Understanding Sustainable Decision-Making of Young Consumers

Silke Speidel, University of Leipzig, Germany
Andre Marchand, Bauhaus-University of Weimar, Germany
The competence of making consumption decisions that take into account environmental, social and economic dimensions of sustainability is of increasing importance. Using a grounded theory approach, interviews with young consumers were analyzed to clarify how the different and sometimes even conflicting aspects of sustainable decisions influence each other. Preliminary results indicate that young consumers seem to be willing to consume sustainably as long as they do not perceive this as cutting back the standard of living to which they are accustomed. When their attitudes would possibly conflict with their preferred actions, they display different ways of escaping the decision situation.
[ to cite ]:
Silke Speidel and Andre Marchand (2011) ,"Understanding Sustainable Decision-Making of Young Consumers", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 778-779.