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Consumers have a key role to play in meeting government targets for reduced energy consumption, more sustainable waste management practices, and lifestyles with fewer environmental consequences. We discuss some of the assumptions underpinning academic debates about sustainable consumption and describe a research design which has helped us move beyo...
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The growth of population increases not only the basic needs of human but also the use of natural resources. Household consumption pattern gives impact to economic growth, social condition, and environmental quality. Jakarta as the capital of Indonesia (the 4th biggest most populous country in the world) still has waste management problems. East Jak...
Citations
... These studies have adopted experiential designs (Kim and Austin 2020) or have analyzed retrospective (Schill et al. 2022) and self-reported data (Confetto et al. 2023). Most of the research on sustainable consumption has investigated the attitude-behavior gap extensively (see for example White et al.'s 2019 literature review on the status of the field) by focusing on attitudinal (such as intentions, motivations, and beliefs or values) and behavioral constructs (McDonald et al. 2012) to understand if and how the willingness of individuals or groups to undertake actions that can promote positive and/or adverse negative environmental consequences (Milfont and Markowitz 2016), actually translates into proenvironmental behaviors. With its emphasis on evaluating the attitude-behavior gap, this body of research has predominantly centered on an abstract conceptualization of sustainability (Reczek et al. 2018), making it difficult to grasp how sustainable consumption relates to the construction of individuals' identities as sustainable consumers and to the dynamics of social influence within relational networks, like social media, in which consumers share and discuss with others their commitments to sustainable consumption choices (White et al. 2019). ...
Young consumers are increasingly taking on the mantle of champions for sustainable behavior. However, notwithstanding the long-established and rich debate on sustainable consumption, studies are missing that delve deeper on how young consumers, especially Millennials and Gen Z, dialogically frame their sustainable consumption choices and their favor for sustainable brands. We conduct an in-depth netnographic investigation that provides a deep cultural understanding of the motivations and priorities that young consumers associate with sustainable choices in their social media conversations, which represent the most common ground where sustainable commitments are discussed. Considering that plastic-free refillable water bottles are emerging as the daily consumption choice that young consumers are adopting to pursue a more sustainable lifestyle, we see in that a compelling research context in which the motivations that young consumers prioritize when they embrace plastic-free brands can be explored. Our findings visually map and dig deeper into the complex constellation of the dominant themes and interplays among them that young consumers discuss in their conversations about the adoption of plastic-free refillable water bottles. Across all the conversations we analyzed, the notion of care emerges as the key priority for young consumers and sustainable consumption is depicted as a holistic form of self-care. Our paper contributes to delve deeper into those conversational dynamics in and through which the priorities related to sustainable consumption choices are shaped and constructed through the expressive and material capacities of the different social formations that are engaged into the discussion of sustainability issues. Our paper also provides a methodological blueprint for the investigation of the dialogic process of sustainable brand building.
... Previous research has attempted to identify different categories of tourists, particularly those who show concern and adapt behaviors in response to the environmental issue. Different typologies have been proposed to identify this tourist group which are prevalently coined as "green tourists" (Bergin-Seers & Mair, 2009;McDonald et al., 2012), or ecotourists (Galley & Clifton, 2004). Green tourists have been defined as tourists who behave in an environmentally friendly manner when on vacation in a wide range of tourism contexts (Dolnicar & Matus, 2008). ...
... It was praised at ITB Berlin and won second place in the Governance, Reset, and Recovery category of the Green Destinations Story Award (NNT, 2023). Ko Mak has actively pursued low-carbon initiatives since 2012, including campaigns to promote the consumption of local products, the reduction and Think about green issues and try to reduce normal water consumption in destinations where water is scarce for example Consciously seek to find out more about a particular issue and to become more actively involved in the issue, by joining a pressure group, for example Use public transport to get to destination and to travel around while on holiday Dark green Boycott hotels and resorts that have a poor reputation on environmental issues Pay to go on holiday to work on a conservation project Totally green Do not take holidays away from home at all so as not to harm the environment in any way as a tourist McDonald et al., 2012 [Typologies of green tourists] ...
Although the tourism sector has made efforts to promote low-carbon tourism as one of the ways to address the challenge of climate change, understanding of the current low-carbon tourist segments is still limited and fragmented. This study analyzes low-carbon tourist segments in Thailand's island destinations using cluster analysis, identifying three distinct types: Low-carbon Supporters,
Pleasure Seekers, and Destination Protectors, each varying in their perceived importance of low-carbon tourism dimensions. Using Important-Performance Map Analysis (IPMA), the research highlights key items significant to each cluster. It contributes theoretically and offers practical marketing strategies to promote low-carbon destinations effectively to these segments.
... The second group LOVOS (Lifestyle of Voluntary Simplicity)-consume less, live a simple lifestyle, and find a balance between efficiency and sufficiency; not an attractive customer segment for most companies due to lower consumption and purchasing. McDonald et al. (2012) presented their own typology on green segmentation. They found that green consumers can be characterized by the strategies they use to greening their lives rather than segmenting consumers in terms of behavioral or attitudinal constructs. ...
The desire to live in a healthy “green” environment is becoming increasingly important to global populations. The term “green” is overused, confusing, and inconsistently used among and between consumers, corporate enterprises, environmental groups, government entities, and other segments globally. Research studies suggest that defining and applying the term “green” to behaviors and decision-making is constantly changing, further complicating the study of corporate and consumer environmental responsibility. In this study, we focus on the consumer. Not all consumers behave the same or have the same beliefs and perceptions regarding what is environmentally “green.” As such, we segmented consumers in Slovakia into unique “green” groups based on behaviors and perceptions. Further, we propose “green” marketing strategies for each unique consumer group. Cluster analysis for 1,061 respondents resulted in four unique clusters or groups of green consumers: “Indifferent Greens,”“Economical Greens,”“Engaged Greens,” and “Image Conscious Greens.” In addition, exploratory factor analysis was used to identify optimal components of the marketing mix that can be used to educate and target each identified green cluster. Results may provide Slovakian companies, or enterprises elsewhere, with a specific set marketing mix tools to enhance reach and profit maximization for their relevant “green” customers.
JEL Classification: M210, M310, M370, Q210, Q560.
... We performed two studies focusing on two different bio-based products since it is recommended to consider more than one product class in segmentation studies (McDonald et al., 2012). The first study deals with bio-based adhesives that consumers normally use in their households (all-purpose adhesives and glue sticks). ...
Predictive models are increasingly crucial in navigating heterogeneous markets. This study develops a predictive model approach to forecast consumer cluster membership in the green fast-moving consumer goods sector, focusing on bio-based products like adhesives and plasters. Through two online surveys in Germany, we identified key factors acting as drivers and barriers, demonstrating their effectiveness in distinguishing similar consumer segments across both product categories. Utilizing multinomial logistic regression, we crafted a prediction
model that accurately forecasts cluster membership, providing novel insights into consumer behavior towards non-food bio-based products. This facilitates the development of targeted business and marketing strategies, optimizing resource allocation in market research activities. Our findings offer significant contributions to understanding the dynamics influencing consumer choices in the bio-based product market.
... Value-Belief-Norm (VBN) theory, which utilizes beliefs as a mediator, elucidates the formation of environmental norms and attitudes among various consumer groups, not just the most committed greens (Stern et al., 2016). While the VBN theory faces challenges because consumers engage in both green and non-green behaviors (McDonald et al., 2012), a comprehensive compilation of values that activate environmental norms and green behavior would benefit scholars and practitioners (Perera et al., 2022). Future research could explore which beliefs have varying value-norm mediation effects. ...
... However, this study argues that other values are in play when individuals consider sustainable consumption [12,25]. Indeed, this study supports Mcdonald et al. [54], who argue that there are inevitable tradeoffs between 'green' and conventional criteria for consumers. In this study, values are looked at both individually and jointly when examining the decision-making of individuals in this context. ...
This study contributes to the understanding of how values promote and hinder circular consumer behaviour by examining and learning from the Swedish deposit-refund system for beverage cans and PET bottles. We have used the consumption value theory in our analysis, building on the concepts of circular economy, sustainable consumption and recycling. Data was collected from focus group interviews with young adults in order to identify and explore the ways that values promote and hinder participation. Functional values were found to be at the core of sustainable consumption as a result of financial incentives and the fact that consumers value convenience. The study also highlights the importance that young adults place on emotional values, in particular embarrassment, which hinders them from recycling. When it comes to sustainable consumption, young adults are driven by selfish behaviour, prioritising personal comfort. Social settings were also found to promote and hinder participation in the deposit-refund system. The study finds that an understanding of the reasons why different social groups and age groups approve or disapprove of participation in circular solutions may help design solutions to increase participation in circular solutions and circular economies. The results show that it is important to study the combinations of value dimensions to understand consumer behaviour in a circular system fully.
... While some previous research has pointed out that even the most environmentallyfriendly consumers do not always act in environmentally-friendly ways when they are on leisure trips (see e.g. Barr & Prillwitz, 2012;Juvan & Dolnicar, 2014;McDonald et al., 2012;Passafaro et al., 2015), the results of our study show that environmentally-friendly skiers report being willing to pay more for more environmentally-friendly alpine skiing than environmentally-unfriendly skiers and therefore support our hypothesis H3. ...
In this study, we examine sustainable consumption from a ski area perspective by using the exploratory sequential mixed-method approach. We apply a cross-national approach to investigate how customers' preferences for sustainable service alternatives translate into willingness-to-pay, comparing results from Norway and Switzerland. The results show that alpine skiers in general report being willing to pay more for a day pass if the ski area is either environmentally-certified, carbon-neutral, or uses only natural snow. The positive effects are reported even stronger among environmentally-friendly skiers and skiers from Switzerland. We discuss the implications our results have for ski area managers wanting to incorporate sustainability in the overall pricing strategy. ARTICLE HISTORY
... McDonald et al. [55] points out that it is consumers who determine the laws and regulations, as well as the measures taken to achieve a more sustainable way of life. Researchers have found that all consumers can be divided into three groups when it comes to sustainable consumption: translators (in some aspects of their lifestyle, they consume sustainably, but not in others); exclusive-confident consumers (sustainable living is a priority for these consumers); choosers (consumers are distinguished by the fact that they mostly consume goods and services as a regular consumer, but also consume a few eco-friendly products or goods, for example; they may always sort rubbish, advocate recycling, but in all other aspects of their life, they do not pursue any sustainable consumption) [55]. ...
... McDonald et al. [55] points out that it is consumers who determine the laws and regulations, as well as the measures taken to achieve a more sustainable way of life. Researchers have found that all consumers can be divided into three groups when it comes to sustainable consumption: translators (in some aspects of their lifestyle, they consume sustainably, but not in others); exclusive-confident consumers (sustainable living is a priority for these consumers); choosers (consumers are distinguished by the fact that they mostly consume goods and services as a regular consumer, but also consume a few eco-friendly products or goods, for example; they may always sort rubbish, advocate recycling, but in all other aspects of their life, they do not pursue any sustainable consumption) [55]. ...
Increasing production and consumption have a growing environmental impact. The challenge for all countries is to decouple economic growth from the environmental impacts of consumption, resource use and waste generation. The economic sectors with the highest environmental impacts are electricity, gas and water supply, transport services and agriculture. It is there-fore becoming important to improve energy efficiency and invest in innovative and resource-efficient technologies, recognising the need to change consumption patterns and behaviours. The Sustainable Development Strategy focuses on sustainable production and consumption. Although historically the focus has been on production and the associated environmental problems and solutions such as pollution control, cleaner production and recycling. Production and consumption as interdependent indicators have only recently come into focus as researchers have realised that production and consumption are highly interrelated. Sustainable Development Goals have stressed the importance of promoting consumption and production that have the least possible impact on the environment and are able to meet the basic needs of humanity.KeywordsSustainable consumptionSustainable productionSustainable energyConsumer behaviour
... The article written by Hwang et al. (2012) is a detailed understanding of how individuals approach the problem of greening, which reviewed the literature to examine the challenges that this typology offers to exist ways of thinking about the "green consumer" and identified who could influence practices in different groups through marketing strategies and political initiatives. For example, they identified three types of consumers; the first is known as translators, whose belief is to be better citizens, and their willingness to change means that if they know that an aspect of their consumption is problematic for the environment or others, they will probably change it. ...
... The other type of consumer is the exception, for whom sustainability is a priority in all aspects of their lives; they seek to change, which is why they see individual change and personal sacrifice as the key to safeguarding the planet for future generations, are the most active group in search of information. The third type is selective; this group is attracted or motivated by a single topic but is not interested in sustainability in an integral way (Hwang et al. 2012). ...
... Limiting the choice of available products through legislation will ensure these three groups' greener or more ethical choices; in turn, opinion leaders should be trained not as educators disseminating information on environmental issues but as communication strategists. Initiate conversations with friends and acquaintances, deliberately framing messages to make them more meaningful and persuasive to their recipients, leading us to the critical relationship between merchandising, marketing, waste, and recycling (Hwang et al. 2012;Kuzio and Kosar 2020). ...
Companies have adopted green marketing and marketing strategies to position themselves in consumer preferences and combat the problem of accelerated consumption of resources that has compromised the planet’s regenerative capacity, where the circular economy emerges as a solution to move towards responsible production and consumption patterns. From waste recycling marketing strategies, a descriptive analysis of 120 documents from the SCOPUS database was carried out using bibliometric techniques to know the existing state of the art for the period 1977–2021. The results indicate that the annual scientific production increased in the last ten years by over 200% for 2019, highlighting the USA, China, UK, Germany, and India, and Mexico is in position 22. The conceptual and trend analysis points out the relationship between marketing, waste management, commercialization, recycling, sustainable development, and circular economy, topics that have deepened research in the last 5 years due to the SDGs. Through intellectual analysis, schools of thought were identified, highlighting Chen, Wang, Zhang and Liu, Lu, and White as the most influential and connected with other authors. The results show no link between the study areas, but rather that they are developed in isolation, evidencing an area of opportunity to work on marketing strategies for waste recycling, where companies adopt circular economy objectives, obtaining an advantage. Competitive position and position in the market by offering products from a valorization that the consumer prefers.
... The heterogeneity and richness of pro-environmental behaviour have been well documented in the segmentation literature (Haider et al., 2022;Lavelle et al., 2015;McDonald et al., 2012). Many studies have focused on food consumption (Carrero et al., 2016;Macharia et al., 2013;Su et al., 2019;Verain et al., 2012Verain et al., , 2015. ...
Purpose
Sustainability challenges are omnipresent. This study aims to identify consumer segments based on food consumption practices from purchasing to disposal. A priori work identified quality attributes, food responsibility, dietary choices and food organisation and management within the home as key influences. Each represents an opportunity for consumers to employ more sustainable food behaviours. A priori work identified several indicators for each of these influences. This study explored the suitability of these indicators for measuring the identified key influences.
Design/methodology/approach
The authors used an online survey of 324 Irish food consumers in January 2021 to address online food interests, purchasing preferences and purchase behaviour linked to food sustainability.
Findings
The authors identify four consumer segments – food dabblers, food appreciators, pro-sus and pressured – which present a holistic view of the sustainable behaviours practiced by food consumers. The findings provide insight into the range of sustainability-related food behaviours actioned by consumers – from interest in meat-free products, organics and local produce to having an organised stock at home and minimising waste. The findings shed light on how consumers integrate elements of sustainability into their food lifestyles.
Originality/value
This study captures sustainability-related food behaviours from the point of purchase through to consumption and disposal and identifies four new consumer segments based on interests, preferences and behaviours.
