| Title |
Millennial Heterosexual Couples' Sustainable Consumption Choices: An Exploratory Study into Decision-Making |
| ID_Doc |
78696 |
| Authors |
Bhaduri, G; Kim-Vick, J; Blanken, M |
| Title |
Millennial Heterosexual Couples' Sustainable Consumption Choices: An Exploratory Study into Decision-Making |
| Year |
2024 |
| Published |
Sustainability, 16, 1 |
| DOI |
10.3390/su16010258 |
| Abstract |
This research sought to explore the influences and motives that lead to decision-making of, and behavioral changes toward, sustainable consumption in heterosexual married couples. Understanding how different factors affect couples' consumption decision-making dynamics can help provide successful methods to promote behavior towards sustainable consumption. For this study, semi-structured interviews were employed to explore couples' sustainable consumption behaviors. A total of six heterosexual couples (12 individual participants) provided in-depth narratives regarding their sustainable consumption and behavioral patterns. Four major themes that emerged include: (1) the meaning of sustainable consumption for the couples and their lack of confidence in their knowledge, (2) shopping decisions regarding sustainable consumption, (3) life events that influenced the couples' views and behaviors towards sustainable consumption, and (4) the motivations behind sustainable consumption. In spite of the small sample size, the findings of the study can be used by businesses to develop more effective marketing strategies. The study results can help businesses understand heterosexual married couples' sustainable consumption decision-making processes and persuade them to make decisions about the company's sustainable product offerings. |
| Author Keywords |
millennials; sustainable consumption; shopping orientation; goal framing theory; Norm Activation Model Theory |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Science Citation Index Expanded (SCI-EXPANDED); Social Science Citation Index (SSCI) |
| EID |
WOS:001140382900001 |
| WoS Category |
Green & Sustainable Science & Technology; Environmental Sciences; Environmental Studies |
| Research Area |
Science & Technology - Other Topics; Environmental Sciences & Ecology |
| PDF |
https://www.mdpi.com/2071-1050/16/1/258/pdf?version=1703675571
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