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October 1, 2025SAGE OpenOpen Access

Navigating Sustainability: The Role of Consumer Psychology in Shaping Sustainable Behavior

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Authors

EEEbru EnginkayaMSMunise Hayrun SağlamTechnical University of Civil Engineering of Bucharest

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Overview

Mixed methods research reveals frameworks in consumer psychology affect sustainable behavior in Generation Y, suggesting interventions can enhance environmental actions.

Key Points

  • This research aims to explore how consumer psychology influences sustainable behavior in Generation Y.
  • Used an explanatory-sequential mixed-methods design with survey data from 410 Generation Y consumers.
  • Conducted 12 in-depth interviews to investigate psychological levers influencing behavior.
  • Developed a conceptual framework integrating various psychological theories.
  • Confirmed that Environmental Concern significantly predicts Sustainable Behavior.
  • Found that Consumer Guilt and Ascription of Responsibility enhance Perceived Consumer Effectiveness.
  • Identified key themes that reshape understanding of the psychology behind sustainable consumption.

Cite This Study

Enginkaya et al. (2025) studied this question.

synapsesocial.com/papers/69254f97c0ce034ddc359dc4https://doi.org/10.1177/21582440251376481
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