CORDIS Project
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This project investigates consumer motivations for sustainable consumption to enhance the adoption of eco-friendly products. By exploring factors such as personal values and social influences, the research aims to develop a comprehensive framework that can inform better marketing strategies for sustainable goods.
The low share of sustainable consumption signals an important need to investigate consumers’ motivations for sustainable consumption. A better understanding of consumers’ motivational drivers can be helpful in increasing the sustainable consumption and, thus tackling environmental problems.
Consumers’ motivations for sustainable consumption have been investigated from different theoretical perspectives. A comprehensive theoretical framework explaining why people [do not] buy sustainable products…
SYDDANSK UNIVERSITET
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