Building a Hierarchical Sustainable Consumption Behavior Model in Qualitative Information: Consumer Behavior Influences on Social Impacts and Environmental Responses

Abstract

This study contributes to an understanding of valid sustainable consumption behavior attributes in Indonesia, due to the current unsustainability of product usage and environmental damage. Increasing consumption requires an understanding and exploration of important aspects of the consumption process and consumers’ behaviour. Sustainable consumption fulfils human needs, increases quality of life, reduces environmental damage and minimizes the risk to human health. A set of qualitative aspects and criteria is selected, validated by experts, using the Delphi method. Qualitative information is translated into comparable scales by applying fuzzy set theory. The interrelationships among the attributes are then identified by using a decision-making trial evaluation in the laboratory. Choquet integral is used to eliminate problems of expert subjectivity and this interactivity method, thus, provides higher insight into effectively addressing uncertainties. The results show that social impact and consumer behavior have a significant role in driving sustainable consumption behavior, representing an individual’s motivation in planning or decision making when performing a specific sustainable behavior. Sustainable consumption behavior is motivated by perceived consumer effectiveness, trust from consumers, environmental knowledge, environmental responsibility, behavioral intention, emotion, and motivation regarding social consumption mot. Theoretical and managerial implications are also provided.