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Consumer awareness and sustainability-focused value orientation as motivating factors of responsible consumer behavior

Author

Listed:
  • Anja Buerke

    (HHL Leipzig Graduate School of Management)

  • Tammo Straatmann

    (University of Osnabrueck)

  • Nick Lin-Hi

    (University of Vechta)

  • Karsten Müller

    (University of Osnabrueck)

Abstract

Consumers are put in the driver seat on the road to a sustainable development. Following a consumer-centric approach, this paper explores the dimensionality and the antecedents of responsible consumption from a psychological perspective. Concerning the dimensionality, the study proposes that responsible consumption should comprise a societal as well as an individual dimension. The data (N = 339) supported this two-dimensional approach, differentiating between societal responsibilities of consumers (doing good) and consumers’ responsibilities for their personal well-being (doing well). Moreover, the results indicate that both consumer awareness and sustainability-focused value orientation have a direct positive influence on responsible consumer behavior. In addition, the hypothesized mediating role of consumer awareness is confirmed, with mediations for societal or personal responsible consumer behavior by the respective consumer awareness dimension. Consequently, it is crucial for organizations to flank their sustainable offers with appropriate communication activities in order to motivate consumers to engage in more responsible consumption.

Suggested Citation

  • Anja Buerke & Tammo Straatmann & Nick Lin-Hi & Karsten Müller, 2017. "Consumer awareness and sustainability-focused value orientation as motivating factors of responsible consumer behavior," Review of Managerial Science, Springer, vol. 11(4), pages 959-991, October.
    • Handle: RePEc:spr:rvmgts:v:11:y:2017:i:4:d:10.1007_s11846-016-0211-2
    DOI: 10.1007/s11846-016-0211-2
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    More about this item

    Keywords

    Consumer awareness; Multiple mediation model; Responsible consumer behavior; Sustainability; Sustainability-focused value orientation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development

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