IDEAS home Printed from https://ideas.repec.org/a/pal/palcom/v11y2024i1d10.1057_s41599-024-03581-6.html
   My bibliography  Save this article

Promoting sustainable behavior: addressing user clusters through targeted incentives

Author

Listed:
  • Laura Höpfl

    (Teaching and Learning with Intelligent Systems
    Robert Bosch GmbH
    Stuttgart Center of Simulation Science)

  • Maximilian Grimlitza

    (Robert Bosch GmbH
    Stuttgart University of Applied Sciences)

  • Isabella Lang

    (Robert Bosch GmbH
    Mainz University of Applied Sciences)

  • Maria Wirzberger

    (Teaching and Learning with Intelligent Systems
    Stuttgart Center of Simulation Science
    Interchange Forum for Reflecting on Intelligent Systems)

Abstract

Given the urgency of climate change action and the significant climate impact of household emissions, understanding the drivers of individuals’ sustainable behavior patterns is more important than ever. Consequently, we investigate whether different clusters of individual users can be distinguished regarding sustainability-related values, attitudes, and intentions. If these diverse clusters exist, we can explore tailored approaches to promote sustainable behavior patterns among them based on their unique needs and targets. For this purpose, we employ a mixed-method approach combining qualitative interviews with a quantitative survey. The obtained insights help us identify core factors that drive sustainable behavior, develop representations of different user groups, and suggest individualized interventions for supporting sustainable behavior patterns. The qualitative part comprised interviews with ten participants, resulting in the development of qualitative personas. Emerging differences could subsequently be used to select validated psychological scales for the quantitative part to confirm the differences. Applying data-driven clustering, we identify five intention-based clusters that vary regarding factors such as belief in climate change, collaboration, or skepticism concerning sustainability. Building on both qualitative and quantitative insights, five validated personas are created for research and practical use. These personas include Socially Sustainable, Responsible Savers, Unconcerned Spenders, Comfort-Oriented, and Skeptical Consumers. Individuals corresponding to the selected persona may, for example, respond positively to sustainability benefits, while others may be more receptive to hedonistic benefits. Addressing related varying motivational factors raises the demand for individualized interventions. These could be achieved by incorporating the personas’ needs with more individualized products and services to promote sustainable behavior.

Suggested Citation

  • Laura Höpfl & Maximilian Grimlitza & Isabella Lang & Maria Wirzberger, 2024. "Promoting sustainable behavior: addressing user clusters through targeted incentives," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.
    • Handle: RePEc:pal:palcom:v:11:y:2024:i:1:d:10.1057_s41599-024-03581-6
    DOI: 10.1057/s41599-024-03581-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41599-024-03581-6
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1057/s41599-024-03581-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. McCarty, John A. & Shrum, L. J., 1994. "The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior," Journal of Business Research, Elsevier, vol. 30(1), pages 53-62, May.
    2. Gilles Celeux & Gilda Soromenho, 1996. "An entropy criterion for assessing the number of clusters in a mixture model," Journal of Classification, Springer;The Classification Society, vol. 13(2), pages 195-212, September.
    3. Troy Malatesta & Jessica K. Breadsell, 2022. "Identifying Home System of Practices for Energy Use with K-Means Clustering Techniques," Sustainability, MDPI, vol. 14(15), pages 1-21, July.
    4. Arnold Tukker & Bart Jansen, 2006. "Environmental Impacts of Products: A Detailed Review of Studies," Journal of Industrial Ecology, Yale University, vol. 10(3), pages 159-182, July.
    5. Nguyen, Minh-Hoang & Jones, Thomas E., 2022. "Building eco-surplus culture among urban inhabitants as a novel strategy to improve finance for conservation in protected areas," OSF Preprints txzr3, Center for Open Science.
    6. Vermeir, Iris & Verbeke, Wim, 2008. "Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values," Ecological Economics, Elsevier, vol. 64(3), pages 542-553, January.
    7. Irfan Hameed & Zeeshan Hyder & Muhammad Imran & Kashif Shafiq, 2021. "Greenwash and green purchase behavior: an environmentally sustainable perspective," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 13113-13134, September.
    8. Flynn, Leisa Reinecke & Goldsmith, Ronald E., 1999. "A Short, Reliable Measure of Subjective Knowledge," Journal of Business Research, Elsevier, vol. 46(1), pages 57-66, September.
    9. Kayalvily Tabianan & Shubashini Velu & Vinayakumar Ravi, 2022. "K-Means Clustering Approach for Intelligent Customer Segmentation Using Customer Purchase Behavior Data," Sustainability, MDPI, vol. 14(12), pages 1-15, June.
    10. Roberts, James A., 1996. "Green Consumers in the 1990s: Profile and Implications for Advertising," Journal of Business Research, Elsevier, vol. 36(3), pages 217-231, July.
    11. Ann Bostrom & Gisela Böhm & Robert E. O'Connor, 2013. "Targeting and tailoring climate change communications," Wiley Interdisciplinary Reviews: Climate Change, John Wiley & Sons, vol. 4(5), pages 447-455, September.
    12. Juvan, Emil & Dolnicar, Sara, 2014. "The attitude–behaviour gap in sustainable tourism," Annals of Tourism Research, Elsevier, vol. 48(C), pages 76-95.
    13. Minh-Hoang Nguyen & Thomas E. Jones, 2022. "Building eco-surplus culture among urban residents as a novel strategy to improve finance for conservation in protected areas," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-15, December.
    14. Fraiman, Ricardo & Justel, Ana & Svarc, Marcela, 2008. "Selection of Variables for Cluster Analysis and Classification Rules," Journal of the American Statistical Association, American Statistical Association, vol. 103(483), pages 1294-1303.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kyriakos Riskos & Paraskevi (Evi) Dekoulou & Naoum Mylonas & George Tsourvakas, 2021. "Ecolabels and the Attitude–Behavior Relationship towards Green Product Purchase: A Multiple Mediation Model," Sustainability, MDPI, vol. 13(12), pages 1-22, June.
    2. Andreas Falke & Nadine Schröder & Claudia Hofmann, 2022. "The influence of values in sustainable consumption among millennials," Journal of Business Economics, Springer, vol. 92(6), pages 899-928, August.
    3. Higueras-Castillo, Elena & Liébana-Cabanillas, Francisco José & Muñoz-Leiva, Francisco & García-Maroto, Inmaculada, 2019. "Evaluating consumer attitudes toward electromobility and the moderating effect of perceived consumer effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 387-398.
    4. Kumar, Bipul, 2012. "Theory of Planned Behaviour Approach to Understand the Purchasing Behaviour for Environmentally Sustainable Products," IIMA Working Papers WP2012-12-08, Indian Institute of Management Ahmedabad, Research and Publication Department.
    5. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    6. Quan-Hoang Vuong & Quang-Loc Nguyen & Ruining Jin & Minh-Hieu Thi Nguyen & Thi-Phuong Nguyen & Viet-Phuong La & Minh-Hoang Nguyen, 2023. "Increasing Supply for Woody-Biomass-Based Energy through Wasted Resources: Insights from US Private Landowners," Sustainability, MDPI, vol. 15(11), pages 1-20, May.
    7. Ragna Nilssen & Geoff Bick & Russell Abratt, 2019. "Comparing the relative importance of sustainability as a consumer purchase criterion of food and clothing in the retail sector," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 71-83, January.
    8. Filippo Corsini & Natalia Marzia Gusmerotti & Edoardo Bartoletti & Francesco Testa & Andrea Appolloni & Fabio Iraldo, 2024. "Addressing Plastic Concern: Behavioral Insights into Recycled Plastic Products and Packaging in a Circular Economy," Circular Economy and Sustainability, Springer, vol. 4(3), pages 1961-1981, September.
    9. Paolo Antonetti & Stan Maklan, 2014. "Feelings that Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices," Journal of Business Ethics, Springer, vol. 124(1), pages 117-134, September.
    10. Kiatkawsin, Kiattipoom & Han, Heesup, 2017. "Young travelers' intention to behave pro-environmentally: Merging the value-belief-norm theory and the expectancy theory," Tourism Management, Elsevier, vol. 59(C), pages 76-88.
    11. Iulia C. Muresan & Rezhen Harun & Felix H. Arion & Anca Monica Brata & Ioan Aurel Chereches & Gabriela O. Chiciudean & Diana E. Dumitras & Camelia F. Oroian & Olivia Paula Tirpe, 2021. "Consumers’ Attitude towards Sustainable Food Consumption during the COVID-19 Pandemic in Romania," Agriculture, MDPI, vol. 11(11), pages 1-15, October.
    12. Kế, Nhiệt, 2023. "Chính trị Mỹ trong xử lý khủng khoảng khí hậu có thể chính là một cuộc khủng hoảng," OSF Preprints pbmtw, Center for Open Science.
    13. David Alaminos & M. Belén Salas & Manuel Á. Fernández-Gámez, 2023. "Quantum Monte Carlo simulations for estimating FOREX markets: a speculative attacks experience," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-21, December.
    14. La, Viet-Phuong, 2023. "Several questions about the ecological loss concept in the socio-economic context," OSF Preprints cuvgx, Center for Open Science.
    15. Deidre Bauer & Julia Arnold & Kerstin Kremer, 2018. "Consumption-Intention Formation in Education for Sustainable Development: An Adapted Model Based on the Theory of Planned Behavior," Sustainability, MDPI, vol. 10(10), pages 1-13, September.
    16. Nguyen, Minh-Hoang & Vuong, Quan-Hoang, 2023. "The $25-1000 range and inadequate argument on the restoration of the mangrove-seagrass ecosystems," OSF Preprints 8t2fx, Center for Open Science.
    17. Guang-Wen Zheng & Abu Bakkar Siddik & Mohammad Masukujjaman & Syed Shah Alam & Alvina Akter, 2020. "Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude," Sustainability, MDPI, vol. 13(1), pages 1-27, December.
    18. Cordula Hinkes & Inken Christoph-Schulz, 2020. "No Palm Oil or Certified Sustainable Palm Oil? Heterogeneous Consumer Preferences and the Role of Information," Sustainability, MDPI, vol. 12(18), pages 1-26, September.
    19. Wintschnig, Bea Alexandra, 2021. "The Attitude-Behavior Gap – Drivers and Barriers of Sustainable Consumption," Junior Management Science (JUMS), Junior Management Science e. V., vol. 6(2), pages 324-346.
    20. Abhinav Gupta & Upendra Singh, 2019. "Factors Affecting Environmentally Responsive Consumption Behavior in India: An Empirical Study," Jindal Journal of Business Research, , vol. 8(1), pages 16-35, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palcom:v:11:y:2024:i:1:d:10.1057_s41599-024-03581-6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: https://www.nature.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.