Determinants of Adopting a Zero Waste Consumer Lifestyle

Abstract

As of 2019, Euromonitor International predicted that one of the most emerging consumer trends would be the aspiration and acting for a plastic-free world. The concept of Zero waste has been widely discussed in production technology and waste management literature, however, in recent years environmentally conscious consumers also decided to get more involved in concrete -and sometimes radical -waste reduction actions, even lifestyle changes. These initiatives were also supported by the authorities by banning certain single-use plastic items in the European Union by 2021. Media and social media personalities also have thematized the waste pollution problem and have brought closer to the population the principles of zero waste lifestyle. While the environmentally conscious consumer behavior has been researched widely before, the diffusion of zero waste principles at household level has not been in the researchers' focus. The present study aims to conceptualize and then identify the dimensions and the determinants of a zero waste consumer lifestyle. Questionnaire-based research has been delivered on a sample of 378 people active in zero waste social media groups in Hungary. Our results reveal that the waste reduction initiatives are the most important components of the zero waste behavior; however, dimensions of reusing and recycling products, packages or waste are also identified. The zero waste consumer is driven by altruistic motivations, is nonconformist, guided by his own values and convictions, shows positive attitude towards zero wasters' efforts, follows social media influencers' videos in zero waste matters and is active in social media groups.

Social Media Goes Green—The Impact of Social Media on Green Cosmetics Purchase Motivation and Intention

“…The TPB model is widely used to investigate the intention to purchase green products [25][26][27]; organic food [27][28][29], recycling behavior [30] and zero waste lifestyle adoption [31]. As specified earlier, the TPB is broadly used to examine the intention to buy green products, including the cosmetics market.…”

“…Social media was found to be a critical success factor to promote responsible entrepreneurship (e.g., CSR reporting) by SMEs for stakeholders [64]. Consumers' social media activity positively influences pro-environmental behaviors such as reducing, reusing and recycling wasteful materials [31]. Consumers are more likely to trust green brands through frequent and positive experiences published on social media [65].…”

Determinants of Zero Waste Lifestyle Adoption Among Generation-Z

“…Determinants of Zero Waste… 372 health." [4]. Zero Waste principles contribute to the circular economy [5], [6].…”

“…In this study, zero waste lifestyle is measured by applying 3R theory (Reduce, Reuse, and Recycle). Several studies use 3R principles as the dimensions of waste management or zero waste lifestyle [4], [15], [16]. The Reduction principle is defined as minimizing the amount of waste through reducing consumption and waste avoidance [4], [5].…”

“…Several studies use 3R principles as the dimensions of waste management or zero waste lifestyle [4], [15], [16]. The Reduction principle is defined as minimizing the amount of waste through reducing consumption and waste avoidance [4], [5]. The Reuse principle refers to using again a product or a component/material of the product according to the original purpose (European Parliament 2008 in [4]).…”