Description du projet
Encourager la consommation durable
La consommation durable est essentielle au développement durable dans la lutte contre le changement climatique, l’épuisement des ressources et la famine. Malheureusement, malgré une vaste campagne en faveur de la consommation responsable, cela ne suffit pas à modifier le comportement des consommateurs. Pour résoudre ce problème, il est nécessaire de comprendre en profondeur leurs motivations. Dans ce contexte, le projet MOTIVE, financé par l’UE, propose un nouveau cadre théorique complet pour examiner les motivations des consommateurs à adopter ou rejeter des produits durables, en relation avec des produits spécifiques et différents groupes démographiques. Une conception expérimentale fournira des connaissances pour une communication efficace et la promotion de la consommation durable. Les travaux du projet contribueront à la théorie du cadrage des objectifs.
Objectif
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.
Champ scientifique
Programme(s)
Régime de financement
MSCA-IF-EF-ST - Standard EFCoordinateur
5230 Odense M
Danemark