Abstract
This paper contributes to a consolidation of the field by narrowing down the gap between sustainable consumption “attitudes/intentions” and actual consumption “behaviour”. The adopted methodology is based on a systematic literature review with an initial sample of more than 1000 publications, this paper considers the following inclusion and exclusion criteria throughout the review: research scope, conceptualisation of the terms (e.g. “Sustainable consumption”; “Ethical consumption”; “Green consumption”; “Green consumerism”; “Responsible consumption”), research design (e.g. quantitative, qualitative experimental studies), segments of consumers (Generation Y) and time frame. A qualitative research approach will be adopted in this paper, to safeguard the inclusion of methodologically diverse studies. Additionally, because the mentioned concepts have evolved over time and raised so many different interpretations, a qualitative approach is considered more pertinent. The focus of the review is to build up coherence regarding the sustainable consumption attitude-behavior gap. The paper concludes with a discussion of challenges and recommendations for future work in the field, namely, the need to encourage and educate consumers to live a more sustainable lifestyle and to design and implement responsible marketing tools to communicate the value of sustainable consumption.
Highlights
A consequence of the growing number of conceptual and empirical studies in sustainable consumption is the need to adopt systematic approaches to evaluate and assemble research outcomes that provide a balanced and objective summary regarding a particular topic
The adopted methodology is based on a systematic literature review with an initial sample of more than 1000 publications, this paper considers the following inclusion and exclusion criteria throughout the review: research scope, conceptualisation of the terms (e.g. “Sustainable consumption”; “Ethical consumption”; “Green consumption”; “Green consumerism”; “Responsible consumption”), research design, segments of consumers (Generation Y) and time frame
Given that this paper reports on a work-in-progress, it limits itself to the analysis of 26 studies focused on four key concepts: sustainable/green/ethical consumption, attitude-behaviour gap among millennials, fashion consumption and the characterization of Generation Y/Millennials
Summary
A consequence of the growing number of conceptual and empirical studies in sustainable consumption is the need to adopt systematic approaches to evaluate and assemble research outcomes that provide a balanced and objective summary regarding a particular topic. In a study of the Millennial generation, [4] observed that even though consumers have a very positive attitude towards sustainability and green products, this attitude is not reflected in actual behaviour. That way, it is of true importance, the understanding of consumers and what influences them. Encouraged by low prices and influenced by marketing campaigns and trend changes, consumers tend to speed their fashion consumption [6] These younger consumers, called the generation Y (Millennials), are defined as a group of people born between 1980 and 2000 [7] and maintain a positive attitude in relation to sustainability in general. A positive attitude is the key to a positive behaviour, it is of true importance that consumers are informed and educated about sustainable consumption and how their behaviour can influence the pursuit of sustainability [11,12,13]
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