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Millennial Heterosexual Couples’ Sustainable Consumption Choices: An Exploratory Study into Decision-Making

Author

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  • Gargi Bhaduri

    (School of Fashion Design and Merchandising, College of the Arts, Kent State University, Kent, OH 44240, USA)

  • Jihyun Kim-Vick

    (School of Fashion Design and Merchandising, College of the Arts, Kent State University, Kent, OH 44240, USA)

  • Madeline Blanken

    (iDesign, Solon, OH 44139, USA)

Abstract

This research sought to explore the influences and motives that lead to decision-making of, and behavioral changes toward, sustainable consumption in heterosexual married couples. Understanding how different factors affect couples’ consumption decision-making dynamics can help provide successful methods to promote behavior towards sustainable consumption. For this study, semi-structured interviews were employed to explore couples’ sustainable consumption behaviors. A total of six heterosexual couples (12 individual participants) provided in-depth narratives regarding their sustainable consumption and behavioral patterns. Four major themes that emerged include: (1) the meaning of sustainable consumption for the couples and their lack of confidence in their knowledge, (2) shopping decisions regarding sustainable consumption, (3) life events that influenced the couples’ views and behaviors towards sustainable consumption, and (4) the motivations behind sustainable consumption. In spite of the small sample size, the findings of the study can be used by businesses to develop more effective marketing strategies. The study results can help businesses understand heterosexual married couples’ sustainable consumption decision-making processes and persuade them to make decisions about the company’s sustainable product offerings.

Suggested Citation

  • Gargi Bhaduri & Jihyun Kim-Vick & Madeline Blanken, 2023. "Millennial Heterosexual Couples’ Sustainable Consumption Choices: An Exploratory Study into Decision-Making," Sustainability, MDPI, vol. 16(1), pages 1-18, December.
    • Handle: RePEc:gam:jsusta:v:16:y:2023:i:1:p:258-:d:1308548
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    References listed on IDEAS

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    1. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    2. P. De Pelsmacker & L. Driesen & G. Rayp, 2003. "Are fair trade labels good business ? Ethics and coffee buying intentions," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/165, Ghent University, Faculty of Economics and Business Administration.
    3. Tae-Im Han & Leslie Stoel, 2016. "The effect of social norms and product knowledge on purchase of organic cotton and fair-trade apparel," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 7(2), pages 89-102, April.
    4. Martina Schäfer & Melanie Jaeger-Erben & Sebastian Bamberg, 2012. "Life Events as Windows of Opportunity for Changing Towards Sustainable Consumption Patterns?," Journal of Consumer Policy, Springer, vol. 35(1), pages 65-84, March.
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