Consumer Sustainability and Responsibility: Beyond Green and Ethical Consumption

Abstract

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...

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