Analysis of sustainable consumption determinants

Ing. Amanuel Negash Tadesse

Master's thesis

Abstract:

This research thesis focuses on assessing what factors determine consumers' preferences for a sustainable product. The research objective was to examine and to provide an insight into the determinant factors that influence consumers' intentions for purchasing a chosen environmentally sustainable product. The study utilized the theory of planned behavior (TPB) framework to examine what influences young consumers' aged 18 – 45 years towards pro-environmental purchasing intentions and dispositions. The study investigated the influence of consumers' attitudes toward environmental responsibilities, subjective norms, and perceived behavioral control on the purchase intentions of an environmentally sustainable product, and how sustainable purchase intentions and perceived behavioral control relate with consumers' sustainable purchasing behaviors. The survey data were analyzed using correlation and multiple linear regressions analysis. The study results highlight a substantial link between attitudes toward environmental responsibilities, subjective norms and perceived behavioral control with sustainable purchase intentions. The findings imply that perceived behavioral control along with sustainable purchase intentions has significant influences on young consumers' behaviors to opt for the pro-environmental product. The study has also provided further managerial and policy implications for stimulating sustainable product consumption among young adults.

Abstract:

This research thesis focuses on assessing what factors determine consumers' preferences for a sustainable product. The research objective was to examine and to provide an insight into the determinant factors that influence consumers' intentions for purchasing a chosen environmentally sustainable product. The study utilized the theory of planned behavior (TPB) framework to examine what influences young consumers' aged 18 – 45 years towards pro-environmental purchasing intentions and dispositions. The study investigated the influence of consumers' attitudes toward environmental responsibilities, subjective norms, and perceived behavioral control on the purchase intentions of an environmentally sustainable product, and how sustainable purchase intentions and perceived behavioral control relate with consumers' sustainable purchasing behaviors. The survey data were analyzed using correlation and multiple linear regressions analysis. The study results highlight a substantial link between attitudes toward environmental responsibilities, subjective norms and perceived behavioral control with sustainable purchase intentions. The findings imply that perceived behavioral control along with sustainable purchase intentions has significant influences on young consumers' behaviors to opt for the pro-environmental product. The study has also provided further managerial and policy implications for stimulating sustainable product consumption among young adults.

Keywords

Consumer behavior, ethical consumerism, sustainable consumption, sustainable development, theory of planned behavior, triple bottom line

Language used: English

Date on which the thesis was submitted / produced: 13. 5. 2019

Thesis defence

• Date of defence: 26. 6. 2019
• Supervisor: Ing. Ondřej Částek, Ph.D.
• Reader: doc. Ing. Alena Klapalová, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Economy and Management / Business Management (Eng.)