Junior Management Science, Volume 6, Issue 2, June 2021, 324-346<\/p>\n
Bea Alexandra Wintschnig, Ludwig-Maximilians-University Munich<\/strong> (Bachelor Thesis)<\/strong><\/p>\n<\/div> Individuals' consumption behavior plays a key role on the path to a sustainable future. Understanding what influences the decision to act in a sustainable manner is therefore crucial. The aim of this thesis is to provide a structured overview of the current state of academic literature on the drivers and barriers of sustainable consumption and to discuss the related phenomenon of the attitude-behavior gap. The identified influencing factors can be broadly divided into two categories: individual-related determinants and environmental determinants. The former includes socio-demographics, personal characteristics and value orientation, non-cognitive factors (habits and emotions) and cognitive factors like knowledge. The environmental determinants comprise product-, service-, or behavior-related factors (such as stereotypes towards sustainable products), corporate activities (e.g., communication efforts), social influence as well as structural conditions like the available infrastructure. Keywords: Sustainable consumption; attitude-behavior gap; sustainable choices; sustainable consumer behavior.<\/span>
\nFrom the diversity of influencing factors and their interplay, it becomes clear that to promote sustainable behavior or to close the attitude-behavior gap, a holistic approach is needed that combines different instruments and is adapted to the specific type of consumer behavior.
\n<\/span><\/p>\n<\/div>
\n<\/span><\/em><\/p>\n<\/div>