Sustainable Consumption: Individual Consumer Concerns, Behaviour, and Practices (Literature Review)
11 Pages Posted: 7 Dec 2020
Date Written: December 4, 2020
Extant marketing literature has confirmed that sustainable consumption appears to be an emerging area of research. Equally, there are contradictory conclusions emerging from different papers. This paper explores the foundations of sustainable consumption based on previous literature and also highlighting the contribution made by major journals towards the field of sustainable consumption. The sustainable consumption research seems to be dependent mainly on Theory of planned behaviour (TPB) and other related theories like the theory of reasoned action, Norm activation theory, Dominant social paradigm, Cognitive dissonance, Social cognitive theory, Attitude-Behavior-Constraint, value-belief-norm theory (VBN). This paper also analyses the antecedents of sustainable consumption based out of 210 articles from various journals like Journal of marketing management, European journal of marketing, Journal of macro marketing, Journal of business science, International Journal of consumer’s studies, Journal of marketing management, Journal of consumer research, Journal of advertising and many others. In the appendix, the antecedents of sustainable consumption have also been identified based on the literature reviewed.
Keywords: Sustainable marketing, Green consumers Sustainability, Macro-marketing and Sustainable consumption
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