What should consumer organizations do to drive environmental sustainability?

What should consumer organizations do to drive environmental sustainability? The growing complexity of environmental issues and its connection with the way in which society is consuming make essential to understand the extent of the consumers' awareness regarding the sustainable aspects. Therefore, the aim of this study is to explore the motivations of sustainable consumers and how those motivations should be considered by consumer organizations for improving their purposes and services to drive environmental sustainability. The research presents a content analysis of the websites of 30 Ibero-American organizations that promote sustainable consumption habits, classifying those organizations according to their purposes and services based on the six dimensions of consumer sustainability awareness. Then, a questionnaire was sent to a sample of Spanish-speaking consumers of sustainable products in order to assess their motivations for choosing environmentally friendly products or services. Then, an analysis was performed by comparing both results. As a result, the study offers new knowledge about the perception of sustainability consciousness across Spanish-speaking consumers and of the purpose of consumer organizations. It also provides valuable information for companies and marketers who wish to align their eco-innovation strategies with green consumers’ motivations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Cleaner Production Elsevier

What should consumer organizations do to drive environmental sustainability?

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Publisher
Elsevier
Copyright
Copyright © 2018 Elsevier Ltd
ISSN
0959-6526
D.O.I.
10.1016/j.jclepro.2018.01.182
Publisher site
See Article on Publisher Site

Abstract

The growing complexity of environmental issues and its connection with the way in which society is consuming make essential to understand the extent of the consumers' awareness regarding the sustainable aspects. Therefore, the aim of this study is to explore the motivations of sustainable consumers and how those motivations should be considered by consumer organizations for improving their purposes and services to drive environmental sustainability. The research presents a content analysis of the websites of 30 Ibero-American organizations that promote sustainable consumption habits, classifying those organizations according to their purposes and services based on the six dimensions of consumer sustainability awareness. Then, a questionnaire was sent to a sample of Spanish-speaking consumers of sustainable products in order to assess their motivations for choosing environmentally friendly products or services. Then, an analysis was performed by comparing both results. As a result, the study offers new knowledge about the perception of sustainability consciousness across Spanish-speaking consumers and of the purpose of consumer organizations. It also provides valuable information for companies and marketers who wish to align their eco-innovation strategies with green consumers’ motivations.

Journal

Journal of Cleaner ProductionElsevier

Published: Apr 20, 2018

References

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