Understanding consumers’ behavior towards sustainable consumption by using the SHIFT framework and Organismic Integration Theory (OIT)

Gladys Stephen ()
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Gladys Stephen: Indian Institute of Management Kozhikode

No 526, Working papers from Indian Institute of Management Kozhikode

Abstract: : Consumers’ behavior has shifted over the recent pandemic and has witnessed an enormous change in consuming products/services. The current research is set to explore the factors that would influence consumers’ existing unsustainable behavior to be more sustainable. The study adopts a mixed-method approach by using qualitative and quantitative research. With the existing literature, variables have been identified based on the SHIFT framework, and by conducting FGD and in-depth interviews, new categories of variables were identified. The identified variables were further integrated using Organismic Integration Theory (OIT) and Psychological Resilience theory to add a valuable contribution to the phenomenon to be explored.

Pages: 03 pages
Date: 2022-03
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