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Sustainable consumer behavior : socio-psychological determinants and promotion measures

  • More sustainable private consumption is necessary to achieve the common goal of sustainable development. This dissertation deals with the underlying socio-psychological determinants of sustainable consumer behavior in different domains, based on which promotion measures are recommended to companies and policymakers. Among others, I discuss consumers’ perceptions of their responsibilities for sustainability in contrast to their expectations on governments’ and companies’ contributions. Furthermore, I shed light on a main barrier of sustainable consumption that most consumers support sustainability but their behaviors are, to a decisive extent, driven by other motives such as customer-oriented services or offered incentives, which primarily benefit consumers themselves instead of the sustainability agenda. To tackle this barrier, I develop several promotion measures based on activating psychological concepts such as empowerment and self-determination in a single or multi-country setting. Results of this dissertation serve to more effectively understand consumers’ concerns with sustainable consumption and to add new perspectives to improve tactics to promote sustainable behaviors.

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Document Type:Doctoral Thesis
Author:Xisi Yang
Referee:Manfred Kirchgeorg, Vivek K. Velamuri
Chairs and Professorships:Chair of Marketing Management and Sustainability
Full text/ URN:urn:nbn:de:bsz:14-qucosa2-755222
Place of publication:Leipzig
Year of Completion:2020
Page Number:VI, 174
Date of final exam:2021/02/04
Tag:Empowerment; Locus of control; Organic purchase; Responsibility attribution; Self-determination
Who can improve the environment - me or the powerful others? An integrative approach of locus of control and proenviromental behavior in China. Let me decide on the products' and companies' level of green!" - how green consumer empowerment improves corporate evolutions and purchase intention in green advertising. When people can be green and greedy - a new perspective of recycling rewards and motivation crowding out in Germany, the USA and China. Potential consequences of COVID-19 for sustainable meat consumption: the role of food safety and responsibility attributions.
Licence (German):License LogoCreative Commons - CC BY - Namensnennung 4.0 International