THE ADOPTION OF SUSTAINABLE CONSUMPTION THROUGH THE LENS OF BEHAVIORAL THEORIES
DOI:
https://doi.org/10.51923/repae.v11i1.391Palavras-chave:
Sustainability, Consumer Behavior, sustainable consumptionResumo
This paper investigates the role of consumer behavior theories in promoting sustainable consumption. It highlights the impact of unsustainable consumption patterns on the environment and the critical role consumers play in driving change. The research conducts a systematic literature review, analyzing prominent theories such as the Theory of Planned Behavior, Self-Determination Theory, and the Model of Goal-Directed Behavior, to understand the drivers and barriers to sustainable consumption. Key obstacles, including the attitude-behavior gap, knowledge deficits, and accessibility issues, are explored. The paper also proposes solutions, emphasizing education, demarketing strategies, and interdisciplinary collaboration to overcome these challenges and foster sustainable behaviors.
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Copyright (c) 2025 Fernanda Vieira, Jose Mauro Gonçalves Nunes, Isabela Camara Biciati Moreira (Autor)
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