The price of sustainability: Understanding sustainable consumption
(A2023-114144)

AUTHORS

Elisa Dorothee Adam, IU International University; Lisa-Charlotte Wolter, IUBH Internationale Hochschule

ABSTRACT

The price of sustainability: Understanding sustainable consumption This study examines the drivers of sustainable purchase (willingness-to-pay) based on a multi-dimensional concept of sustainability. Consumption and sustainability aspects were examined in a survey-based experiment using two different product categories (chocolate, fashion). Factor analysis reveal social and ecological sustainability as two dimensions pertinent to sustainability attitude and consumption, as predicted by sustainability involvement, category involvement, and demographics. Findings reveal (1) an attitude behaviour-gap and (2) higher perceived importance for social than for ecological aspects. There were both similarities and differences in willingness-to-pay for different products. This study identifies key drivers of sustainable purchase based on a multi-dimensional measure of sustainability to be employed for sustainability pricing. Keywords: sustainable consumption, sustainable purchase, willingness-to-pay