Inconsistency between subjective propensity and practice of sustainable consumption: Impact of the consumers' values-in-behavior and social participation

This study examined the gap between the consumers' subjective propensity to engage in sustainable consumption and their actual behavior to develop an understanding of the consumers' practical contribution to sustainable development. This study examined the gaps between the consumers' subjective propensity to hold sustainable consumption attitudes or beliefs and their practical behavior by focusing on the value consumers assign to sustainable consumption while engaging in such behavior. Additionally, the effects of the consumers' social relationships and civic participation on sustainable consumption and the propensity-behavior gap were investigated. Survey data were collected by a professional market research organization from 422 panel consumers. The results indicate that functional value influences actual behavior, while subjective propensity is affected by emotional and altruistic values, as well as by functional value. Bridging social capital negatively affects actual practice of sustainable consumption, whereas the consumers' civic roles have the opposite effect. Finally, the gap between propensity and actual behavior is more likely to occur when consumers are led by emotional and altruistic values of sustainable consumption.