Sustainable consumption behaviour: A conceptual assessment

Abstract

Environmental problems caused by human activities are increasing day by day. Both the production and consumption of goods and services cause negative environmental impacts to a large extent. Governments, adopting the concept of sustainable development, develop strategies to promote sustainable consumer behaviour to eliminate these negativities. For these strategies to be effective, it is necessary to know how sustainable consumer behaviour occurs and what they are affected by. Sustainable consumption behaviour is defined as the actions consumers take not to endanger the needs of generations and to minimise waste damage on the life cycle. This study discusses sustainable consumption behaviour from a conceptual framework and includes recent studies. The study is expected to contribute to the marketing literature and guide marketing managers.

The Effect of Green Marketing, Sustainable Market Research, and Consumer Engagement on Brand Loyalty and Consumer Legitimacy in MSMEs in Indonesia

“…With an emphasis on sustainability, this strategy entails gathering information on customer preferences, market trends, and industry dynamics (Greenland et al, 2023). Businesses can create focused marketing plans that reflect these ideals by knowing consumer attitudes and behaviour around sustainability (SARGIN & Dursun, 2023). In order to adapt and develop in response to shifting consumer needs, businesses may also benefit from ongoing market research by staying up to date on new trends and possibilities (SARGIN & Dursun, 2023).…”

“…Businesses can create focused marketing plans that reflect these ideals by knowing consumer attitudes and behaviour around sustainability (SARGIN & Dursun, 2023). In order to adapt and develop in response to shifting consumer needs, businesses may also benefit from ongoing market research by staying up to date on new trends and possibilities (SARGIN & Dursun, 2023). All things considered, environmentally conscious consumers' demands and corporate environmental responsibilities can be met by means of sustainable market research.…”