While consumer awareness and perceived importance of sustainability issues has increased, a gap exists between consumers' attitudes towards sustainability and their actual consumption behavior. This discrepancy is among the most important challenges for academics and practitioners aiming to promote sustainable consumption. In this project, this discrepancy is addressed by generating new theoretical insights on consumers' conflicting reactions to sustainable consumption. The project is based on an extensive, systematic literature review, focus group interviews, online and field experiments, and laboratory experiments complemented with eye tracking. The research is conducted at LUT School of Business and Management. The project creates novel insights on consumers' conflicting reactions to sustainable consumption, and consequently promotes sustainable consumption, ultimately leading to a more sustainable society.

2021

2024