Developing Action-Taking Programs in Sustainable Consumption Education: Applying the Transtheoretical Model of Behavior Change (TTM)
16 Pages Posted: 7 Mar 2019
Date Written: February 16, 2019
How to motivate individual consumers to engage in consumption activities that contribute to sustainable development through action-taking education programs? This is the question this conceptual paper attempts to address. This paper proposes a definition of sustainable consumer behavior and applies a theory-based, conceptual framework to develop action-taking programs in sustainable consumption education. Sustainable consumer behavior is defined as consumer acts that consider current and future interests of themselves and others when they purchase and use market goods. The behavior change theory used here refers to the transtheoretical model of behavior change (TTM), a commonly used behavior change theory in health and finance. The paper demonstrates how to facilitate the development of sustainable consumer behavior in education programs based on principles outlined in TTM with specific examples. Implications for education policies and future research are also discussed.
Keywords: sustainable consumer behavior, sustainable consumption, transtheoretical model of behavior change (TTM)
JEL Classification: D1, D9, Q0
Suggested Citation: Suggested Citation