation (e.g., Rušiavimas, Atlieku rušiavimas, Rusiavimas) Reusable (e.g., Daugkartinis panaudojimas, Daugkartinio naudojimo)
Durable	135
Strong material (e.g., Tvirtas, Tvirtumas) Long-term (e.g., Ilgalaikis) Durable (e.g., Patvarus, Patvarumas, Ilgalaikiškumas)
Economy	76
Saving (e.g., Taupymas, Tausojantis) Economy (e.g., Ekonomika, Ekonomija)
Reliability	67
Reliability (e.g., Patikimumas, Patikimas, Patikima) Assurance (e.g., Pasitikejimas) Certain (e.g., Tikra)
Longevity	64
Longevity (e.g., Ilgaamžiškumas, Ilgaamžis) Long-lived (e.g., Ilgaamzis)
Clean	54
Clean (e.g., Švara, Švarus)
Balance	48
Stability (e.g., Pastovumas, Stabilumas) Steady (e.g., Pastovus, Stabilus)
Security	46
Safety (e.g., Saugumas, Saugus, Sauga) Guarantee (e.g., Garantija)
Energy	46
Green energy (e.g., Žalia energija) Renewable energy (e.g., Atsinaujinanti energija) Energy (e.g., Energija)
Note. The frequencies represent the number of distinct times the code was mentioned

Table 7. Lithuania – Top ten codes associated with sustainability (i.e., tvarumas)

3.6 Latvia

In Latvia, durability-related aspects, the environment and longevity were among the most mentioned aspects in relation to sustainability in general. Table 8 provides an overview of example aspects covered under the main codes.

Codes and examples of sub-codes (exemplified with raw answers in Latvian)	Frequency
Durable	182
Endurance (e.g., Izturiba) Long-lasting (e.g., Ilgstoši, Ilgi kalpo) Persistence (e.g., Noturiba, Noturigums) Long-term (e.g., Ilgs, Ilgtermina)
Environment	109
Environment (e.g., Vide) Ecology (e.g., Ekologija) Nature (e.g., Daba) Nature friendly (e.g., Dabai draudzigs)
Longevity	107
Long (e.g., Ilgi) Longevity (e.g., Ilgs mužs, Ilgmužiba) Permanent (e.g., Pastavigs) For a long time (e.g., Ilgam laikam, Uz ilgu laiku)
Future	97
Future (e.g., Nakotne) Generation (e.g., Paaudze) Next generation (e.g., Nakama paaudze)
Quality	70
Quality (e.g., Kvalitate, Kvalitativs, Laba kvalitate)
Security	69
Safety (e.g., Drošiba, Drošums) Safe (e.g., Drošs) Guarantee (e.g., Garantija)
Social	69
Work (e.g., Darbs) Cooperation, Collaboration (e.g., Sadarbiba) Family (e.g., Gimene)
Balance	62
Stability (e.g., Stabilitate) Stable (e.g., Stabils) Unchanging (e.g., Nemainigs)
Reuse&Recycling	53
Recycling (e.g., Parstradajams, Otrreizeja parstrade, Parstrade) Waste separation (e.g., Atkritumu škirošana, Škirošana)
Resources	51
Renewable resources (e.g., Atjaunojami resursi) Resources (e.g., Resursi) Resource saving (e.g., Resursu taupišana)
Note. The frequencies represent the number of distinct times the code was mentioned

Table 8. Latvia – Top ten codes associated with sustainability (i.e., ilgtspējība)

3.7 Estonia

In Estonia, reuse and recycling, and the environment were among the most mentioned aspects in relation to sustainability in general. Economy-related aspects were also commonly associated with sustainability. Table 9 provides an overview of example aspects covered under the main codes.

Codes and examples of sub-codes (exemplified with raw answers in Estonian)	Frequency
Environment	152
Environment (e.g., Keskkond) Nature (e.g., Loodus) Environmentally friendly (e.g., Keskkonnasõbralik, Keskkonda hoidev)
Reuse&Recycling	138
Recycle (e.g., Taaskasutus) Recycling (e.g., Taaskasutamine) Reusable (e.g., Taaskasutatav, Korduvkasutatav)
Economy	115
Economical (e.g., Säästev, Säästlik) Economy (e.g., Majandus, Säästlikkus) Money (e.g., Raha) Savings (e.g., Kokkuhoid)
Durable	91
Lasting (e.g., Kestev) Durability (e.g., Kestvus) Long-term (e.g., Pikaajaline) Long-lasting (e.g., Kauakestev)
Future	81
The future (e.g., Tulevik) Children (e.g., Lapsed) Driving forward (e.g., Edasiviiv)
Continuity	77
Continuity (e.g., Järjepidevus) Permanent, persistent (e.g., Püsiv) Continuous (e.g., Pidev)
Development	70
Development (e.g., Areng) Capable of development (e.g., Arenguvõimeline) Developing (e.g., Arenev)
Consumption	61
Reasonable consumption (e.g., Mõistlik tarbimine) Consumption (e.g., Tarbimine) Reducing consumption (e.g., Tarbimise vähendamine)
Frugality	55
Savings (e.g., Kokkuhoid) Thrifty (e.g., Säästlik, Säästlikkus) Saving (e.g., Säästmine)
Energy	53
Energy (e.g., Energia) Renewable energy (e.g., Taastuvenergia) Green energy (e.g., Roheline energia)
Note. The frequencies represent the number of distinct times the code was mentioned

Table 9. Estonia – Top ten codes associated with sustainability (i.e., jätkusuutlikkus)