Environmental sustainability adoption

Double degree

Environmentally sustainable businesses and products are necessary to deal with increasing environmental problems. In order to market this category, the drivers for adoption need to be investigated. Current research has not yet focused on the consumer perspective for sustainability adoption. This study fills this gap with the application of the Theory of Planned Behaviour onto the context of environmental sustainability. A web-based self-administered survey amongst 257 respondents is used to test a total of eight hypotheses on intention to adopt and adoption. Environmental concern, previous purchase behaviour, willingness to pay more and perceived convenience are found to be the main drivers for sustainability adoption. Results further indicate that environmental knowledge, social pressure and herd behaviour are not found to be significant contributors to intention to adopt environmental sustainability. Scientific contributions and managerial implications are discussed, followed by the limitations and recommendations for future research.