Descrizione del progetto
Incoraggiare il consumo sostenibile
Il consumo sostenibile è fondamentale per lo sviluppo sostenibile nella lotta contro i cambiamenti climatici, l’esaurimento delle risorse e la fame. Purtroppo, nonostante l’ampia campagna per un consumo responsabile, ciò non è ancora sufficiente per cambiare il comportamento dei consumatori. Per affrontare questo problema, è necessaria una comprensione approfondita dei fattori motivazionali dei consumatori. In questo contesto, il progetto MOTIVE, finanziato dall’UE, propone un nuovo ed esaustivo quadro teorico per esaminare le motivazioni dei consumatori nell’adottare o rifiutare prodotti sostenibili, in relazione a prodotti specifici e a diversi gruppi demografici. Un modello sperimentale fornirà le conoscenze per una comunicazione efficace e la promozione del consumo sostenibile. Il lavoro del progetto contribuirà alla teoria del «goal framing».
Obiettivo
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.
Campo scientifico
Programma(i)
Argomento(i)
Meccanismo di finanziamento
MSCA-IF-EF-ST - Standard EFCoordinatore
5230 Odense M
Danimarca