Sustainable Consumer Behavior ? development, models and theories (state of the art)
Sprache des Titels:
The aim of this master thesis was to understand and analyze different theories which explain and also influence sustainable consumer behavior. First, the development of sustainability and sustainable consumption, trends and areas of sustainable consumption was described. Of the various areas five were chosen: products and services, mobility, energy consumption and housing, waste disposal and nutrition. Then five descriptive-theories (Rational Choice Theory, Low-cost Hypothesis, Theory of Planned Behavior, Needs-Opportunities-Abilities-Model and Norm Activation Model) and two intervention-oriented theories (Lifestyle approach/Sinus-Milieus, Alliances of Motives) were analyzed, concerning their development, the implementation and strengths and weaknesses. Each model was underlined with an example, which was connected to one of the areas of sustainable consumption. Furthermore, the theories and models were viewed regarding their applicability for sustainable consumption, thus if they were often tested empirically in the sustainability field and which sustainability dimension these theories consider.