Common Reasons For Adopting Sustainable Consumption Behaviour And Digital Engagement: A Systematic Literature Review

Nuery, Nuzhat, Yannopoulou, Natalia, Manika, Danae and Filieri, Raffaele (2019) Common Reasons For Adopting Sustainable Consumption Behaviour And Digital Engagement: A Systematic Literature Review. In: Academy of Marketing Conference, 2, 3 and 4 July 2019, London.

Documents
Common Reasons For Adopting Sustainable Consumption Behaviour And Digital Engagement: A Systematic Literature Review
[img]
[Download]
[img] Microsoft Word
submitted.docx - Whole Document

231kB
Item Type:Conference or Workshop contribution (Paper)
Item Status:Live Archive

Abstract

Sometimes consumers do not adopt sustainable behaviour because they do not perceive it to be the conventional behaviour of that particular society. People’s consumption choice is shaped by contexts like society, education awareness etc. Depending on social media contents consumers’ perception of the product and the brand may be affected positively or negatively, which will be reflected in their word of mouth (WOM) and eventually in their purchase decision. It appears that there is a complementary relationship between digital engagement and sustainable consumption. This paper shows that, both digital engagement behaviour and sustainable consumption behaviour varies depending on the groups the users/consumers belong to and with the brand or product they feel themselves associated with. The level to which the consumers will adopt sustainable behaviour or engage online depends on
their perception of the extent to which their behaviour is effecting other members of the online community or the environment. Both behaviours are subject to gender, age and education along with the information they are acting upon. The findings of the paper may contribute to formulate the promotional policy of sustainable consumption
and the important variables to focus upon.

Keywords:Digital engagement
Subjects:N Business and Administrative studies > N590 Marketing not elsewhere classified
Divisions:Lincoln International Business School
ID Code:50097
Deposited On:26 Jul 2022 09:13

Repository Staff Only: item control page