Hypothetical constructs of consumer behavior as predictors of pro-environmental behavior. An empirical study based on smartphones.

Abstract

Despite being a specific sustainable development goal (SDG), the role of consumers for sustainable consumption is still ambiguous. This is exemplified by a vast amount of research on the attitude-intention-behavior gap, which generally describes consumers’ failures to behave as sustainable as theoretically predicted. Recent reviews have prompted further investigations beyond the existing literature on factors influencing this gap. We contribute to this call by quantitatively investigating five antagonistic dimensions – both intrapsychic and situation-related – of smartphone usage and sustainable consumer behavior in Germany (n=800). Our results indicate two novel concepts. Emotional connection – i.e., consumers’ connections with the consumption experience – can either promote or prevent sustainable behavior, while exploration-driven consumerism – i.e., new purchases due to exploration tendencies – typically attenuates sustainable behavior. This illustrates how and when sustainability is outweighed by other consumer attitudes. We contextualize these results and conclude our study by highlighting limitations and further research opportunities.

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