Towards Sustainable Consumption: Driving Forces behind Bangladeshi Consumers’ Behavior

If stakeholders, service providers, and social systems adopt sustainable consumption behavior and regulate the production and consumption cycle, they may be facilitated to accomplish sustainable development with environmental and socioeconomic advantages. However, the purpose of this study was to look at the driving forces that influence consumer behavior in Bangladesh in terms of sustainable consumption. A quantitative survey was conducted among 384 participants aged 18 years and having minimum higher secondary educational qualifications. The data were collected from Khulna City Corporation of Bangladesh through a structured interview schedule using the convenience sampling technique. The results reported that environmental concern of the participants was found to be the top-ranked driving force and perceived environmental knowledge of the participants was the lowliest ranked driving force behind the consumers’ behavior towards sustainable consumption. Alongside, attitude towards eco-friendly products, perceived consumer effectiveness and sustainable consumption intention were found to be the second, third and fourth ranked driving forces, respectively. The authors hope and anticipate that the findings of this paper will give critical information to relevant authorities and policymakers in order to develop market research and management policies and strategies.

The influence of values in sustainable consumption among millennials

Due to climate change and global warming, sustainable consumption—as one possible solution to these challenges—is becoming more and more relevant. One generation that is affected the most by these developments are the millennials. While more and more baby boomers are retiring, millennials are now transitioning from being in training to being full-time employed, which marks a big change in their lives and makes understanding their values and consumption behaviour more important for marketers. The goal of our study is to clarify which values influence the building of attitude of millennials, if this influence differs according to employment status, and how attitude affects purchase intention concerning sustainable goods. Building to the list of values by Kahle (1983), the theory of planned behaviour, and perceived consumer effectiveness, we construct a framework to understand how values and employment status of millennials interact with their purchasing intention. Our results show that, among others, the values, that play a role during purchase intention forming, differ depending on the employment status. We also find that millennials place high importance on being in control when purchasing sustainable goods. Advertising and product managers can use our results to better understand and target the audience of their products as they construct their marketing efforts with the values of the audience in mind. In particular, messages that comply with the notion of being in control should be considered in every communication channel. This way, they may increase the share of sustainable consumers.

Towards Sustainable Consumption: Driving Forces behind Bangladeshi Consumers’ Behavior

If stakeholders, service providers, and social systems adopt sustainable consumption behavior and regulate the production and consumption cycle, they may be facilitated to accomplish sustainable development with environmental and socioeconomic advantages. However, the purpose of this study was to look at the driving forces that influence consumer behavior in Bangladesh in terms of sustainable consumption. A quantitative survey was conducted among 384 participants aged 18 years and having minimum higher secondary educational qualifications. The data were collected from Khulna City Corporation of Bangladesh through a structured interview schedule using the convenience sampling technique. The results reported that environmental concern of the participants was found to be the top-ranked driving force and perceived environmental knowledge of the participants was the lowliest ranked driving force behind the consumers’ behavior towards sustainable consumption. Alongside, attitude towards eco-friendly products, perceived consumer effectiveness and sustainable consumption intention were found to be the second, third and fourth ranked driving forces, respectively. The authors hope and anticipate that the findings of this paper will give critical information to relevant authorities and policymakers in order to develop market research and management policies and strategies.

Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers

Apparel rental, also known as collaborative apparel consumption, has created an innovative and popular business model, providing consumers with the ability to focus on using their products instead of ownership. Recent surveys show that sustainability is driving demand and customer loyalty in the US. Among all generations, Gen Z consumers lead the way. To better understand the emerging popularity of apparel rental services among Gen Z consumers who are becoming a major driving force for retail growth and the sustainability movement, this study aimed to identify the factors significantly influencing Gen Z consumers’ intention to use apparel rental services; 362 eligible responses were gathered via a questionnaire survey. The psychometric properties of the proposed model were examined, and the multiple regression method was applied to test the hypotheses. Attitude, subject norms, perceived consumer effectiveness, past environmental behavior, and fashion leadership significantly affected Gen Z consumers’ intentions to use apparel rental services. Attitude plays a mediating role between Gen Z consumers’ environmental knowledge, fashion leadership, need for uniqueness, and their intention to use apparel rental services. The proposed research model exhibited good explanatory power, accounting for 58.6% of the variance in Gen Z consumers’ use intention toward apparel rental services.

Modelling the predictors of consumers’ willingness to pay premium price for sustainable products

Purpose The purpose of this paper is to increase existing knowledge of consumers’ sustainable products via converging and testing social identity and value-belief-norm theory used in sustainable behaviour literature. More specifically, the present paper incorporated consumers’ orientation towards a lifestyle of health and sustainability (COLOHAS), attitude towards sustainable products’ (ATSP’) purchase, perceived consumer effectiveness and perceived knowledge about sustainability issues as a conceptual framework to understand comprehensively consumers’ willingness to pay premium price (WPPP) for sustainable products. Design/methodology/approach The data were gathered through a survey of 850 customers residing at Delhi-NCR and buying sustainable products. Data were analysed using the structural equation modelling approach. Findings The results show that perceived consumer effectiveness has a greater descriptive value on their WPPP than do their ATSP’s purchase and perceived knowledge about sustainability issues. Additionally, both dimensions (health consciousness and value orientation towards sustainability) of COLOHAS have been found to have a significant and positive influence on consumer ATSP. Research limitations/implications The empirical results offer managers with better insights on how COLOHAS, perceived effectiveness and perceived knowledge about sustainability issues influences their WPPP for sustainable products. Originality/value This study adds to the body of literature by emphasizing those cognitive processes that influence the customers’ WPPP for sustainable products. Therefore, this paper presents important information to the managers and marketers about the sustainability aspects.

Consumer and Food Product Determinants of Food Wasting: A Case Study on Chicken Meat

Food wastage is an environmental concern worldwide, particularly regarding households. This study aims to identify household food wasting segments and to assess the relationship between both consumer and food product determinants and the identified segments. Data were collected through a consumer survey of several packaged chicken products (n = 256; 2019) in a retail setting in Belgium. Of the participants, 36% reported never wasting any chicken meat. The average waste percentages were small, 1.1–3.1%, depending on the packaged product, although they were not significantly different between products. Participants with low levels of self-reported chicken waste were significantly older, without children and/or unemployed. Moreover, their households scored better for household routines and skills. They also agreed more to intend not to waste food, experienced a stronger injunctive norm and perceived consumer effectiveness. Additionally, lower chicken product wastage was discovered for households purchasing organic products and products with both a lower food convenience grade and shorter shelf life. Some relationships between household wastage and food product determinants contrast with expectations based on literature. The cause can be that some determinants are more related to food wasting (e.g., when participants buy organic products) than others (e.g., the products’ shelf life).