Sustainable Consumer Decision Making: Barriers to Sustainable Consumption and Narratives on Responsibility

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School of Business | Bachelor's thesis
Date
2024
Major/Subject
Mcode
Degree programme
Markkinointi
Language
en
Pages
42
Series
Abstract
Progress towards sustainable consumption is lacking, and advances in consumer research on sustainability are needed more than ever. This thesis carries out a bibliometric analysis and literature review on previous research on sustainable consumption, focusing specifically on sustainable consumer decision making. Findings of the 45 selected articles are synthesised to form a comprehensive picture of the subject. This thesis maps out the state of contemporary research on sustainable consumption. It is remarked that consumers do consistently possess green attitudes and values, but unsustainable consumption patterns remain nonetheless. The attitude-behaviour gap is identified as a central challenge in marketing research on sustainability. To explain unsustainable consumption, specific internal and external barriers are identified. Two narratives on responsibility in sustainable consumption are deconstructed. Integrating the identified barriers and types of narratives, an original conceptualisation of sustainable consumer decision making is presented.
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Thesis advisor
Mikkonen, Ilona
Keywords
consumer behaviour, consumer psychology, sustainability, sustainability discourse, responsibility, attitude-behaviour gap
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