Consumer Attitude And Sustainable Consumption In The Digital Age

Consumers in the recent world can contribute to the global agenda of sustainable development if they prefer to buy sustainable products in their everyday shopping.On the other hand,shopping sustainable products can be difficult for many consumers due to high prices,limited availability,and many other factors.One needs to consider the importance of adopting a sustainable lifestyle on the regular basis bearing in mind the ultimate benefit it will bring to the environment and future generations.To witness the effect of sustainability on the environment,it is required to adopt a sustainable lifestyle at a larger scale.This aspect puts individual consumers in doubt whether the effort they are making to protect the surroundings are enough and will make a difference.This research addressed the question of what motivates consumers to develop sustainable purchase intentions,what leads them to sustainable buying behavior,and how personality type intervenes in such consumption behavior.This study also focuses on the factors consumers consider when buying products online.It explores the dynamics of what motivates them to buy products online and which elements stop them to avoid such kind of shopping.The study is based on the objective to find out the factors behind sustainable purchase intention and sustainable consumption behavior.The first objective of the study was to investigate the impact of significant variables on sustainable purchase intention.The second objective of the study was to explore the effects of personal,psychological and social factors on sustainable consumption behavior.The third objective of the study is to explore the effect of demographic variables in determining tendencies towards sustainable consumption behavior.The fourth objective of the study is to assess the relationship between big five personality types and sustainable consumption behavior.Three studies were conducted to gain these objectives.To attain the first objective of the dissertation,a study was conducted to know the impact of distinct practices on sustainable purchase intention.The data for the study was collected from the major cities of Pakistan.The results of the study validate the significant relationship of distinct practices with sustainable purchase intention.The results contribute to the emergent literature on sustainable consumption behavior.To achieve the second and the third objective of the dissertation,a study was conducted to analyze the impact of personal,psychological,social and demographic factors on sustainable consumption behavior.The data for this study were collected from online shoppers through the survey method.The results of the study indicate a significant positive relationship of personal,psychological,and social factors with sustainable consumption behavior.However,demographics were not found to be positively correlated with sustainable consumption behavior.The results indicate the strong influence of personal,psychological,and social factors over demographic factors in establishing a tendency towards sustainable consumption behavior.Another study to accomplish the third objective of the study was aimed at analyzing the influence of big five personality types towards sustainable consumption behavior.The study data were collected from social networking site users from Pakistan.The results demonstrate the strong influence of personality types on sustainable consumption behavior.The major findings of the dissertation are;environmental concern,perceived environmental responsibility,environmental advertisement,and eco-labeling are positively related to sustainable purchase intention.Personal,social,and psychological factors play a key role in establishing tendencies towards sustainable consumption behavior.Demographics are not significantly related to sustainable consumption behavior.Personality types are important to develop consumer segments.This dissertation contributes to the existing literature on human psychology towards sustainable consumption in Pakistan.The study focuses on the overall scenario of sustainable consumption in a developing country,taking the example of Pakistan.Conceptual models presented in the study show the influence of various variables on sustainable purchase intention and sustainable consumption behavior in Pakistan.The study concludes that raising environmental concerns,developing environmental responsibility,focusing sustainability content in the advertisement,and by giving the knowledge of eco-labeling can lead towards developing sustainable purchase intentions.To convert these intentions into an actual purchase and repurchase behavior,personal,psychological,and social factors should be emphasized.It is important to consider personality types for product segmentation.Understanding the consumer purchase intention and buying behavior from the above mentioned perspectives is essential because it is the consumers ultimately who are going to get indulge in activities related to sustainable consumption.Without their involvement,it is not possible to get success in commercial activities leading to sustainable consumption.Therefore,it is vital to understand the intentions and factors lying behind the purchase behavior of consumers.This study fulfilled the need by examining responses of a sample of consumers towards sustainable purchase intention and buying behavior.This also helps us in identifying the role of demographics,psychosocial factors and personality in sustainable consumption behavior.