Descripción del proyecto
Fomento del consumo sostenible
El consumo sostenible es vital para el desarrollo sostenible en la lucha contra el cambio climático, el agotamiento de los recursos y la hambruna. Desafortunadamente, a pesar de la amplia campaña en pro del consumo responsable, todavía no es suficiente para que los consumidores cambien sus conductas. Para abordar este problema, se necesitan unos conocimientos más profundos de los factores que motivan a los consumidores. En este contexto, el proyecto MOTIVE, financiado con fondos europeos, propone un nuevo marco teórico integral para examinar las motivaciones de los consumidores a la hora de adoptar o rechazar productos sostenibles, en relación con productos específicos y diferentes grupos demográficos. Un diseño experimental ofrecerá conocimientos para la comunicación efectiva y el fomento del consumo sostenible. El trabajo del proyecto contribuirá a la teoría del marco de objetivos.
Objetivo
The low share of sustainable consumption signals an important need to investigate consumers’ motivations for sustainable consumption. A better understanding of consumers’ motivational drivers can be helpful in increasing the sustainable consumption and, thus tackling environmental problems. Consumers’ motivations for sustainable consumption have been investigated from different theoretical perspectives. A comprehensive theoretical framework explaining why people [do not] buy sustainable products is a gap in the literature. This research project contributes to the Goal Framing Theory which has so far been discussed on the conceptual level mainly. This theory is different from the most well-known theories of consumer pro-environmental behavior (such as normative theories) in the sense that it integrates three categories of individual motivations, namely gain (weighing costs and benefits), normative (personal moral norms) and hedonic (positive emotions) motivations. This research project investigates the effects and relationships of gain, normative and hedonic motivations on sustainable consumption. As of context, four sustainable products namely electric cars, solar panels, car sharing and smart thermometers are selected. Moreover, this research examines the moderating effect of socio-demographic variables including gender, and situational variable including social norms, policy and infrastructure on these effects. Utilizing experimental design, this research will provide novel insights on how to communicate and promote sustainable consumption.
Ámbito científico
Programa(s)
Régimen de financiación
MSCA-IF-EF-ST - Standard EFCoordinador
5230 Odense M
Dinamarca