| Title | Prospects for a Sustainable Future: Mapping Sustainable Behaviors According to Consumer Perceptions |
|---|---|
| ID_Doc | 13891 |
| Authors | Zralek, J; Burgiel, A |
| Title | Prospects for a Sustainable Future: Mapping Sustainable Behaviors According to Consumer Perceptions |
| Year | 2020 |
| Published | Review Of Business, 40, 1 |
| Abstract | Motivation: The transition to a green, circular economy requires mainstreaming consumers' sustainable behaviors (SBs). Some argue that to achieve sustainable consumption only improvements in technology are needed. Others argue for a quantitative reduction in consumption. This paper explores the idea of a sustainable behavior perception matrix as first proposed by Peattie (1999) and later by McDonald and Oates (2006) to investigate the likelihood of a reduction in consumption. Premise: It is possible to identify individual behaviors that promote sustainability by reducing/modifying consumption. Approach: This paper uses data from a nationwide online survey, conducted in 2016 on a sample of 1112 adult Poles. The paper uses this data to identify how consumers perceive a wide range of SBs and how they recognize differences in the perception of such behaviors. We model SBs according to their specific types and analyze two psychological variables-perceived consumer effectiveness (PCE) and perceived difficulty (PD). Results: Our results show that frugal/non-consumption behaviors all closely associated with the idea of sustainable behaviors, which are perceived as the easiest and the most effective ones represent the type named. This type also turned out to be the most frequent one. Conclusion: The results of this paper confirm an assumption that PCE and PD can serve as criteria for classifying sustainable behaviors and creating a sustainable behavior perception matrix. Consistency: Knowledge on how consumers perceive SBs undertaken while using innovative products or sustainable solutions can contribute to the development of green businesses. Such knowledge not only enables a reduction in the risk of an unsuccessful product introduction, but also minimizes the impact of consumption of that product on society's stock of resources. |
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