Project description DEENESFRITPL Encouraging sustainable consumption Sustainable consumption is crucial for sustainable development in the fight against climate change, resource depletion and famine. Unfortunately, despite an extensive campaign for responsible consumption, it is still not enough to change consumer behaviour. To address this issue, an in-depth understanding of consumers’ motivational drivers is needed. In this context, the EU-funded MOTIVE project proposes a new comprehensive theoretical framework to examine consumer motivations for adopting or rejecting sustainable products, in relation to specific products and different demographic groups. An experimental design will provide knowledge for effective communication and the promotion of sustainable consumption. The project’s work will contribute to the goal framing theory. Show the project objective Hide the project objective 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. Fields of science social scienceseconomics and businesseconomicssustainable economy Programme(s) H2020-EU.1.3. - EXCELLENT SCIENCE - Marie Skłodowska-Curie Actions Main Programme H2020-EU.1.3.2. - Nurturing excellence by means of cross-border and cross-sector mobility Topic(s) MSCA-IF-2018 - Individual Fellowships Call for proposal H2020-MSCA-IF-2018 See other projects for this call Funding Scheme MSCA-IF-EF-ST - Standard EF Coordinator SYDDANSK UNIVERSITET Net EU contribution € 219 312,00 Address CAMPUSVEJ 55 5230 Odense M Denmark See on map Region Danmark Syddanmark Fyn Activity type Higher or Secondary Education Establishments Links Contact the organisation Opens in new window Website Opens in new window Participation in EU R&I programmes Opens in new window HORIZON collaboration network Opens in new window Total cost € 219 312,00
