Green Consumer Behavior

Comportements de consommation durables

Joël Mapendo Sangwa ()
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Joël Mapendo Sangwa: Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar

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Abstract: This course examines sustainable consumer behavior at the crossroads of marketing, cognitive psychology, consumer culture studies, and institutional approaches. It explores how social norms, habits, values, emotions, framing, nudges, and governmental dispositifs shape consumption choices in the context of ecological transition. Drawing on neoliberalism, institutionalism, Consumer Culture Theory, and behavioral approaches, the course aims to explain the gap between pro-environmental attitudes and actual behavior, while identifying the mechanisms that can foster the adoption of more sustainable consumption practices.

Keywords: Green Marketing; Values; Identity; Habits; Consumer Psychology; Consumer Culture Theory; Nudges; Framing; Governmentality; Ecological Transition; Sustainable Consumption; Sustainable Consumer Behavior; Social Norms; Theory of Planned Behavior; Ethical Consumption; Valeurs croyances et émotions; Bio; Durable (search for similar items in EconPapers)
Date: 2025-03-31
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Published in Master. Marketing. Option de spécialisation: comportements de consommation durable, Colmar, France. 2025, pp.19

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05580955

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