Background: Green consumerism is on the rise. However, the individuals with budget constraints are unable to afford sustainable products due to their budget as well as the premium pricing of the products. This in turn impedes them from expanding their sustainability options. In addition, the sustainability motivated individuals seek other means to meet their sustainable consumption practices. Thus, this thesis explores how the individuals innovate in their sustainable consumption practices while facing budget constraints.

Purpose: The purpose of this research is to explore in what ways budget constrained sustainability motivated consumers innovate in their sustainable consumption practices.

Method: The method used to investigate this topic is a mixed method of focus groups and interviews. The reason why this method was chosen was because it allows us to obtain an in depth discussion and rich data.

Conclusion: The findings of our research has demonstrated that there are many ways that the budget constrained, sustainability motivated students innovate. Nevertheless, premium pricing as well as budget constraints play a significant role in limiting the extent to which they can innovate in their sustainable consumption practices.