The 6 lifestyle types are based on a survey in Switzerland. For this purpose, over 1500 people were interviewed who are representative of the Swiss population in terms of language, age and gender. The participants were asked questions about various environmentally relevant behaviours. A distinction was made between different areas (housing, mobility, nutrition) and contexts (everyday life, work, leisure). In addition, questions were asked about lifestyle preferences (e.g. cost awareness, openness to new things, health awareness) and motivations for their behaviour (see box). Information on age, gender, income, living and working environment was also collected in order to obtain a comprehensive picture of the different lifestyles.

Using statistical methods (cluster analysis), the survey participants were divided into groups of people who are similar in terms of their behaviour and underlying psychosocial characteristics. Six lifestyle types were identified.

Nikki is extremely environmentally friendly. This is reflected in her energy-saving behaviour at home and at work, her use of environmentally friendly means of transport, her avoidance of food waste and her purchase of seasonal food with sustainability labels. Nikki values privacy and prefers things to be simple but of high quality.

Sasha is very self-determined, attaches great importance to pleasure and does not like to be restricted in the consumer behaviour by rules or prohibitions. Financial considerations also play an important role for Sasha. This is reflected in individual efforts to save energy in the household, an economical approach to food and a moderate acceptance of sustainability measures that are associated with costs.

Gabi is a bon vivant, appreciates the tried and tested and enjoys peace and privacy. Environmental issues play a subordinate role and Gabi doubts that one's own actions have any impact on the environment. Gabi usually travels by car, rejects restrictive regulations in favour of the environment and generally shows little energy-saving behaviour.

Tony is socially well connected, loves trying out new things and has a keen interest in technological innovations. Tony is also very involved in society, for example by taking part in environmental campaigns. Efforts to save energy or avoid animal products are rather moderate. Tony is a frequent traveller and often uses public transport, but also travels by car or plane.

Billie is modest and attaches little importance to social status and possessions. Overall, Billie is very responsible with food, but is rather reluctant to do without animal products. In addition, energy-saving behaviour in the household is rather moderate. Billie is rather reserved when it comes to new experiences and innovations. Billie doesn't travel much and when doing so, rarely uses public transport.

Fabi likes to try new things, is constantly looking for new challenges and behaves very sustainably. This can be seen in the conscious purchase and handling of food, in the choice of environmentally friendly means of transport and in pronounced energy-saving efforts in the home. However, despite the great commitment to living in an environmentally conscious way, Fabi regularly travels by plane and consumes animal products.