Subscribe     Pay Now

Denmark Project Notice - Motivating Consumers For Sustainable Consumption: The Causal Effects Of Multiple Motives


Project Notice

PNR 41902
Project Name Motivating Consumers for Sustainable Consumption: The Causal Effects of Multiple Motives
Project Detail The low share of sustainable consumption signals an important need to investigate consumers’ motivations for sustainable consumption. A better understanding of consumers’ motivational drivers can be helpful in increasing the sustainable consumption and, thus tackling environmental problems. Consumers’ motivations for sustainable consumption have been investigated from different theoretical perspectives. A comprehensive theoretical framework explaining why people [do not] buy sustainable products is a gap in the literature. This research project contributes to the Goal Framing Theory which has so far been discussed on the conceptual level mainly. This theory is different from the most well-known theories of consumer pro-environmental behavior (such as normative theories) in the sense that it integrates three categories of individual motivations, namely gain (weighing costs and benefits), normative (personal moral norms) and hedonic (positive emotions) motivations. This research project investigates the effects and relationships of gain, normative and hedonic motivations on sustainable consumption. As of context, four sustainable products namely electric cars, solar panels, car sharing and smart thermometers are selected. Moreover, this research examines the moderating effect of socio-demographic variables including gender, and situational variable including social norms, policy and infrastructure on these effects. Utilizing experimental design, this research will provide novel insights on how to communicate and promote sustainable consumption.
Funded By European Union (EU)
Sector Oil & Gas
Country Denmark , Western Europe
Project Value DKK 219,312

Contact Information

Company Name SYDDANSK UNIVERSITET
Address Campusvej 55 5230 Odense M
Web Site https://cordis.europa.eu/project/id/843441

Tell us about your Product / Services,
We will Find Tenders for you