Self-Related and Society-Related Benefits in (Pseudo-) Sustainable Consumption. : A Multi-Perspective Approach
This dissertation investigates consumers’ motivations, behaviors and responses to various stimuli in a specific context: sustainable business models, that provide both, self-related and society-related benefits and can potentially induce pseudo-sustainable consumption. It further exploits the diverging influences of identity-related concepts on consumer behavior in this consumption context. Hence, this doctoral dissertation also sheds light on detrimental effects. It aims to inspire academics to further explore sustainable business models that provide self-related benefits and society-related benefits with the ultimate goal of enabling a genuinely sustainable society, while avoiding the promotion of pseudo-sustainable consumption habits. Future research agendas are proposed to circumvent possible drawbacks of win-win situations in human behavior. This thesis seeks to provide practitioners, politicians, and non-governmental organizations with concrete implications on how to promote such business models without evoking negative environmental consequences across multiple consumption decisions. Ultimately, this research emphasizes the need for practitioners and researchers to shift perspective from evaluating individual consumption choices to examining aggregated consumption patterns in order to effectively cultivate a sustainable future.
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