Reconceptualizing and modeling sustainable consumption behavior: A synthesis of qualitative evidence from online education industry

Abstract

In recent years, the concept of sustainable consumption behavior (SCB) is largely introduced and changed continuously to be discussed with industries such as energy sector, agriculture, transportation, sharing economy, and tourism. However, the study of sustainable consumption behavior in the online education industry (SCBOEI) remains a research gap. Thus, this paper aims to identify the significance of sustainable consumption behavior and theoretically conceptualize SCBOEI. This study employs content and text analysis to reconceptualize the major theories that contribute to the research of SCB. The findings in this study show that SCBOEI is contributed of great significance to promote sustainable development. In addition, this study introduces a model of SCBOEI, in which the consumer value theory, social exchange theory, and planned behavior theory are integrated. Additionally, this paper suggests that value, environmental attitude, identity, consumer engagement, and contextual factors (government behavior, market conditions, and environmental education) are highly important to extend the research on SCBOEI. In conclusion, this study strongly recommends that SCB research shall be directed to the online education industry. Furthermore, future studies shall emphasize the empirical effects of psychological factors, activity factors, and contextual factors for SCBOEI to find the correlation.

Toward Sustainable Consumption Behavior in Online Education Industry: The Role of Consumer Value and Social Identity

“…The two aspects of emotional value include aesthetics and playfulness ( Kato, 2021 ). The emotional value is derived from learners’ perceived interactiveness and comfort with online education ( Jiang and Pu, 2021 ).…”

“…Some empirical studies support those individuals with functional and social values tend to demonstrate more sustainable consumption behaviors ( Park and Lin, 2020 ). Some scholars explored the relationship between value and identity and sustainable consumption behavior ( Jiang and Pu, 2021 ). Functional value affects consumers’ consumption behavior from two dimensions: price and value ( Kato, 2021 ).…”

“…Promoting Sustainable Consumption Behavior (SCB) is an important mean to achieve sustainable development goals ( Figueroa-García et al, 2018 ). The energy industry, food industry, manufacturing industry, and agriculture are major scope of in the research on sustainable consumption behavior ( Jiang and Pu, 2021 ). These studies usually explored the impact of value ( Fischer et al, 2017 ), environmental attitude ( Lee, 2014 ), identity ( Kadic-Maglajlic et al, 2019 ), culture ( Figueroa-García et al, 2018 ), media ( Simeone and Scarpato, 2020 ), and religion on sustainable consumption behavior ( Orellano et al, 2020 ).…”

“…Online education for sustainable development can be provided at all levels from preschool education while gradually improving knowledge, skills, attitudes, and values conducive to sustainable development ( Pu and Jiang, 2021 ). To reach at the desired goals in sustainable consumption behavior in learners, many factors must be taken into considerations not only education, but also other factors including value, identity, attitude, participation, knowledge, and even other situational factors ( Jiang and Pu, 2021 ).…”

“…Using Consumer Value Theory and Social Identity Theory to explore their influences on SCBOEI can fill the current research gap. There is an established conceptual framework on sustainable consumption behavior of the online education industry resulted from the impact of value and identity ( Jiang and Pu, 2021 ). However, there is no empirical research to confirm the model.…”