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DRIVERS AND MODERATING FACTORS OF SUSTAINABLE CONSUMPTION AND INVOLVEMENT

Vanya Kraleva, Svilen Ivanov

First published: 2020-09-20https://doi.org/10.5593/sgem2020/5.2/s21.020View metrics

Abstract

The paper aims at analysing the effect of different motivational drivers and moderating factors to the activation of sustainable behaviour in its two main forms ? consumption and involvement. Further it aims at testing the relationship between activism and the choice and usage of products in a sustainable manner. To fulfil these tasks a theoretical model is designed on the basis of previous quantitative and qualitative research on the antecedents of sustainable behaviour. The research builds on a survey with a sample of 212 participants from Bulgaria with a different background. To analyse data there were used hypothesis testing and regression analysis. The results from the study confirm the moderating effect of locus of control and self-efficacy emphasized in literature and provide evidence for the relation between sustainable behaviour and activism. The findings, however, reveal also that behaviour, often categorized as sustainable (the triad reuse-reduce-recycle and active citizenship) is predominantly driven by factors other than the typical eco-centric values. These conclusions point on the need for rethinking how sustainable behaviour can be activated and can guide policy makers in designing a system of measures to help the transition to sustainable development. The results from this study can also assist responsible companies in building strategies for growing the segment of sustainable consumers and can be used to help further research on the relationship between sustainable consumption and involvement to track cross-national differences on similar markets.

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Publication details

Title
DRIVERS AND MODERATING FACTORS OF SUSTAINABLE CONSUMPTION AND INVOLVEMENT
Authors
Vanya Kraleva, Svilen Ivanov
Proceedings
SGEM International Multidisciplinary Scientific GeoConference EXPO Proceedings; 20th International Multidisciplinary Scientific GeoConference Proceedings SGEM 2020, Ecology, Economics, Education and Legislation
Publisher
STEF92 Technology
Year
2020
Pages
169-176
SWS Citekey
Kraleva202021169176
ISSN
1314-2704
ISBN
978-619-7603-11-8
Language
en
Publication type
Conference Paper
Keywords
Sustainable consumptionactivismdriversmoderating factors
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