Details
| Original language | English |
|---|---|
| Pages (from-to) | 83-93 |
| Number of pages | 11 |
| Journal | Journal of business research |
| Volume | 91 |
| Early online date | 7 Jun 2018 |
| Publication status | Published - Oct 2018 |
Abstract
Responding to the global call for a “sustainable economy” requires meaningful insights into sustainability-conscious consumers and their actual buying behaviors. Sustainable consumption is not an all-or-nothing phenomenon because it encompasses several distinct behavioral patterns and consumption types. Therefore, companies are well advised to recognize multiple types of sustainability-conscious consumers with different expectations, attitudes, and values and to implement targeting strategies that do not rest on the assumption of homogeneity. Thus, the objective of this study is to provide a more fine-grained picture of (un)sustainable consumer segments and their differentiated effects in different product markets. Based on three large datasets, we create a robust six-segment typology of consumer consciousness regarding sustainable consumption. By using panel data on actual purchases, the results show not only that sustainability concerns significantly positively influence actual sustainable purchases, as expected, but also that sustainable buying can occur independently of sustainability concerns.
Keywords
- Consciousness regarding sustainable consumption, Consumer typology, Human values, Purchasing panel data, Sustainability
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
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In: Journal of business research, Vol. 91, 10.2018, p. 83-93.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - The many faces of sustainability-conscious consumers
T2 - A category-independent typology
AU - Balderjahn, Ingo
AU - Peyer, Mathias
AU - Seegebarth, Barbara
AU - Wiedmann, Klaus-Peter
AU - Weber, Anja
N1 - © 2018 Elsevier Inc. All rights reserved.
PY - 2018/10
Y1 - 2018/10
N2 - Responding to the global call for a “sustainable economy” requires meaningful insights into sustainability-conscious consumers and their actual buying behaviors. Sustainable consumption is not an all-or-nothing phenomenon because it encompasses several distinct behavioral patterns and consumption types. Therefore, companies are well advised to recognize multiple types of sustainability-conscious consumers with different expectations, attitudes, and values and to implement targeting strategies that do not rest on the assumption of homogeneity. Thus, the objective of this study is to provide a more fine-grained picture of (un)sustainable consumer segments and their differentiated effects in different product markets. Based on three large datasets, we create a robust six-segment typology of consumer consciousness regarding sustainable consumption. By using panel data on actual purchases, the results show not only that sustainability concerns significantly positively influence actual sustainable purchases, as expected, but also that sustainable buying can occur independently of sustainability concerns.
AB - Responding to the global call for a “sustainable economy” requires meaningful insights into sustainability-conscious consumers and their actual buying behaviors. Sustainable consumption is not an all-or-nothing phenomenon because it encompasses several distinct behavioral patterns and consumption types. Therefore, companies are well advised to recognize multiple types of sustainability-conscious consumers with different expectations, attitudes, and values and to implement targeting strategies that do not rest on the assumption of homogeneity. Thus, the objective of this study is to provide a more fine-grained picture of (un)sustainable consumer segments and their differentiated effects in different product markets. Based on three large datasets, we create a robust six-segment typology of consumer consciousness regarding sustainable consumption. By using panel data on actual purchases, the results show not only that sustainability concerns significantly positively influence actual sustainable purchases, as expected, but also that sustainable buying can occur independently of sustainability concerns.
KW - Consciousness regarding sustainable consumption
KW - Consumer typology
KW - Human values
KW - Purchasing panel data
KW - Sustainability
UR - http://www.scopus.com/inward/record.url?scp=85048155468&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2018.05.022
DO - 10.1016/j.jbusres.2018.05.022
M3 - Article
AN - SCOPUS:85048155468
VL - 91
SP - 83
EP - 93
JO - Journal of business research
JF - Journal of business research
SN - 0148-2963
ER -