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This paper contributes to the literature on sustainable consumption by in-depth analysis of the factors affecting the probability of 57 different practices of proenvironmental behavior (PEBs) in Russia. The set of studied PEBs includes not only popular energy-saving and waste-management practices but also more circular patterns of plastic consumption, shopping, and city mobility. To study real and potential barriers to greening consumer behavior models, we conducted a survey of 623 respondents using a questionnaire developed based on a comparative analysis of similar studies conducted in other countries. The processing of the survey results was carried out using nonparametric statistics due to the absence of a normal distribution of the sample for most of the studied characteristics. The results of the study revealed that the main barriers to sustainable consumption in Russia are the lack of appropriate infrastructure as well as a lack of knowledge. Infrastructural barriers in some situations makes sustainable consumer behavior impossible or inconvenient (in this case, preference is given to other types of consumption), or in some cases necessitates spending additional time and money (then sustainable consumer behavior is not completely denied but practiced less often).
Ратнер et al. (Wed,) studied this question.