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Sustainable consumer behaviour
Sustainable consumer behaviour is consumers’ behaviors that improve social and environmental performance as well as meet their needs. It studies why and how consumers do or do not incorporate sustainability issues into their consumption behaviour. Also, it studies what products consumers do or do not buy, how they use them and what they do with them afterwards.〔Belz, Frank-Martin & Peattie, Ken (2009) Sustainability Marketing: A Global Perspective. John Wiley & Sons, 73〕 One mechanism to spread information about sustainable consumer behaviour is Proconsumer Word of Mouth.
From a conventional marketing perspective, consumer behaviour has focused largely on the purchase stage of the total consumption process. This is because it is the actual point at which a contract is made between the buyer and seller, money is paid and the ownership of products transfers to the consumer. Yet from a social and environmental perspective, consumer behaviour needs to be understood as a whole since a product affects all stages of a consumption process.
==Total Consumption Process〔Belz, Frank-Martin & Peattie, Ken (2009) Sustainability Marketing: A Global Perspective. John Wiley & Sons, 74〕==
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