Sustainable Consumption and the Attitude-Behavior Gap. Drivers and Barriers

Table of Contents

1 Introduction

2 Conceptual foundation

2.1 Defining sustainable consumption

2.2 The attitude-behavior gap

3 Theoretical foundation

3.1 Theory of Reasoned Action and Theory of Planned Behavior

3.2 Norm Activation Theory

3.3 Deficiencies of the TRA, the TPB and the NAM

4 Drivers and barriers of sustainable consumption

4.1 Individual-related factors

4.2 Environmental factors

4.3 Conceptual model and additional remarks

5 Implications and future research

6 Conclusion

Research Objectives and Themes

This thesis aims to structure and discuss the facilitators and obstacles of sustainable consumption identified in academic literature to provide an overview of the current state of scientific knowledge, specifically addressing the discrepancy between environmental attitudes and actual consumer behavior.

• Conceptualization of sustainable consumption and the attitude-behavior gap
• Critical review of foundational behavioral theories (TRA, TPB, NAM)
• Systematic identification of individual and environmental drivers/barriers
• Analysis of rationalization strategies and moral duty conflicts
• Implications for future research and promotion of sustainable consumerism

Excerpt from the Book

Summary of Chapters

1 Introduction: This chapter highlights the rising importance of sustainability and introduces the research problem of the attitude-behavior gap.

2 Conceptual foundation: This section defines sustainable consumption as a multidimensional concept and examines the theoretical and psychological nature of the attitude-behavior gap.

3 Theoretical foundation: This chapter reviews core socio-cognitive behavioral theories like TRA, TPB, and NAM and addresses their respective limitations in explaining sustainable consumption.

4 Drivers and barriers of sustainable consumption: This central chapter systematically categorizes influences on consumer behavior into individual-related factors and environmental factors.

5 Implications and future research: The author discusses how informational and structural strategies can promote sustainable behavior and suggests future research directions.

6 Conclusion: The work concludes that an integrated approach is essential to address the complex nature of sustainable consumption and its various determinants.

Keywords

Sustainable Consumption, Attitude-Behavior Gap, Theory of Planned Behavior, Norm Activation Model, Consumer Behavior, Environmental Concern, Social Desirability Bias, Rationalization Strategies, Sustainability, Green Marketing, Behavioral Drivers, Behavioral Barriers, Consumer Psychology, Individual Factors, Environmental Factors.

Frequently Asked Questions

What is the core focus of this research?

The research explores why there is a persistent gap between consumers' positive attitudes toward sustainability and their actual consumption behavior, identifying the underlying drivers and barriers.

What are the primary thematic fields covered in the study?

The study covers conceptual definitions of sustainability, behavioral theories (TRA, TPB, NAM), individual-related influences (values, emotions, habits), and environmental influences (corporate activities, social norms, structural conditions).

What is the primary research goal?

The goal is to provide a comprehensive, structured overview of the current scientific literature concerning factors that facilitate or inhibit sustainable consumption to improve the understanding of the attitude-behavior gap.

Which scientific methodologies are utilized?

The thesis employs a systematic literature review to analyze and synthesize the findings from 118 relevant academic papers.

What does the main part of the work address?

The main part focuses on the theoretical grounding of consumer behavior and a detailed categorization of factors influencing sustainable consumption, including individual characteristics and contextual environmental conditions.

Which keywords define the work?

The work is defined by terms such as sustainable consumption, attitude-behavior gap, consumer psychology, behavioral drivers, and environmental barriers.

How do rationalization strategies contribute to the attitude-behavior gap?

Consumers use neutralization techniques, such as denying responsibility or claiming moral justification, to reduce the cognitive dissonance that arises when their consumption choices contradict their pro-environmental attitudes.

Does social influence play a significant role?

Yes, social influence is a major factor; it manifests through interpersonal relationships, the pressure to conform to social norms, and the stigma associated with either sustainable or unsustainable consumption.

What is the "intent-orientated approach" versus the "impact-orientated approach"?

The intent-orientated approach focuses on the consumer's pro-social/ecological intentions, whereas the impact-orientated approach evaluates the actual social and ecological consequences of the consumption behavior.