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Motivating Consumers for Sustainable Consumption: The Causal Effects of Multiple Motives

Motivating Consumers for Sustainable Consumption: The Causal Effects of Multiple Motives

Objective

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.

Coordinator

SYDDANSK UNIVERSITET

Address

Campusvej 55
5230 Odense M

Denmark

Activity type

Higher or Secondary Education Establishments

EU Contribution

€ 219 312

Project information

Grant agreement ID: 843441

Status

Grant agreement signed

  • Start date

    1 January 2020

  • End date

    31 December 2021

Funded under:

H2020-EU.1.3.2.

  • Overall budget:

    € 219 312

  • EU contribution

    € 219 312

Coordinated by:

SYDDANSK UNIVERSITET

Denmark