John Thøgersen

Human values and the emergence of a sustainable consumption pattern: A panel study

In this study, data from a random sample of Danish consumers are used to test the hypothesis that the emergence of a sustainable consumption pattern is influenced by individual value priorities. By the use of a cross-lagged panel design and structural equation modelling it is possible to draw firmer conclusions about the direction of causality than has been possible in previous research.

Spillover of environment-friendly consumer behaviour

Abstract This paper contributes empirical input to current reasoning about consumers’ propensity to behave in an environment-friendly way in different domains. Specifically, we investigate whether environmental-friendly behaviours spread to more and more areas of the consumption pattern in a virtuous circle and whether it is a necessary prerequisite for a virtuous circle to emerge and to continue to work that the individual possesses certain general values or ethical norms. The data material is a three-wave panel study with a large random sample of Danish consumers. The data were analysed by means of structural equation modelling and other techniques. Cases of transfer of environment-friendly conduct between behavioural categories are found, but only in a few of the possible instances and only of a modest size. The panel analysis also identifies a few negative cross-lagged effects. Such effects may indicate that the performance of an environment-friendly behaviour reduces the propensity to behave environmentally friendly in other areas. However, they may also be the result of the two involved behaviours correlating positively from the outset. Multigroup SEM analyses indicate that the likelihood of spillover is marginally but significantly higher when respondents give high priority to the value domain that Shalom H. Schwartz termed universalism or hold strong personal norms for environment-friendly behaviour.

Understanding of consumer behaviour as a prerequisite for environmental protection

A number of the environmental problems threatening our habitat are to a greater or lesser extent caused by present consumer lifestyles. More sustainable lifestyles cannot be obtained without marked changes in consumer attitudes and consumer behaviour. To arrive at a synthesis of what is known, and of what needs to be known, about the determinants of consumer behaviour with an environmental impact, a frame of reference employing three main classes of variables is used: motivation, ability, and opportunity. Apart from surveying the research of others, illustrations are given from studies carried out by the group of researchers at the Aarhus School of Business to which the authors belong; this research has been mainly concerned with waste handling and recycling. In addition, various strategies for changing consumer behaviour in an environment-friendly direction are considered. Information, moral arguments, and economic incentives are discussed as instruments for change. In setting goals for change strategies, broad goals such as heightened psychic and communicative activity in matters of environmental concern ought to be considered as an alternative to the elicitation of very specific behaviours.ZusammenfassungEinsicht in das Vehalten von Konsumenten als Voraussetzung für den Schutz derZahlreiche Umweltprobleme, die unsere Lebensgrundlagen bedrohen, werden Umwelt. mehr oder weniger von den Lebensgewohnheiten der Konsumenten verursacht. Lebensstile, die demgegenüber eher als “nachhaltig” gelten können, könen nur durch deutliche Veränderungen im Bereich der Einstellungen und des Verhaltens von Konsumenten erzielt werden.Der Beitrag liefert eine Zusammenschau dessen, was über die Einflu\faktoren auf das Verbraucherverhalten bekannt ist, soweit es Umweltwirkungen hat, und zeigt ebenso auf, was dazu noch nicht bekannt ist. Als Bezugsrahmen wählt er ein Modell, das Merkmale auf den drei Ebenen Motivation, Fähigkeit und Möglichkeit unterscheidet.Au\er einem überblick über Forschungsergebnisse, die in der Literatur berichtet werden, schildert der Beitrag auch Ergebnisse der Forschergruppe an der Aarhus School of Business, zu der die beiden Autoren des Beitrages gehören. Diese Ergebnisse beziehen sich in erster Linie auf Abfallverhalten und Wiederverwertung.Schlie\lich werden verschiedene Strategien zur Veränderung des Verbraucherverhaltens in umweltfreundlicher Richtung behandelt, vor allem Informationen, moralische Argumente und ökonomische Anreize. Bei der Formulierung von Zielen für solche Veränderungen sollten breite Zielsetzungen, wie z.B. gesteigerte psychische und kommunikative Aktivität in Umweltangelegenheiten, als Alternative zur Erreichung sehr spezifischen Verhaltens erwogen werden.

Recycling and Morality A Critical Review of the Literature

In affluent industrial societies, people tend to mentally classify environmental behaviors like recycling within the domain of morality. Intentions in this area are not based on a thorough calculation (conscious or unconscious) of the balance of costs and benefits but are a function of beliefs in what is right or wrong. I provide a brief review of the literature with the intention of uncovering problems and shortcomings in the framework of the Subjective Expected Utility model and the Theory of Reasoned Action with regard to understanding recycling behavior, and discuss examples of misleading policy conclusions. Within the framework of cognitive psychology, Schwartzs model of altruistic behavior offers a more satisfying starting point for understanding recycling behavior in affluent industrial societies.

Sustainable Consumption: Opportunities for Consumer Research and Public Policy

This essay explores sustainable consumption and considers possible roles for marketing and consumer researchers and public policy makers in addressing the many sustainability challenges that pervade the planet. Future research approaches to this interdisciplinary topic must be comprehensive and systematic and would benefit from a variety of different perspectives. There are several opportunities for further research; the authors explore three areas in detail. First, they consider the inconsistency between the attitudes and behaviors of consumers with respect to sustainability. Second, they broaden the agenda to explore the role of individual citizens in society. Third, they propose a macroinstitutional approach to fostering sustainability. For each of these separate, but interrelated, opportunities, the authors examine the area in detail and consider possible research avenues and public policy initiatives.

A cognitive dissonance interpretation of consistencies and inconsistencies in environmentally responsible behavior

Abstract The issue of consistency and inconsistency in environmentally responsible behavior (ERB), as reflected in the correlations between different ERBs, is discussed in the light of social-psychological theories suggesting that most people desire to behave consistently. It is argued that except in cases where different ERBs are substitutes or at least one of them is totally determined by idiosyncratic conditions the desire to behave consistently should lead to ERBs being positively correlated. However, the correlation may be attenuated by the influence of idiosyncratic conditions (considered “noise” in this context) and measurement error and it is moderated by perceived dissimilarity between the behaviors and by the (moral) importance of behaving in a responsible way towards the environment. These propositions are tested (and confirmed) by means of a mall-intercept survey of ordinary Danish shoppers. Implications for the promotion of a generalized ERB pattern are discussed.

Psychological Determinants of Paying Attention to Eco-Labels in Purchase Decisions: Model Development and Multinational Validation

Environmental labels are useful from an environmental policy perspective only if they are noticed by the consumer in the shopping situation and next – what is more – understood, trusted, and valued as a tool for decision-making. In this paper, a psychological model explaining variations in consumer attention towards environmental labels is developed and its ability to predict attention towards environmental labels in various European countries is tested.

Country Differences in Sustainable Consumption: The Case of Organic Food

In a sustainability perspective, consumption research has an unfortunate individualizing bias, which means that macro and structural causes of unsustainable consumption tend to be ignored. Hence, a comprehensive model of determinants of the sustainability of consumption is developed and applied on a specific case: organic food consumption. The analyzed data are published research on why consumer purchase of organic food products differs between countries. As expected, organic food’s share of total food consumption depends heavily on political regulation, including legal definitions and standards, financial support to farmers, and a national labeling system. Other important structural factors are soil conditions, an effective and efficient distribution system, and the size of the premium price demanded for organic food products. Macro factors such as the food culture and the culture’s level of postmaterialism and environmental concern play an additional role. The evidence suggests that, together, macro and structural factors such as these are more, and probably considerably more, important for the sustainability of food consumption than are individual-level attitudinal variables.

Spillover processes in the development of a sustainable consumption pattern

Hypotheses about possible mechanisms for spillover processes between pro-environmental behaviours are developed and tested by means of structural equation modelling. Data were collected by means of telephone interviews with a representative sample of Danish adults. Personal norms concerning recycling and packaging waste prevention are found to be rooted in the same more general, internalised values. Further, a predicted positive spillover effect from recycling to packaging waste prevention is confirmed. However, whereas a positive spillover effect from recycling to personal norms concerning packaging waste prevention is predicted, the reverse is found. Neither is it confirmed that performing an environmentally friendly behaviour makes attitudinal and more distal antecedents of related behaviours more predictive of the next step in the assumed causal chain. PsycINFO classification: 3920; 4070

Consumer Responses to Ecolabels

Purpose – The purpose of this paper is to develop and apply a framework for understanding consumer responses to ecolabelling.Design/methodology/approach – From a consumer perspective, ecolabels are tools for supporting decision making with regard to environmentally significant products. The paper proposes an adoption of innovation framework for understanding consumer responses. The framework is applied in a mall‐intercept survey of the early adoption of a new ecolabel, the MSC label for sustainable fishery, in Denmark.Findings – Early adopters of a new ecolabel mostly employ a high effort adoption process. Starting the adoption process depends on both motivation (intention to buy sustainable fish products) and ability (issue‐relevant knowledge). Whether and how quickly the consumer completes the adoption depends on his or her motivation, past experience with using ecolabels, and trust in the endorsing organisation.Research limitations/implications – Environmental and product‐related factors did not differ...