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The Sustainability-Age Dilemma: A Theory of (Un)Planned Behaviour via Influencers Journal
Örebro University, Örebro University School of Business. (CEROC)
Mälardalen University, Västerås, Sweden.ORCID iD: 0000-0002-7438-2764
(English)In: Journal of Consumer Behaviour, ISSN 1472-0817, E-ISSN 1479-1838Article in journal (Refereed) Accepted
Abstract [en]

This study investigates the relation between age and sustainability awareness for consumers via the third, mediating variable of influencers. It aims to increase understanding of the role of influencers in increasing sustainability awareness for millennials, reducing the intention-purchase gap. A structural model with the three constructs of age, influencers and sustainability awareness is tested with LISREL on a sample of 788 consumers, complemented with focus groups and interviews to generate deeper insight into the model’s constructs. The results demonstrate a relationship between age and sustainability awareness, as well as between the importance of influencers for increased sustainability awareness in younger consumers. Sustainability awareness levels are affected by consumers’ age and influencers can play a mediating role in assuming greater sustainable consumption for millennials. Practitioners must work with influencers perceived as trustworthy to increase sustainability awareness for millennials as the consumer group with the most purchasing power. This will lead to long-term competitive advantage especially if brand loyalty can be administered. Consumers exerting their purchasing power to achiever a healthier, more sustainable planet is fundamental to the sustainability paradigm. The contribution lies in the fairly large number survey participants, and the fact that many age groups are represented. Further, as the methodology applies a mixed approach, it is relatively unique within the ethical consumerism literature.

Keyword [en]
ethical consumerism, sustainability awareness, influencers, millennials, sustainable consumerism.
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:oru:diva-61962DOI: 10.1002/cb.1693OAI: oai:DiVA.org:oru-61962DiVA: diva2:1152937
Available from: 2017-10-26 Created: 2017-10-26 Last updated: 2017-10-27Bibliographically approved

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Johnstone, Leanne

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