Sustainable Consumption: Driven By Purpose, Redirected By Emotions, Compromised By Income

This research focuses on sustainable consumption decisions made by consumers, and seeks to identify differences across social boundaries that may have geopolitical implications. The overarching objective is to understand how enduring values and context-induced emotions influence decision consistency and persistence. The investigation contrasts samples from Colombia and the US as distinct social environments, and will query consumers in each social milieu across socio-economic levels. Affluent consumers in both settings are used as a benchmark for identifying salient differences among low income consumers. Understanding these differences contributes to the development of plausible interventions that would help make consumption decisions, be they done by affluent or poor consumers, more economically, socially, and ecologically sustainable, and salutary to long term well-being. Increased sustainability and improved well-being are both important global objectives in contemporary consumer research. Under the well-being umbrella, the project touches on two topic areas identified by Transformative Consumer Research: reduction of social and ecological degradation and disadvantaged (vulnerable) consumers.

Citation:

Beatriz Pereira, Jose A. Rosa, and Carlos Andres Trujillo V. (2017) ,"Sustainable Consumption: Driven By Purpose, Redirected By Emotions, Compromised By Income", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 11-16.