Social Media and Sustainable Behavior: A Decision Making Framework Using Interpretive Structural Modeling(ism)

Abstract

The growing population and consumer income have led to more consumption activity globally. The increased consumption requires further extraction of resources and pressure on existing resources. The damage effects are reflected in global warming, environmental pollution, and decreased flora fauna. In addition, human activities are perennially damaging the environment. High resource extraction and consumption activity require a more prudent use of resources and product choices. This study attempts to identify and prioritize the potential drivers for sustainable consumption through the Interpretive Structural Modeling (ISM) approach. ISM helps to obtain qualitative data instead of quantifiable factors resulting from modeling. Thirteen drivers of sustainable consumption were finalized after extensive literature review and expert’s consultation. Thirty respondents were sampled to collect data. The relationship between drivers was further established. Incentives, Labeling and Values Norms were the most important drivers of sustainable consumption. The study's findings would help policymakers to develop strategies to promote sustainable consumer practices among millennials. Adopting sustainable consumption would promote green consumption, improve the environment and save valuable resources.

Sustainable Consumption: Conceptualization and Characterization of the Complexity of “Being” a Sustainable Consumer—A Systematic Review of the Scientific Literature

“…Legislative pressure implies public provisions that favor SC; for example, subsidies and incentives, such as money or tax reduction, provide economic benefits that represent a greater tendency to sustainable product choices [110][111][112]. Within this scope, the need to remove or reduce subsidies to non-sustainable products is also pointed out [51]; taxation of non-sustainable products is also an effective way to influence consumer choices [51,[110][111][112], especially when the financial benefit is significant for the user. Finally, laws and regulations, with special emphasis on production, provide public provisions focused on resource optimization and waste reduction [110,111].…”

“…Within this scope, the need to remove or reduce subsidies to non-sustainable products is also pointed out [51]; taxation of non-sustainable products is also an effective way to influence consumer choices [51,[110][111][112], especially when the financial benefit is significant for the user. Finally, laws and regulations, with special emphasis on production, provide public provisions focused on resource optimization and waste reduction [110,111]. For example, the proposed legislation that provides the "right to repair" includes how the producer entity must facilitate and support the repair of the product from its design, in addition to offering the necessary tools for this purpose, considering that without the intervention of the supplier, the repair would be financially unviable [70].…”

“…On the other hand, education is an approach whose importance encompasses sustainable development as a whole, highlighting its greater incidence when applied from an early age [114]; it implies the provision of transparent information for the predilection of SC [51], and the environmental awareness of the consumer [110,112]. This involves the government should force companies to openly report their practices, processes, and values, ensuring that these promote sustainability [110,112].…”

“…On the other hand, education is an approach whose importance encompasses sustainable development as a whole, highlighting its greater incidence when applied from an early age [114]; it implies the provision of transparent information for the predilection of SC [51], and the environmental awareness of the consumer [110,112]. This involves the government should force companies to openly report their practices, processes, and values, ensuring that these promote sustainability [110,112]. At the same time, it should promote responsible labeling, considering that consumers favor products that show both their social and environmental commitment, which supports ecological education and favors the decision to buy sustainably.…”

“…At the same time, it should promote responsible labeling, considering that consumers favor products that show both their social and environmental commitment, which supports ecological education and favors the decision to buy sustainably. In general, the public entity should require industry to communicate the environmental implications of its products or services [110,112,115], especially in developed countries, where electric utilities and industry are the largest emitters of greenhouse gases [112].…”