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

Consumer awareness and sustainability-focused value orientation as motivating factors of... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Review of Managerial Science Springer Journals

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

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Publisher
Springer Berlin Heidelberg
Copyright
Copyright © 2016 by Springer-Verlag Berlin Heidelberg
Subject
Business and Management; Business and Management, general; Accounting/Auditing; Banking; Marketing; Business Strategy/Leadership
ISSN
1863-6683
eISSN
1863-6691
D.O.I.
10.1007/s11846-016-0211-2
Publisher site
See Article on Publisher Site

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