Sustainable Consumer Behavior:

Articles Literature Overview

Sustainable Consumer Behavior:

Literature Overview

Elena Kostadinova* and unlimited growth have not proved justified

and people are already consuming 30% more
resources each year than the planet can
Summary:
regenerate and this pace is accelerating.
Sustainable consumption is a problem of There is a global consensus that urgent
growing importance and complexity. There changes in human behavior and cultural
is hardly another issue that combines the practices are needed in order to reduce
triviality of everyday human behavior and the the effects of overconsumption. Individuals
abstract dimensions of moral responsibility are becoming more aware that the age of
and the man-nature relationship. Two undisturbed consumerism is coming to an
main perspectives dominate research on end and that their individual behaviors have a
sustainable consumer behavior – demand direct impact on the surrounding environment
side (marketing) and supply side (business and on the lives of future generations. The
strategy). This paper reviews relevant growing concern about environmental issues
literature on sustainable consumer behavior is also reflected by an increase in demand for
and discusses the problem from a marketing environment-friendly products and the pressure
perspective. This study aims to introduce the on companies to conduct their business in a
concept of sustainable consumer behavior socially and ecologically responsible manner.
and its theoretical and methodological Investment in sustainability is no longer driven
foundations, to outline key factors influencing by legal requirements or resource efficiency
sustainable consumption and the major considerations but it is motivated by consumer
challenges facing it. demand (Accenture, 2012). Understanding the
Key words: sustainable consumer nature of pro-environmental behavior, its main
behavior, green consumer behavior, green drivers and difficulties, is of critical importance
purchasing, literature review to resolving the sustainability challenge. This
paper represents a literature review of previous
JEL classification: M31 work on sustainable consumer behavior and
Introduction it aims to introduce relevant aspects of the
problem from a marketing perspective.
O ver the last few decades, consumption
of goods and services has increased
to unprecedented levels worldwide, leading
1. Methodology
The current study was conducted by
to depletion of natural resources, loss reviewing secondary data from "double-
of biodiversity and rapid environmental blind" peer-reviewed academic journals,
deterioration. Expectations of abundance book chapters, commercial reports and
*
Assistant Professor, PhD, Department of Marketing and Strategic Planning, UNWE; email: [email protected]

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institutional websites. Relevant materials formulated by the Brundtland Commission

were identified through word searches of the United Nations in its report ‘Our
on sustainable consumer behavior, Common Future’ (United Nations, 1987).
green consumer behavior, sustainable The Brudtland report defines sustainable
consumption, pro-environmental behavior, development as "development that meets the
green purchasing, factors, scales and needs of the present without compromising
theoretical foundation, using databases such the ability of future generations to meet
as Scopus, ScienceDirect, etc. Ninety-six their own needs" (United Nations, 1987).
works were selected and assessed in order Several years later, a separate definition
to gain understanding of the theoretical and of sustainable consumption has been
methodological foundations of sustainable proposed at the 1994 Oslo Symposium
consumer behavior and to identify emerging on Sustainable Consumption, according
key topics related to the problem. The to which sustainable consumption is "the
selection criteria applied included relevance, use of services and related products which
how recent the works are and impact of respond to basic needs and bring a better
the published works as well as credentials quality of life while minimizing the use of
of the authors. The current study is natural resources and toxic materials as
limited to research on existing patterns well as emissions of waste and pollutants
of sustainable consumer behavior from a over the life cycle of the service or product
marketing perspective. It does not address so as not to jeopardize the needs of future
important aspects of the problem such as generations" (Norwegian Ministry of the
sustainable consumption from a supply- Environment, 1994). The abovementioned
side perspective, consumption-production definitions have been widely cited in previous
integration and policies and approaches for works on sustainable and green consumer
achieving behavioral change. The current behavior but its actual typology has been
study reviews works related to "green" and rarely clarified. Taking into consideration the
"sustainable" consumer behavior as they typology of sustainable consumer behavior
have been both found to represent forms of is important as it refers to the content of
environmentally-friendly consumer behavior. the concept and it specifies what types of
The two terms are used interchangeably in behaviors are discussed. The United Nations
the current paper due to the lack of a clear Environmental Programme has suggested
conceptual distinction between "green" and a categorization of sustainable consumer
"sustainable" in the texts reviewed. However, behaviors according to the human`s main
it is necessary to make a distinction life ‘functions’ (UNEP, 2002): nutrition (e.g.
between the two concepts where "green" food waste reduction, sustainable diets,
refers to individual products and practices etc.), mobility (e.g. use of environmentally
aiming to reduce the negative effects of friendly transport, fuels and vehicles, car-
human behavior on the environment and sharing, etc.), housing (e.g. sustainable
"sustainable" relates to a fundamental shift in building, energy and water conservation,
the paradigm of consumerism towards a more etc.), clothing (e.g. preference for ethical
balanced relationship with the environment clothing, organic fabrics, etc.), education
and equitable allocation of resources. (e.g. teaching sustainable living, promoting
sustainability, etc.), health (e.g. healthy
2. Concept and meaning
and environment-friendly lifestyles) and
The first and best known definition leisure (e.g. sustainable tourism, leisure
of sustainable development has been practices with low resource intensity,

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 Sustainable Consumer Behavior:
Articles Literature Overview

etc.). Durif, Boivin and Julien (2010) is one of the most widely employed
proposed the following definition of a green models in the study of pro-environmental
product: "a product whose design and/ behavior (e.g. Paul, Modi and Patel, 2016;
or attributes (and/or production and/or Wang, Zhang, Yin, Zhang, 2011) and it is
strategy) uses recycling (renewable/toxic considered a reliable predictor of intentions
free/biodegradable) resources and which to purchase green products (Kalafatis et.
improves environmental impact or reduces al., 1999). Another influential theory in the
environmental toxic damage throughout its study of green consumer behavior is the
entire life cycle", the definition was drawn Ecological Value Theory which is based
after an analysis and codification of 35 on the works of the American scientist
academic definitions of a green product. Shalom Schwartz on altruism and pro-social
behavior (Schwartz, 1977). According to the
3. Theoretical grounds of research
theory, environmental behavior is a function
on sustainable consumer behavior
of certain pro-social and moral values of
The two most influential theories individuals and those whose value system
that underpin much of the research on is self-centered and oriented towards their
sustainable consumer behavior are the own interests (egoistic orientation), are
Theory of Reasoned Action of Ajzen and less likely to adopt environmental behavior,
Fishbein (1980) and the Theory of Planned compared to individuals whose values ​​are
Behavior (1988). According to The Theory focused on things that are external to the
of Reasoned Action, attitude is formed by individual (pro-social orientation). Later on,
one`s beliefs that performing a behavior a third value orientation was added to the
would lead to a certain outcome and the theory, which was called "biospheric" and
evaluation of this outcome – whether it will which refers to the appreciation of nature
be favorable or not. According to Ajzen and and the environment. On this basis, Dunlap
Fishbein, attitude towards a given behavior is and Van Liere (1978) developed their
one of the two major influences on people’s concept of the New Environmental Paradigm
intention to perform it. The other important which represents a new worldview that
influence in this model is a person’s takes into consideration the limits of growth
subjective norm or the ‘perception that most and the need to preserve nature. According
people who are important to him think he to the authors, the New Environmental
should or should not perform the behavior Paradigm has emerged as a challenge to the
in question’ (Ajzen and Fishbein, 1980). On Dominant Social Paradigm which represents
these grounds, in 1988 Ajzen extended the the man-centered belief that nature exists
Theory of Reasoned Action and developed solely for human use (Dulap and Van Lier
his Theory of Planned Behavior by adding a 1978, p. 11). Coming from the understanding
new variable - perceived behavioral control that behavior is a function of the organism
which is defined as ‘the person’s belief and its environment and building on the
as to how easy or difficult performance formulation of Guagnano, Stern and Dietz
of the behavior is likely to be’ (Ajzen and (1995), Stern (2000) developed a model of
Madden, 1986). The reasoning behind environmentally-significant behavior where
this modification is that not all actions are behavior (B) is a product of personal-sphere
under one’s volitional control and intention attitudinal variables (A) and contextual
depends on the strength of the belief in our factors (C). In the Attitude-Behavior-Context
ability to carry out that behavior (Jackson, model (ABC), contextual factors affect the
2005). The Theory of Planned Behavior strength of the attitude-behavior association

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which is strongest when they are neutral situational influences create difficulties that
and is close to zero when contextual forces make some behaviors easier to implement
are strongly positive or negative (Stern, than others, such as recycling - if recycling
2000, p. 415). The ABC model considers containers are readily available, recycling
the effect of contextual factors such as becomes more easily enforceable. On
institutional context, financial constraints these grounds, Kaiser (1999) developed
and social influences but it still does not the General Ecological Behavior Scale to
account for the influence of habits on measure general environmental behavior,
pro-environmental behavior. An attempt to which he later adapted with the help of Biel
overcome this limitation has been made by and used for research on cultural differences
Triandis (1977) in his Theory of Interpersonal (Kaiser and Biel 2000, as cited by Pires
Behavior according to which intentions are et. al., 2014). The original scale evaluates
an immediate antecedent to behavior as environmental performance, taking into
well as habits and facilitating conditions account behavioral difficulties related to
(Jackson 2005). Triandis` model is also 30 different types of ecological behavior.
the first to consider the effect of emotional Every behavior has a difficulty connected
factors which form intention together with with assessing the situational constraints
social factors and attitude1. on behavior. The easier it is to perform a
behavior, the fewer restrictions must be met
4. Measuring sustainable consumer
and the more likely are people to fulfill that
behavior and attitudes
behavior. Among other well-known scales
The first multidimensional scale to measuring environmental attitudes are the
measure environmental attitudes and Environmental Concern Scale of Weigel and
knowledge is The Environmental Attitudes Weigel (1978), which assesses respondents’
and Knowledge Scale developed by Maloney concern about environmental pollution
and Ward (1973). It consists of 130 variables and Milfont and Duckit`s Environmental
measuring verbal and actual commitment Attitudes Inventory list (Milfont and Duckit,
to environmental issues, affection and 2010) which is an attempt to organize
specific knowledge of the facts related to measures used in previous research studies
ecological problems. Another widely used and to assess environmental attitudes in a
scale to measure environmental attitudes cross-cultural context. The Environmental
that has been implemented in hundreds of Attitudes Inventory list evaluates a wide
scientific studies is The New Environmental range of perceptions and beliefs regarding
Paradigm Scale developed by Dunlap et the natural environment, including factors
al. (1978). The scale evaluates where the affecting its quality2.
population is in transition from the Dominant
Social Paradigm to a more environmentally-
5. Factors influencing sustainable
conscious worldview embodied in the New
behavior
Ecological Paradigm (Dunlap and Van Lier, Numerous research studies have been
1978). According to Kaiser and Biel (2000), conducted in an attempt to identify the

1
For more information on the theory of sustainable consumption, see Jackson, T., 2005. Motivating
Sustainable Consumption. SDRN
2
For more information on measuring instruments, see: Pires, P., Junior, R., De Castro, R., Lemos,
DCL., Filgueira, A. 2014. Eco-centrism and behavior: a bibliographic review on environmental values.
Psicologia em Estudo 19 (4), 611-620.

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 Sustainable Consumer Behavior:
Articles Literature Overview

predictors of pro-environmental consumer believe that their individual actions have

behavior. Most of the factors influencing pro- an actual effect on the environment.
environmental behavior can be categorized Environmentally conscious consumers are
into two distinct categories – individual- expected to be more likely to buy products
related and context-related/situational and services that they perceive to have a
factors. Individual factors include attitudes, positive (or less negative) impact on the
values, demographic characteristics and environment (Roberts 1996). Boztepe (2012)
other variables that affect consumers` defined environmental consciousness as
decision making and behavior. Contextual/ "a function of knowledge of environmental
situational factors relate to external forces problems, knowledge of environmental
that may influence sustainable consumption solutions, and knowledge of environmental
in a positive or negative direction. benefits from specific green products".
A substantial body of research has been
6. Individual-related factors
focused on evaluating the influence of
Logically, environmental concern values on pro-environmental behavior.
is one of the most researched factors According to Thogerson and Olander
influencing sustainable consumer behavior. (2002), sustainable consumption patterns
Environmental concern is seen as "an are influenced by individual value priorities
individual`s assessment or attitude towards and Stern et al. (1995) demonstrated that
the facts, their own behavior or the behavior people engaging in pro-environmental
of other people, that have an impact on the behavior are more likely to hold altruistic
environment" (Ajzen, 1989). Some studies values and to score higher on Schwarts`s
suggest that the degree of concern can be pro-social value dimension. Numerous
a significant factor in predicting the display research studies have been conducted in
of environmentally-conscious behaviors an attempt to define and profile the green
such as recycling (Simmons and Widman, consumer segment, using primarily socio-
1990) and the purchase of green products demographic variables (e.g. Laroche et al.,
(Chan, 1996; Ottman 1993). Knowledge is 2001; Robert and James, 1999). However,
also considered an important predictor of the results have been inconsistent which
green consumer behavior as it is assumed leads to the conviction that consumers`
that consumers who are more aware socio-demographic characteristics
and knowledgeable about environmental have limited application in predicting
problems will be more motivated to practice green consumer behavior. According to
green consumer behavior (Peattie, 2010). Diamantopolous (2003) the results obtained
Perceived consumer effectiveness is are disappointing for those companies and
also a widely researched variable as it is policy makers that seek for ‘‘easy options’’ in
believed to affect consumer attitudes, profiling and targeting the green consumer.
subjective norms and perceived behavioral Many environmentally-significant behaviors
control, which further determines consumer have routine character (Jackson 2005) and
purchase intention (Kang et al., 2013). It is consumers have become more concerned
defined as "a measure of the extent to which about the impact of their everyday
a respondent believes that an individual purchases on the environment (Krause,
consumer can be effective in pollution 1993). Changing consumers` habits is
abatement." (Kinnear, Taylor and Ahmed, a major challenge before sustainable
1974). In terms of green consumption, it consumption. The erosion of consumer
refers to the degree to which consumers confidence caused by false green claims

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(green washing) often provokes skepticism are environment-friendly but they are often
an impediment to environmentally sensitive more expensive and of lower quality than
behavior and significantly reduces the their conventional counterparts. Nowadays,
effect of environmental concern as a factor consumers have to choose from a great
(Albayrak, 2013). variety of products at affordable prices and
of excellent functionality, so it is unlikely that
7. Contextual/situational factors
mainstream consumers will compromise on
Substantial research effort has been standard product value and quality to switch
dedicated to studying consumers` values​​ to a greener alternative. Green purchasing
and attitudes as predictors of sustainable also includes the application of non-green
consumer behavior. However, the tendency criteria such brand popularity and brand
to overestimate the effect of individual- preference (Young, 2010). Glegg et al.
related factors such as attitudes and (2005) found that consumers are less willing
beliefs and to overlook situational factors to buy green products if they are unfamiliar
such as availability of green products and with the brand. Eco-labeling aims to assure
financial constraints, when evaluating consumers that the products have been
consumer behavior, is known by the term manufactured in an environmentally sound
"fundamental attribution error" (Ross, 1977, manner as the purchase of eco-labeled
as cited by Jackson, 2005). Individual values products is related to the belief that this
are known to be unstable over time and to would contributes to solving environmental
vary across different contexts and situations problems (Thogersen, 2000). The retail
(Biel, 2004). Situational factors play a key environment may also be a significant
role in sustainable consumer behavior - influence on green purchasing - Quelch
availability and access to recycling facilities, and Harding (1996) have suggested that
the quality of public transport, access to retailers act as a filter to products and if
energy-efficient technologies etc., can the products are filtered in favor of greener
encourage or discourage that behavior. options, consumers are more likely to trust
Miller (1990) found that consumers are and purchase green products available in
willing to pay up to 5% extra for green major retail chains. Consumption serves not
products but several other studies have only individualistic, but also social needs
demonstrated that a higher price may and salience and visibility of consumption
prevail over ethical considerations (e.g. determine to what extent social comparison
Gleim et al., Vermeir and Verbeke, 2006) and imitation influence consumption
and purchase probability for green products patterns (Janssen and Jager, 2002). Only
decreases as the price premium increases behavior possessing salience and visibility
(D’Souza et al., 2006). The presence of is capable of signaling social compatibility
pro-environmental choice on the market (Janssen and Jager, 2002). Consumption
has also been found to influence green of goods and services happens in a
consumer behavior. Vermeir and Verbeke certain institutional context – current
(2004) found that many consumers are legislation, regulations and standards.
willing to purchase green products but this National governments play a critical role
does not translate into actions due to low in promoting sustainable consumption as
availability. The lack of green and organic their policies determine which behaviors will
food in stores has also been identified as be encouraged in society and which - not.
a serious barrier to green purchase (Byrne Economic conditions can also influence
et.al., 1991; Davies, 1995). Green products sustainable consumer behavior and demand

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 Sustainable Consumer Behavior:
Articles Literature Overview

for green products. Although consumers are (Cialdini 1984; Sharp, 2010; Stangor, 2011).
increasingly concerned about issues such There are various possible explanations
as finding and keeping a job (Katrandjiev, for the discrepancy between attitudes
2015), deteriorating economic conditions and behavior – sustainable practices
do not influence consumer behavior in the are associated with compromises and
expected direction - Yankelovich (2009) drawbacks, and these actions are often
found that consumers with a higher level of perceived by consumers as too insignificant
economic anxiety demonstrate the highest to have a real effect on the environment.
level of environmental concern and are Green products are often more expensive,
most active in terms of sustainable behavior of poorer quality and are not available in
(Yankelovich 2009). Consumers in times all stores - price, perceived quality and
of crisis are more pragmatic than altruistic, lack of trust in the information provided by
prioritize and shop "smarter" (Katrandjiev producers, contribute to this gap (Gleim
and Naydenova; 2012Yankelovich, 2009) et al., 2013; Gupta and Ogden, 2009).
and it appears that sustainability has a Habits, financial constraints and lifestyles
place on their priority list. of individual consumers, as well as loyalty
to established brands, may have a deterrent
8. The gap between environmental
effect on green consumer behavior (Peattie,
attitudes and behavior
2010). Lack of opportunities to practice pro-
Despite growing concern about ecological environmental behavior (access to recycling
issues and increasing environmental containers, availability of green options to
sensitivity, numerous empirical studies conventional products, etc.), and lack of
have demonstrated that pro-environmental reliable and comprehensive information
attitudes often do not translate into actual about the standards to be met by a product
behavior (Gupta and Ogden, 2009; Kollmuss in order to be accepted as ‘green’, also
and Agyeman, 2002; Pickett-Baker and represent an obstacle to the adoption
Ozaki, 2008). According to Yankelovich of actual sustainable behavior. Another
(2008), the perceived severity of the problem significant reason that Peattie (2010)
and environmental concerns are not directly identifies are the dominant social norms -
related to willingness to pay more for green "behaviors that we consider morally right
products – green practices and willingness or what ought to be done" (Peattie, 2010).
to pay a price premium for green products According to Peattie, the ‘green’ social norm
are different things, he argues (Yankelovich, is not strong enough yet and consumers
2008). From a methodological standpoint, experience very little or no discomfort from
one possible explanation is the dominant the mismatch between their attitudes and
role of attitudinal variables in studies of behavior (Peattie, 2010).
green consumer behavior. The focus on
attitudes in explaining behavior reflects
9. Moral licensing and consumer
an old paradigm in the study of consumer
choice
behavior which assumes that behavior One of the main criticisms towards green
follows attitudes. However, a growing body consumerism is that it exacerbates the
of research shows that the opposite is more problem of overconsumption by reducing
likely to be true, starting with Festinger’s consumers` guilt as they feel they are taking
classic Theory of Cognitive Dissonance some pro-environmental actions (Peattie,
(1957) and supported by further research 2010). Previous research has shown that
on the influence of behavior on attitudes this ‘guilt reduction’ can lead further to even

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more negative consequences by creating a concern about ecological issues, "green"

sense of security in consumers` morality, consumers still represent a minority in society
licensing them to engage in self-centered which is also reflected by the relatively slow
and unethical behaviors that are not related consumer acceptance of green products
to the environment (Mazar and Zhong, (Gleim et. al, 2013). It is a well-known fact
2010). In a series of three experiments that growth is not achieved by targeting
Mazar and Zhong have demonstrated that current customers (loyalty) but by attracting
mere exposure to green products increases new buyers from all types (penetration)
subsequent prosocial behavior but acting on (Sharp, 2010). This logically leads to the
these values establishes moral credentials conclusion that instead of focusing on
and can subsequently license deviating segmenting, profiling and targeting this
behavior (Mazar and Zhong, 2010). One small group of consumers, more effort
of the experiments demonstrated that should be dedicated to its expansion and
participants who have chosen green diversification. This is a difficult and complex
products over conventional ones, were task because it concerns our behavior not
more likely to make morally questionable only as consumers but also as citizens
decisions in a subsequent money-winning and members of society. The concept of
game where they tried to take more money sustainability also implies a reduction in the
than they had actually won. These findings intensity of consumption which seems to be
relate to another serious criticism of green a less-explored area in current research. The
consumerism which is the notion that sheer fact is that switching to greener alternatives
green consumer behavior aims at "picking of conventional behaviors and products will
the low-hanging fruit" by tactical actions not solve the economics most significant
to reduce unsustainability (Yandarella, problem of economics – population growth
Levine and Lancaster, 2009) and does not under scarcity of resources. As Lebel and
challenge the Dominant Social Paradigm Lorek note "gross overconsumption and
in industrialized countries (Peattie, 2010), acute underconsumption coexist in the real
where mass production and obsession with world and both are challenges to sustainable
growth still seem to prevail. development." Sustainable consumption is
not only about consuming differently but it is
10. Summary and conclusions
also about consuming less, about providing
Several conclusions can be made after for those who currently live in poverty and
reviewing relevant works on sustainable and for future generations. Consuming wisely
green consumer behavior. The role of higher- is a moral imperative and it is vital that
order values and attitudes seem to be widely sustainable consumption is placed at the top
investigated in previous research studies, of the public agenda.
however sustainable consumer behavior
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