How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework

Abstract

Highlighting the important role of marketing in encouraging sustainable consumption, the current research presents a review of the academic literature from marketing and behavioral science that examines the most effective ways to shift consumer behaviors to be more sustainable. In the process of the review, the authors develop a comprehensive framework for conceptualizing and encouraging sustainable consumer behavior change. The framework is represented by the acronym SHIFT, and it proposes that consumers are more inclined to engage in pro-environmental behaviors when the message or context leverages the following psychological factors: Social influence, Habit formation, Individual self, Feelings and cognition, and Tangibility. The authors also identify five broad challenges to encouraging sustainable behaviors and use these to develop novel theoretical propositions and directions for future research. Finally, the authors outline how practitioners aiming to encourage sustainable consumer behaviors can use this framework.

Determinants of Adopting a Zero Waste Consumer Lifestyle

“…Also, other covariates can be included in this study to outline better the ZW adoption behavior patterns. In several studies, the perceived behavioral control or convenience issues (Liobikienė et al, 2016;White et al, 2019) are found to be important predictors of the environmentally friendly behavior.…”

“…Therefore, in completion of the subjective norm, meaning following others, the personal norm could also be investigated as a possible predictor of the ZW lifestyle adoption. Personal norm is an important individual difference that reflects the sense of personal obligation towards self-standards (White et al, 2019). It has been found that a stronger personal norm increases the attention to the environmental friendliness of packaging during the buying decision process (Thøgersen, 1999).…”

Advancing Sustainable Consumption in Korea and Japan—From Re-Orientation of Consumer Behavior to Civic Actions

“…Although sustainable consumption has been the main focus, problems have also been identified relating to sustainable consumer behavior in academic and practical fields. First, consumers often do not subsequently display sustainable actions in spite of their favorable attitudes toward environmental impact [19]. This discrepancy between what consumers say (intention) and do (practical behavior) is arguably the biggest challenge for public policy makers and companies to promote environmentally friendly consumption [20].…”

“Throwaway” consumption in a consumerist society: Evidence from a developing country

“…This trend has since changed to some extent, and scholars have been paying attention to the wider society, such as the influence of macrosocial values on sustainable consumption (Kilbourne et al, 2002;Kilbourne et al, 2009;Mittelstaedt, Shultz, Kilbourne, & Peterson, 2014) and systemic elements that render sustainable consumption choices difficult for individuals (Little, Lee, & Nair, 2019;Scheurenbrand, Parsons, Cappellini, & Patterson, 2018). However, there still appears to be a strong emphasis on individuals' attitudes and practices in research on unsustainable consumption in general (e.g., Dholakia, Jung, & Chowdhry, 2018;Guillard, 2018;Kristin & Weaver, 2018;Kropfeld, Nepomuceno, & Dantas, 2018;Lim, 2017;White, Habib, & Hardisty, 2019) and throwaway consumption in particular (e.g., Cox et al, 2013;Edbring, Lehner, & Mont, 2016;Lang & Armstrong, 2018;Weelden, Mugge, & Bakker, 2016;Wilhelm et al, 2011).…”