A systemic view of sustainable consumption behaviour in the context of disruption

Abstract

The purpose of this paper is to provide a holistic exploration of sustainable consumption behaviour in the aftermath of a major disruption. Using Rasch Modelling, a hierarchy of sustainable consumption behaviours post-disruption was constructed (n=1005), consumers were grouped along the hierarchy based on the extent of their sustainable behaviour, and pre- and post-disruption behaviours were compared. The results indicate that consumer groups high in sustainable consumption behaviours further increased these behaviours post-disruption, whereas those with low sustainable consumption behaviours did not change. Our research finds that factors influencing sustainable consumption behaviour are complex and an external disruption did not lead to substantial behavioural change over time. The study makes an original contribution to theory by extending understanding of sustainability from a holistic perspective through the examination of a broad range of behaviours and multiple characteristics. Practically, the research is relevant for policy makers and those seeking to encourage sustainable behaviours.