Sustainable Consumer Behaviour

Climate change is widely acknowledged as a significant threat, with scientists and policymakers
increasingly recognizing it as an issue tied to consumer behavior. The choices individuals make—what
they consume, how they consume it, and in what quantities—have a direct impact on the environment.
Sustainable consumer behavior seeks to meet current needs while minimizing environmental harm or
even providing environmental benefits. Understanding this behavior is crucial for shifting societal
approaches to environmental challenges. This article reviews and organizes research from the past two
decades, focusing on the psychological factors influencing sustainable consumer behavior. It highlights
four key areas of study that have shaped research efforts: (a) cognitive barriers, (b) individual identity, (c)
social influences, and (d) characteristics of products. The goal is to offer a useful framework that
encourages further exploration in the field of sustainable consumer behavior.