Green consumer behaviour in purchasing, using, and disposing of food, clothes, and mobile phones
(A2025-130291)

AUTHORS

Yingkui Yang, University of Southern Denmark; Jan Jensen, University of Southern Denmark; René Haldborg Jørgensen, University of Southern Denmark

ABSTRACT

This study examines green consumer behavior across three product categories—food, clothing, and mobile phones—by exploring the full consumption cycle: purchasing, usage, and disposal. Research on green consumption that accounts for product category-specific differences remains largely underexplored. A total of 537 respondents were recruited through an online survey. The results reveal that there is a discrepancy between consumers' pro-environmental beliefs and their actual behavior throughout the consumption cycle, and that barriers to purchasing and disposing of products in an environmentally friendly way vary across product categories. Price is a more significant obstacle for sustainable food purchases, while habitual behaviors more strongly hinder green practices in mobile phone use. Clothing falls in between, with mixed influences from both price and habits. By recognizing the barriers associated with different product types, policymakers and marketers can design more effective interventions to encourage green consumer behavior.