Responsible sustainable consumer behavior (RSCB) involves a complex pattern of environmental and social issues, in line with the view of sustainability as a construct with both environmental and social pillar. So far, environmental dimension was far more researched than social dimension. In this article, we investigate the antecedents of both environmentally and socially RSCB and willingness to behave in environmentally/socially responsible way. We include measures of concern, perceived consumer control/effectiveness, personal/social norms and ethical ideologies/obligation to better explain and extend the traditional theory of planned behavior. Additionally, we test the impact of information availability about environmental or social impact on RSCB. Our findings on a representative sample of 426 respondents (ages 18 to 65) show that in general, antecedents of environmentally and socially responsible sustainable consumption are similar in their effect on consumer behavior, with personal norms, concern and ethical ideologies having the strongest impact on RSCB. When comparing both types of behavior, socially responsible behavior is more influenced by perceived behavioral control and possibly social norms than environmentally responsible behavior, while information availability plays its role for both behaviors. Sustainable responsible consumption can be achieved by embracing both dimensions of sustainability and consumers need to have a sense for both social and environmental issues. The complexity and struggles between doing what is good for environment and society could be the reason why consumers have difficulties achieving sustainable responsible consumption.

Green marketing has not shown expected results in recent years in terms of real changes in behaviours, products and market structures as had been anticipated. Consumer behaviour plays an important role in making these changes happen, and drivers of environmentally conscious consumer behaviour still need to be examined. Concepts of ‘concern’, ‘information about environmental impact’ and ‘willingness to act’ are seen as the key predictors of environmentally conscious consumer behaviours. Although green marketing has been able to address genuinely concerned consumers, additional insights are needed regarding how to appeal to more mainstream consumers. Thus, this paper proposes an extended model of environmentally conscious consumer behaviour in which the gap between willingness to act and actual environmentally friendly consumption is addressed by the moderating role of ‘prosocial status’ perceptions. In the model, ‘concern’ is positively related to ‘willingness’ and both ‘willingness’ and ‘information’ are positively related to ‘behaviour’, while ‘prosocial status’ perceptions moderate ‘behaviour’. The model was verified using a quota sample of 319 general population respondents from a Central European country. According to data, ‘prosocial status’ perceptions increase the positive association between ‘willingness’ and ‘behaviour’ and could be incorporated into green products and advertising to signal personality traits like kindness and intelligence. One possible implication for marketers is that women have a higher average representation in groups of people with high prosocial status perceptions.

Purpose -Most literature regarding sustainable behavior is based on the assumption that the reduction of consumption is inherently positive (mainly in the form of positive environmental consequences) and based on ethical considerations. However, the issue of the social consequences of this reduction and self-interested intentions in consumption is not generally open to debate. This paper aims to identify dimensions of sustainable and responsible consumer behavior, distinguish between the two concepts, and present consumer obstacles to acting responsibly in all aspects that a sustainability agenda would suggest.Design/Methodology/Approach -The paper includes a literature review, proposes a framework of responsible and sustainable consumption (RSCB), and off ers a set of propositions to achieve responsible and sustainable consumption. Insights from personal interviews with consumers are added for the sake of additional understanding of the concepts presented.Findings and implications -Through the RSCB framework, we show the potential trade-off decisions consumers have to make in order to implement sustainability and responsibility issues in everyday consumer decision processes. Struggles between doing what is good for them and what is good for the environment and society could be a reason why consumers have Sažetak Svrha -Većina se literature o održivom ponašanju zasniva na pretpostavci da je smanjenje potrošnje samo po sebi pozitivno (uglavnom zbog pozitivnih posljedica na okoliš) i temeljeno na etičkim razmatranjima. Međutim, pitanje o društvenim posljedicama tog smanjenja i namjerama iz vlastitog interesa, općenito nije otvoreno za raspravu. Cilj rada jest identifi cirati dimenzije održivog i odgovornog ponašanja potrošača, razlikovati ta dva koncepta i predstaviti prepreke za odgovorno djelovanje potrošača u svim aspektima koji bi se mogli odnositi na održivost.Metodološki pristup -Rad uključuje pregled literature, predlaže okvir održive i odgovorne potrošnje te nudi niz prijedloga za postizanje odgovorne i održive potrošnje. Dodani su uvidi iz osobnih intervjua s potrošačima radi boljeg razumijevanja prikazanih koncepata.Rezultati i implikacije -Kroz predloženi okvir pokazujemo potencijalne kompromisne odluke potrošača koje oni trebaju donijeti kako bi implementirali održiva i odgovorna pitanja u svakodnevnom procesu odlučivanja. Borbe između onoga što je dobro za njih i što je dobro za okoliš i društvo, mogle bi biti razlogom zašto potrošači imaju problema u postizanju odgovorne i održive potrošnje.Ograničenja -Kvalitativno istraživanje temeljeno na malom uzorku osobnih intervjua ne dozvoljava poopćavanje.Maja Hosta, Vesna Žabkar 144 Vol. 28, No. 2, 2016, pp. 143-157 diffi culties achieving responsible and sustainable consumption.Limitations -Qualitative study based on a small sample of personal interviews does not allow for generalizations.Originality -A research gap in understanding the dimensions of sustainable and responsible consumer actions in terms of their emphasis (environmental and socia...