Consumer awareness and sustainability-focused value orientation as motivating factors of responsible consumer behavior

Anja Buerke (), Tammo Straatmann (), Nick Lin-Hi () and Karsten Müller ()
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Anja Buerke: HHL Leipzig Graduate School of Management
Tammo Straatmann: University of Osnabrueck
Nick Lin-Hi: University of Vechta
Karsten Müller: University of Osnabrueck

Review of Managerial Science, 2017, vol. 11, issue 4, No 8, 959-991

Abstract: Abstract Consumers are put in the driver seat on the road to a sustainable development. Following a consumer-centric approach, this paper explores the dimensionality and the antecedents of responsible consumption from a psychological perspective. Concerning the dimensionality, the study proposes that responsible consumption should comprise a societal as well as an individual dimension. The data (N = 339) supported this two-dimensional approach, differentiating between societal responsibilities of consumers (doing good) and consumers’ responsibilities for their personal well-being (doing well). Moreover, the results indicate that both consumer awareness and sustainability-focused value orientation have a direct positive influence on responsible consumer behavior. In addition, the hypothesized mediating role of consumer awareness is confirmed, with mediations for societal or personal responsible consumer behavior by the respective consumer awareness dimension. Consequently, it is crucial for organizations to flank their sustainable offers with appropriate communication activities in order to motivate consumers to engage in more responsible consumption.

Keywords: Consumer awareness; Multiple mediation model; Responsible consumer behavior; Sustainability; Sustainability-focused value orientation (search for similar items in EconPapers)
JEL-codes: M31 Q01 (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (30)

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DOI: 10.1007/s11846-016-0211-2

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