Sustainable Consumer Behaviours through Comparisons of Developed
and Developing Nations
RAHUL MAHADEVA1, ELMIRA NAGHI GANJI1, SATYA SHAH2,
1School of Mechanical Engineering, Coventry University
2Engineering Operations Management, Royal Holloway University of London
UNITED KINGDOM
Abstract: - Sustainable consumption is crucial for mitigating environmental harm and combating climate change.
This study examines sustainable consumer behaviour in developed and developing countries, aiming to identify
drivers and barriers to responsible consumption patterns. Using qualitative data analysis, we explore factors
influencing consumer attitudes and behaviours. Adopting an exploratory approach, we employ interpretivist
philosophy and thematic analysis. Through case study methodology and secondary data sources, we analyse
drivers, attitudes, and barriers to sustainable consumption. The study findings indicate that consumers in both
developed and developing countries exhibit a keen interest in embracing sustainable consumption to contribute
to environmental preservation. Corporate social responsibility towards sustainability influences consumer
purchasing decisions, highlighting the importance of green initiatives within companies. Recommendations
include implementing Green Fund Schemes at the governmental level and sustainability audits within
corporations to promote and sustain sustainability efforts. Collaborative endeavours among consumers,
corporations, and authorities are essential for promoting sustainability and safeguarding the environment.
Key-Words: - Sustainability, Consumer Behaviour, Corporate Social Responsibility, Sustainable Consumption
Received: February 22, 2023. Revised: March 9, 2024. Accepted: April 15, 2024. Published: May 8, 2024.
1 Introduction
[1] has observed that sustainable consumption is a
responsible strategy adopted by individuals as part of
promoting an environmentally friendly development
process. Sustainable consumption though it sounds
compelling, is very tough since it needs extra
prioritisation to make it green and sustainable. As
part of sustainable consumption, there are various
factors and components which include geographic
differences, economy, individual tastes,
environmental challenges, and sustainability options.
On the other hand, it was demonstrated that features
and characteristics of sustainable consumption and
associated patterns differ by the changes taking place
in the borders [2]. The process mainly includes
geographical areas, cultural differences, priorities of
individuals, infrastructures available in a country
setting and more. However, it was added that
environmental challenges that are apparent in the
frame make the adoption of sustainable consumption
difficult to a certain extent [3]. At the same time, it
was noted that there are certain sets of patterns which
are different in both developed countries and
developing countries in terms of promoting
sustainable consumption [4]. In a country where
people are continuously exposed to environmental
issues, there a higher chance that people are inclined
to more sustainable alternatives [5]. For instance, the
rain harvesting system of developing countries like
India is a good example. On the other hand, the
geographic features of Japan make its citizens more
aware of the land and work on environmentally
sustainable products and services. These countries
vary in terms of features and exposure to sustainable
adoption. Similarly, It was pointed out that the carbon
footprint created by the industries and associated
distributing centres in the United Kingdom is
extremely cautious about making environmentally
friendly and sustainable techniques and strategies to
market the products and services in taking into
consideration the requirements of the UK citizens [6].
Taking these factors into notice, consumer
behaviours of developed countries and developing
countries vary in accordance with cultural
differences, geographical settings, environmental
characteristics, economic conditions, expectations of
the society and more [7]. Hence, sustainable
consumption can be advanced with the advancement
in knowledge gained by the individual. The
sustainable alternatives and approaches of the
individual play a crucial role in advancing a country
from developing to developing. The advanced
technology of the developed country can influence
the consumers to get access to diverse sustainable
concepts which can help in meeting the common
goals of the country in managing the environmental
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challenges effectively with mitigatory steps [7]. The
key research aims to explore and understand
sustainable consumer behaviours in developing
countries and developed countries, identifying the
drivers and barriers to responsible consumption
patterns in these diverse contexts. Based on the
research aim and direction of the research, the
authors identified the following key research
objectives of this research.
1. To examine the current sustainable consumer
behaviours in selected developing countries and
developed countries.
2. To identify the key drivers influencing sustainable
consumption patterns in the respective contexts.
3. To explore the cultural, economic, and societal
factors impacting consumer attitudes towards
sustainability in developing and developed
countries.
4. To analyse the barriers hindering the adoption of
sustainable practices among consumers in both
settings.
5. To propose recommendations for policymakers
and businesses to promote responsible
consumption and sustainability initiatives in
developing and developed countries.
The key question that research aims to fulfil:
How do sustainable consumer behaviours differ
between developing countries and developed
countries, and what are the key factors influencing
these differences?
2 Literature Studies
The scrutiny of existing literature outcomes
supported the researcher to gather enough knowledge
on the sustainable consumer behaviour of
individuals. The research outcomes from the existing
literature are useful for understanding the key
concepts and variables analysed through the present
research. The literature outcomes provided
knowledge on the drivers of sustainable consumption
patterns, the benefits of sustainable consumption, and
the challenges of barriers to adopting sustainable
consumption patterns. Apart from this, the literature
also provided information on the factors affecting
consumer attitudes towards sustainable consumption.
Meanwhile, the existing literature is silent on the
comparison between the sustainable consumption
behaviour of consumers in developing and developed
countries. Likewise, the literature is not enough to
gather the factors driving the sustainable
consumption patterns of individuals in developing
and developed countries. Moreover, the outcomes on
the benefits of sustainable consumption, the social
economic, and cultural factors affecting sustainable
consumption, and barriers to adopting sustainable
consumption can strengthen the existing literature.
The outcome of the study is useful for policymakers
to frame appropriate strategies to promote sustainable
consumption.
The literature review presents the current and
existing literature through articles and case studies on
the ley concepts and variables analysed through the
study. The section begins with introducing key
concepts such as consumer buying behaviour, eco-
friendly consumer behaviour, corporate social
responsibility, and sustainable consumption. Further,
the key variables such as drivers of sustainable
consumption patterns, benefits of sustainable
consumption, and the factors affecting the consumer
attitude towards sustainable consumption are also
discussed. Review also contains the barriers to the
adoption of sustainable buying behaviour and the
strategies to promote responsible consumption.
Finally, the research gap identified from the scrutiny
of the existing literature and a conceptual framework
demonstrating the key variables analysed through the
study are also presented.
2.1 Consumer Buying Behaviour
Consumer behaviour is an activity or process in
which a person selects, uses, and evaluates whether
the product or service meets their needs and wants.
Consumer behaviour refers to consumers allocating
their income between various goods and services to
maximise their welfare by satisfying needs [8].
Numerous factors affect consumer buying behaviour
such as income, taste and preferences, educational
level, age, quality, and price of goods. The consumers
always try to prefer goods and services to achieve
maximum use and thereby satisfaction. The
consumption expenditure of a consumer is correlated
with the income level.
Figure 1. Consumer Buying Behaviour Process [9]
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The fundamental reason behind understanding
consumer buying behaviour is that providing
maximum satisfaction to customers is essential to
achieving business goals [10]. The goal of consumer
behaviour is to attain the highest possible satisfaction
and achieve the highest level of prosperity by
meeting the needs and wants. The factors affecting
consumer buying behaviour are categorised as
objective and subjective [11]. In addition to income,
consumer buying is driven by other factors such as
social economic factors, wealth, and interest rates. It
was suggested that the factors affecting consumer
buying behaviour as internal and external factors
[12]. The internal factors include culture, subculture,
social status, demographics, family, and marketing
activities. Internal factors include learning,
perception, motivation, memory, personality,
emotion, and attitudes. Consumer purchasing
activities start from the recognition of need by a
consumer [12]. Further, the author searched for
available alternatives to satisfy his needs. Then the
alternatives are evaluated to make purchase
decisions. Finally, the consumption experience is
evaluated, and the feedback is used for further
decision-making. In the digitalisation era, consumer
behaviour is influenced by factors such as
convenience, trust, privacy, and security [12].
2.2 Eco-friendly Products
Eco-friendly products are the type of products that
minimise environmental harm. Nowadays,
consumers and producers are concerned about
minimising the environmental burden during the
consumption and production of products. The
consumer perceptions towards environmentally
friendly products in the market are [13]. The
consumer buying behaviour in the case of eco-
friendly products must be analysed to know whether
the consumers prefer or not prefer such products.
Eco-friendly products do not pollute the environment
once they are used. For example, cups of coffee,
plastic wrappers, cake wraps, foodstuffs, pouches,
electronic products, and others. Awareness of the
availability of eco- friendly through green marketing
efforts is significant in influencing consumer buying
behaviour towards environmental products. The
preference for a proto-type theory were introduced
which can be related to the selection of eco-friendly
products by the consumers [14]. As per preference
for prototype theory when an object is more
prototypical it will be aesthetically preferred. Eco-
friendly products involve the consideration of the
environment and ecology in various processes such
as packaging, product labelling, use, and disposal. It
was argued that the complex trade-offs among
economic, social, political, and technological factors
are demanded in producing and consuming eco-
friendly products [15]. The quality of eco-friendly
products is challenging as the consumer knowledge
and trust on what extent the product is safe for the
environment cannot be easily attained. There are
chances of generating negative feelings among the
consumers as they think the product is inferior quality
because of being eco-friendly. Moreover, the
consumers may feel that the product is not green and
are not able to satisfy their needs. These challenges
need to be overcome by the companies to become
successful by introducing environmental products in
the market. The long-run interest of society in the
trust in organic products safer, energy efficient, and
cost less to run are still contributing to the success of
eco- friendly products [15].
2.3 Corporate Social Responsibility
Corporate social responsibility is a concept that has
gained prominence in the process of business
reporting. Every organisation has its own policy
concerning its social responsibilities and is required
to produce a report annually demonstrating the
activities. Every business organisation is required to
be socially responsible and committed to the society
and environment it operates. A comprehensive
definition of corporate social responsibility as the
relationship between a business organisation and
individual citizens, global corporations, and
governments was provided [16]. The definition
clearly demonstrates the relationship between
business organisations and the local society in which
they reside and operate. Another definition of
corporate social responsibility is concerned with
demonstrating the relationship between a business
organisation and its stakeholders.
Figure 2. Carroll's CSR Pyramid [17]
CSR is remarked as a fundamental concept where the
business organisation integrates their environmental
and social commitments in their operations and
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interacts with their stakeholders on a voluntary basis
[18]. The key principles of CSR can be used to
comprise all CSR activities of a corporation. The
principles are related to sustainability, accountability,
and transparency. The principle of sustainability is
concerned with the impact of business actions on the
environment and the importance of considering the
future while making decisions and actions in the
present. The sustainability principle is significant as
the resources utilised in the present, are no longer
useful for the future as the resources are finite in
quantity [17]. The principle of accountability is
concerned with the responsibility of corporations for
the impact of their actions on the external
environment. The principle of accountability implies
the quantification of the effects of actions on the
environment. Moreover, the principle implies the
need for reporting the impact of business actions on
the environment. Therefore, the principle of
accountability necessitates the formulation of
appropriate measures for environmental performance
and the need for reporting the actions. Finally, the
principle of transparency implies the need to be
transparent with the internal and external
stakeholders while making decisions on CSR
measures and activities [19].
2.4 Sustainable Consumption
Sustainable consumption is termed as the pattern of
reducing the consumption of natural resources and
changing consumption and lifestyle into
environmentally friendly to meet the present needs
and aspirations of the coming generations [20].
Sustainable consumption is the pattern of purchasing
more environmentally friendly products to reduce
harm. Sustainable consumption is a broad concept
that includes meeting the needs of sustainable
consumers, improving quality of life, enhancing the
efficiency of resources, minimising waste, and
encouraging the use of renewable resources.
Sustainable consumption behaviours are classified
into sustainable purchasing, habitual usage, and
recycling [20].
Environmental issues have become more common
and important in the last few years. Nowadays,
consumers are putting more importance on
environmental sustainability and their actions are
intended to reduce environmental harm and therefore
protect the ecology. Consumers are willing to pay
more for sustainable brands and products. Consumers
prefer socially responsible companies and the efforts
of being sustainable attract certain consumer groups
[21]. However, numerous factors affect consumer
choices on sustainability such as standards of living,
income level, awareness of sustainability, and
information on sustainable options. The increasing
concern towards environmental issues in recent years
is the suffering of the environment from a lot of
challenges from overconsumption and emission.
Consumption has been put under the spotlight for
environmental damage and harm. It was argued that
the environmental problems have direct
consequences with the pattern of human consumption
[22]. Overconsumption resulting from rapid
economic growth in developing in developed
countries is the major problem behind environmental
damage. Overcoming the environmental problem in
these countries is not only the concern of the
government but also the responsibility of households
and citizens who are the end users.
2.5 Drivers of Sustainable Consumption
The pattern of sustainable consumption and
behaviour of individuals is driven by numerous
factors such as consumption value, functional values,
social values, emotional values, epistemic values,
environmental concerns, environmental knowledge,
and perceived consumer effectiveness.
Consumption value: Consumption values refer to
the underline motivation or reason behind the
purchasing decision. The degree of fulfilment of
consumer needs is one of the main factors affecting
the sustainable choice of an individual [23]. The
overall assessment of a product by consumers is
always considered their sustainability consciousness.
Assessing the net utility by weighing the benefits of
the product and cost is always done by the consumers
before making the purchase. A sustainable consumer
always prefers eco- friendly products by assessing
the net utility as they provide maximum satisfaction
and consumption value.
Functional value: Functional value refers to the
perceived quality acquired from the functional,
utilitarian, and physical performance of a product.
Nowadays, consumers are more conscious about
sustainability and value-oriented when they make
purchases. The consumers are willing to pay more for
products superior to others and are ready to pay
higher prices for sustainable products that are not
harmful to the society and environment. Authors
have supported consumers interested in the products
of companies that are interested in sustainable
development and socially responsible [24].
Social value: The social value of a product
demonstrates its perceived utility acquired from the
alternative comparison or association with one or
more specific groups. The consumers are ready to
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purchase environmentally friendly products to meet
their desire to obtain certain social value in social
groups. Social or symbolic value is considered
significant for certain consumers to express
themselves in society following their roles [25].
Moreover, the consumers are ready to purchase
environmentally friendly products to portray their
attitude towards the environment.
Emotional value: Emotional value refers to the
perceived utility acquired from an alternative
capacity to arouse affective states of feelings.
Consumers always consider their emotional aspects
towards eco-friendly products when they make
purchases. It was remarked that the consumption of
eco-friendly products can contribute to their
perceived emotional value [26]. The consumers
believe that avoiding the purchase of no eco-friendly
products can demonstrate their consciousness of
environmental perseverance and sustainable
development.
Epistemic value: A product can create epistemic
value it can provide new experiences to the
consumers. The perceived utility acquired from
purchasing a product to arouse curiosity, satisfy a
desire for knowledge, and provide novelty is termed
epistemic value and is considered by consumers
while making purchase decisions [27]. The purchase
of environmental products positively influences the
eagerness of the consumers to gain knowledge about
the product and its usage. The purchase of
environmentally friendly products positively
contributes to the epistemic value perceived by the
consumers.
Conditional value: Conditional value is the utility
acquired from the consumption of a product in a
specific situation or set of circumstances of the
consumers. The conditional value of a product
influences the sustainable buying behaviour of a
consumer as it considers warnings and notices
regarding environmental problems that are relevant.
The consumer perception of environmental
perseverance and product safety influences their
sustainable consumption behaviour [28].
Environmental concern: Environmental concern is
a general attitude of consumers that concerns their
cognitive and affective evaluation of environmental
protection [29]. Environmental concern is considered
one of the significant predictors of sustainable
consumer behaviour and can be classified into four
attitudes such as environmental legislation,
persevering the environment, unemployment and
higher prices, and seriousness of the littering
problem. Individuals who are more concerned about
the environment have more tendency to exhibit
environmentally friendly behaviour which affects
their sustainable consumption patterns. Individuals
with high levels of concern portray their
environmental consciousness while making
consumer behaviour [30].
Perceived consumer effectiveness: perceived
consumer effectiveness is a belief of individuals that
their efforts can make a difference or solution to a
problem. The sustainable consumption behaviour of
an individual is closely related to his perceived
consumer effectiveness as they feel the selection of
eco-friendly products can reduce environmental
harm. [31] revealed the influence of the feeling of
perceived consumer effectiveness on the
environment leading to behavioural changes in the
consumption pattern of certain consumers.
Environmental Knowledge: Environmental
knowledge refers to awareness of environmental
problems and solutions for these problems [32]
propose approaches to evaluate the environmental
knowledge of an individual such as objective and
subjective approaches. Objective knowledge
describes how much an individual knows about
certain environmental issues. However, subjective
knowledge is about how much an individual knows
and thinks about an issue. The degree of
environmental knowledge can be used to distinguish
individuals' sustainable consumption behaviour.
2.6 Benefits of Sustainable Consumption
Sustainable consumption behaviour is essential to
reduce the impact of consumption on the
environment and promote a sustainable feature [33].
Minimising the use of energy, and waste, and
incorporating green materials into the production
process is beneficial for the environment and society.
the sustainable consumption pattern of individuals is
also beneficial for the society and environment.
Reducing carbon emission: Carbon emission is one
of the major contributors to the climate change issue.
In sustainable consumption behaviour, the
consumers can produce carbon emissions and thereby
protect the environment. Promoting the use of a
renewable source of energy and minimising waste
can mitigate the effect of carbon emissions and
thereby climate change [34]. However, the active
participation from the part of manufacturers and
consumers is essential to promote sustainable
consumption and thereby reduce carbon emissions.
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Protecting non-renewable energy: The sustainable
consumption behaviour positively contributes to a
sustainable future by reducing the use of non-
renewable energy sources [35]. Likewise, sustainable
consumption also supports preserving natural
resources such as land, water, and forests. Reducing
waste and efficient use of natural resources can
protect the environment by reducing pollution.
Moreover, non-renewable energy can be preserved
for future generations.
Cost advantages: A sustainable consumption pattern
positively contributes to reducing costs and thereby
increasing revenue. The use of certain organic
materials is cheaper than the other raw materials and
the manufacturers can reduce the total production
cost. Furthermore, the use of energy-efficient
appliances is useful for reducing energy bills. Earlier
studies [36] argued the purchase of locally grown raw
materials for the production process can reduce the
transportation cost and thereby the overall cost of
production.
Promoting social justice: Sustainable consumption
behaviour can promote social justice by reducing
environmental harm, ensuring fair wages, and safe
working conditions for the employees, fair pricing,
and quality products. Sustainable consumption
practices can support building an equitable society by
ensuring justice to various layers of society [37].
supporting socially responsible companies and
prioritising sustainability can ensure social as well as
environmental justice. Moreover, sustainable
consumption practices lead to improved health and
well-being of the citizens. Promoting the use of
organic raw materials in the production of food
products can reduce the risk of certain chronic
deceases such as diabetes, heart diseases, and cancer.
Likewise, avoiding toxic products from the
production process can reduce exposure to harmful
chemicals and thereby air contamination. Thus,
sustainable consumption practices positively
contribute to the overall aspects of the environment
and society. However, [38] argued that the use of
organic materials to avoid the use of toxic raw
materials is costlier for the manufacturers and they
are forced to charge a high price for eco-friendly
products.
2.7 Factors affecting Consumer Attitude toward
Sustainable Consumption
The sustainable consumption behaviour is affected
by various factors. An in-depth understanding of the
factors affecting sustainable consumption is essential
for the success of the marketing activities of the
companies. Studies identified the factors influencing
sustainable consumer behaviour as psychological,
social, cultural, personal, and economic factors [3].
Psychological Factors: Human psychology is one of
the major determinants of consumer buying
behaviour. The psychological factors affecting
consumer buying behaviour are difficult to measure.
However, analysing the psychological factors is
essential as these factors are enough to influence
buying decisions. Authors [39] revealed that
motivation, learning, perception, and attitude as the
important psychological factors contributing to the
sustainable consumption pattern of an individual.
The motivation behind the purchase of a product has
a significant influence on the purchasing decision of
an individual. If they are highly motivated to protect
the environment will prefer eco-friendly products.
Besides, the perception of sustainability and
environmental consciousness can also influence the
sustainable buying behaviour of a consumer [40].
Further, the knowledge of the sustainability and eco-
friendliness of a product induces the customers to
experience the products. Finally, the attitude of the
customers toward sustainability and environmental
protection are also influencing the sustainable buying
behaviour of the consumers.
Social Factors: As social animals, the buying
behaviour of the customers is influenced by the
people around them and the society they live. Studies
[41] remarked human beings tend to imitate the
people living around them. The social factors
influencing the buying behaviour of consumers are
mainly the family, reference group, and their role and
status in society. The family plays an important role
in shaping the sustainable buying behaviour of a
person. A person acquires references from his family
to make decisions on purchases. The sustainable
consumption pattern of the elder members of the
family influences individuals to prefer eco-friendly
products and reduce environmental harm [42].
Likewise, the sustainable buying habits of the
reference groups also induce the person to become
sustainably conscious. The role and status of a person
in society also influence his buying behaviour.
Cultural Factors: The culture of an individual is
associated with a set of values and ideologies
belonging to his community. Culture, values, and
beliefs highly influence buying behaviour and
belongingness to environmentally friendly products
[43]. The cultural factors affecting the sustainable
consumption behaviour of a person are subculture
and social class. The people belonging to different
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geographies, nationality, religion, and caste system
demonstrates different consumer buying behaviour.
The sustainable consumption patterns of individuals
are associated with their nationality and religious
beliefs. Studies also identified the social class of
people based on their education, occupation, family
background, and residence location are influencing
their sustainable buying behaviour [44].
Personal Factors: Personal factors differ from
person to person exhibiting their perception towards
consumer behaviour. Personal factors such as age,
income, and occupation of individuals are major
drivers influencing their sustainable consumption
patterns. The buying behaviour of aged people will
be different from youth. Overconsumption by youth
and teenagers has a significant impact on waste and
carbon emissions and therefore environmental harm
[45]. However, middle-aged people are more
concerned about sustainability and prefer the reuse,
and recycling of products to reduce waste. The
income level of a person determines his purchasing
power and a person with higher disposable income
can spend more on consumption. The higher-income
and middle-income groups can choose eco-friendly
products by paying premium prices [46]. Further, the
occupation of a person also affects his consumption
pattern as individuals tend to buy products that are
appropriate and essential for their profession. Finally,
the lifestyle of a consumer highly influences his
consumption pattern, and individual following a
healthy lifestyle always prefer eco-friendly products
and follows a sustainable consumption pattern.
Economic Factors: The prosperity and economic
status of a country determine the money supply in the
market and the purchasing power of consumers. The
strong economic position of a country provides more
confidence to the citizens to spend more on buying
products [47]. The economic factors such as personal
income, household income, availability of consumer
credit, liquid asset, and savings of an individual
determines whether he can follow a sustainable
consumption pattern. Individuals with a high
personal income, family income, and the possibility
of getting consumer credit can spend more on
consumption. The higher income equips the
individuals to purchase sustainable products by
compromising the price [48]. Moreover, consumers
with more liquid assets can spend more on purchases
and follow sustainable consumption patterns.
However, the savings habit of individuals restricts
them from spending more on purchases and they tend
to prefer cheap products by compromising
environmental harm.
2.8 Barriers to the adoption of Sustainable Buying
Practices
The barriers that restrict an individual from adopting
sustainable consumption and buying practices are
classified into personal norm barriers, subjective
norm barriers, and perceived behaviour control.
Personal norm barriers: Personal norms and
attitudes of consumers negatively influence
sustainable consumer behaviour. The personal norm
barriers include high price barriers and perception of
nonenvironmental impact. Normally, sustainable
products are high priced and reduce the green value
of consumers during the purchase. The high price of
eco-friendly products is one of the critical barriers to
implementing sustainability in consumer behaviour.
Studies argued the high price of eco-friendly
products discourages the consumer from buying such
products [49]. Likewise, the perception of individuals
that their effort is not capable enough to make any
significant changes in the environment restricts
consumers from following sustainable consumption.
Subjective norm barriers: The sustainable choice
of a consumer is highly influenced by the pattern of
consumption of his friends, family members, and
social groups. As per the observation of [50]
consumers always consider the improvements in their
social image while making decisions on purchases.
Normally, consumers are not willing to purchase
sustainable products when the consumption is not
able to boost their image in society. Besides, the lack
of awareness and advertisement of eco-friendly
products also restricts an individual from choosing
such products.
Perceived controlled behavioural barriers: The
perceived controlled behaviour of an individual
indicates his belief on to what extent he can make a
difference in attaining the goals through the purchase
□fa product [51]. The feeling of the inconvenience of
using certain eco-friendly products restricts the
consumers from following sustainable consumption.
Moreover, the unavailability of certain eco-friendly
products during the demand season also affects the
sustainable purchase.
The sustainable consumption of resources is an
economic concept which has supreme importance in
both the developing and the developed countries.
Even though there are numerous studies which have
undergone dealing with customer behaviours the
exact causes and reasons behind these specific factors
in these two developed and developing countries
status is yet to be discovered [52]. The current
literature widely discusses the relevance of
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sustainable consumption rather than approaching
from the deeper level of comprehension of these
concepts from the perspective of the customers in two
different settings developed and developing
countries. Therefore, the research gap in the existing
literature is identified and sorted out in this study by
pointing out the exact triggers and factors which
influence consumer behaviour in these developing
and developed countries [53]. Even though there are
generic studies which deal with general
understandings of consumer behaviour, a focused
study addressing the specific features of consumer
behaviour in both developed and developing
countries was not addressed which makes this study
relevant to delve further into filling the gap in the
literature.
3. Research Framework
The study employed interpretivism philosophy.
Using the interpretivism philosophy, the current
study tried to analyse the factors affecting sustainable
consumer behaviour in developed and developing
countries. Therefore, as a qualitative study, the
interpretivism method helps to explore the hidden
perspectives of a subject. The researcher ignored the
other two approaches positivism and pragmatism
over interpretivism. The interpretivism method is
suitable in this study since the individual experiences
and perspectives are considered to study the cultural
and social aspects while studying consumer
behaviour. Since the study focuses on qualitative
data, methods like positivism and pragmatism are
rejected because of their unsuitability and end in
accepting interpretivism. According to [54]
interpretivism helps to get insights into the personal
experiences of the social, ethical and cultural setting
in a subjective way. Thus, it helps in getting
contextual meaning and good meaning. However,
[55] opined that the subjective nature of
interpretivism brings the chances of bias and
subjective interpretation of the meaning.
This study employed an inductive approach over
a deductive approach since the sustainable consumer
behaviour of the individual could vary in countries,
which helps draw a conclusion from the specific
observation. Besides, the inductive method helped in
deriving new concepts and perspectives from the
situation. The study employed an exploratory
research design over the other two methods. The
study employed exploratory research designs since it
helps in identifying significant concepts, variables,
and patterns that constitute sustainable consumer
behaviour in developed and developing countries. In
addition to this, exploratory research design provides
flexibility to comprehend the research topic deeply
while exploring the significant concepts of
sustainable consumer behaviour [56]. Moreover, the
exploratory research design helps to explore the
various components of sustainable consumer
behaviour in both developed and developing
countries and explore which element makes
consumer behaviour different. The interpretive
nature of the research topic validates the use of the
exploratory research design. However, the limitation
of the exploratory research design is the non-
generalisability of the research findings.
Research strategy is a plan of the study regarding
how to collect information or how to conduct the
research study. The current study used a case study
strategy to meet the research aims and objectives
since the study relies on secondary sources of data.
After collecting reliable and authentic secondary
sources, using recurrent themes and concepts which
are related to the research topic, a case study is
framed from the gathered secondary sources of
information [57]. The characteristics of sustainable
consumer behaviour of individuals and various
related components in developed countries and
developing countries are detailed in this case study.
Since the current study relies on the secondary data
collection method, as well as gives significance to the
qualitative study, a case study strategy is more
suitable than an interview strategy and survey
strategy.
In this study, a secondary method of data
collection is used to understand the factors
contributing to sustainable behaviours in both
developed and developing countries. In addition to
this, [58] added that the secondary data collection
method is cost-effective and provides real and
historical context which helps in gathering
information regarding the research topic. This study
employed the secondary data collection method over
the primary data collection method since it helps in
gathering real-time data which determines consumer
behaviour in both developed and developing
countries. As per the observation of [59], secondary
sources help in saving time and resources from losing
and providing a wide range of historical information.
Further, the secondary data collection method
enables comparative studies considering data from
different sources, regions, or periods, enabling an
effective analysis and understanding of various
factors. Besides, understanding the feasibility of the
study is easier in this method. However, [60] opined
that secondary sources have some limitations since
the data quality cannot be ensured every time.
Further, some secondary sources fail to answer the
research questions.
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Studies argued that data analysis is the process of
analysing the gathered data in terms of meaningful
opinions and thoughts using diverse tools like
thematic analysis, content method, and statistical
methods like SPSS [61]. The nature of the data
analysis used in the research depends on the nature of
the research study. Since the current research topic
discusses consumer behaviour in developed and
developing countries, a qualitative tool like thematic
analysis might be helpful.
Figure 3: Conceptual Framework
Research limitations are the potential shortcomings
or challenges of research that are innate to the
research studies. The research limitations help in
recognising the transparency and scope of the
research. Besides, accepting the research limitations
helps in comprehending the scope and challenges of
the research while conducting the research. The
research limitation is an integral part of the research.
Moreover, understanding the research limitations
helps the reader to interpret the research findings. In
this research study, the data collection method used
is only secondary sources of data and ignored the
primary data collection method. Since the secondary
sources are being chosen sampling methods are
ignored. Even though these research limitations are
not affecting the current study, the research scope can
be increased while conducting research on the same
topic in the future. On the other hand, choosing both
primary and secondary data collection methods might
help in widening the research scope. However, with
time constraints the current study ignored primary
sources of data collection. The conceptual framework
shows the variables analysed through the study. The
drivers of sustainable consumption are consumption
value, functional value, social value, emotional
value, epistemic value, conditional value,
environmental concern, perceived consumer
effectiveness, and environmental knowledge [62].
The benefits of sustainable consumption are
reducing carbon emissions, protecting non-
renewable energy, cost advantages, and social
justice. However, the barriers such as personal norm
barriers, subjective norm barriers, and perceived
control barriers restrict the consumer's adoption of
sustainable consumption. The factors affecting
sustainable buying behaviour are psychological
factors, social factors, cultural factors, personal
factors, and economic factors.
4. Results and Discussions
The research aims to compare the sustainable
consumption behaviour of consumers in developing
and developed countries. The study also analysed the
key drivers of sustainable consumer behaviour in
developing and developed countries and barriers
restricting the consumers from adopting sustainable
consumption. Only qualitative data from the
secondary sources are used for analysing the
objectives. The data are collected from existing
literature and case studies. The researcher followed a
case study strategy for collecting adequate data
needed for the study [63]. A thematic analysis is
followed for analysing the collected data and
deriving findings. Key themes based on the current
sustainable consumer behaviour in developing and
developed countries, factors influencing sustainable
consumption patterns, the impact of cultural, social
and economic factors on consumer attitude towards
sustainability and the barriers hindering the adoption
of sustainable practices in both developed and
developing countries are identified by analysing the
case studies. Further, the themes are cross compared
with the literature outcomes. The findings are
presented with the support of evidence from the case
studies and literature.
4.1 Case study on sustainable consumer behaviour
in developing countries.
The environmental consciousness among the
consumers in the developing countries is increasing
and the consumers are conscious about the social and
environmental issues. The sustainability is becoming
a growing concern for Indian consumers and around
20% of consumers in India are environmentally and
socially conscious. At the same time, they make
purchases and are willing to recycle and reuse the
products. Studies by [64] shows that around 49% of
Indian consumers are health-conscious and making
healthier choices for their families and themselves.
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The factors motivating Indian consumers to choose
sustainable products are their impact on growing
environmental issues and the influence of their
friends and family members. The sustainability
concern among Indian consumers is equally
important across all income age groups. However,
the awareness of sustainability among Indian
consumers is in the early stage and is equally the
same across demographics. Most consumers in India
prefer natural organic and healthy ingredients while
they prefer a brand. The major elements that affect
the sustainability consciousness of Indian consumers
are healthy ingredients, chemical-free, natural,
organic, local sourcing and sustainable packaging.
The major challenge faced by Indian consumers is
the trouble in identifying sustainable products as the
claims of the brands are unclear and not credible [65].
Moreover, the high price of sustainable products
forces Indian consumers to drop their intention to
purchase sustainably.
Figure 4: Awareness on Sustainable Consumption in
China [66]
For the last few decades, China has been facing a
remarkable revolution in its economic growth and the
lifestyle of its citizens. Along with the economic
growth and developments, the country is also
experiencing environmental problems such as
pollution, and climate change. The Chinese
Environmental Policy promotes the concept of
ecological civilisation deeply connected to building a
"beautiful China" [66]. The efforts of the Chinese
government to promote an ecological civilisation
have been successful and resulted in promoting the
concept of sustainable consumption among the
Chinese people. For the past two decades, dramatic
changes have been visible in the consumption pattern
and level of involvement among Chinese citizens to
contribute to protecting the environment. Authors of
[67] claim that Chinese consumers have the biggest
stake in environmental protection and responsible
consumption. The factors contributing to the
sustainable consumption behaviour among Chinese
people are diverse due to the complex, unique, social,
and economic landscapes of the country. Diversity in
education level income, gender, age, place of
residence and exposure to environmental harm
influences the sustainable consumption behaviour of
Chinese people. China is rich in culture and history
and has a decisive impact on the environmental
values and behaviour of the citizens. The major
philosophical tradition that shaped Chinese society
was Daoism, Confucianism, and Buddhism. The
philosophies are blended with Western thought and
traditional values that appear to promote
environmentally friendly standards for the economic
development of the country as manifested in
Western- style consumption. The generations born
after the reforms demonstrate their willingness to
adjust consumption behaviour according to the
environmental crisis [68]. The younger consumers
are more conscious about sustainability and are
considering the environmental impact while making
purchase decisions.
A study conducted by [69] among consumers in
Sri Lanka revealed that terms such as "green",
"sustainable", and "environmentally friendly" are
familiar to most of the consumers in the country. The
Sri Lankan consumers possess favourable opinions
regarding environmental protection, and they
acknowledge they have a role in protecting the
environment. Sri Lankan consumers believe the
consumption pattern has a significant impact on the
environment and they prefer to select green and
environmentally friendly products. Moreover, Sri
Lankan consumers tend to buy more products in
recent years. The green consumption pattern of the
consumers supported the country in reducing the
wastage of resources and promoting the use of
energy-efficient products [70]. Consumers are more
sustainability conscious when they purchase
electronic and food products. The major factors
influencing the sustainable consumption pattern of
Sri Lankan consumers are the impact of media, news,
family members, friends and social media posts.
However, consumers are ready to purchase
sustainable products only when the prices are
reasonable for them. In most cases, consumers are not
aware of whether they are purchasing green products
or not. Only a few consumers are ready to prefer
green products even at a higher price considering the
environmental impact. The health and safety aspects,
low maintenance cost and better quality of green
products are the main factors encouraging the green
consumption pattern among Sri Lankan consumers.
The consumers in developing countries prefer eco-
friendly products by analysing the degree of
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fulfilment of consumer needs and consumption value
[71]. Moreover, the consumer perception of product
safety and environmental impact induces people from
developing countries to follow a sustainable
consumption pattern. The consumers from India, Sri
Lanka, and China are considering the perceived
consumer effectiveness while making their
purchases. The sustainable consumption pattern
supports them in reducing costs by using energy-
efficient sources and locally procured raw materials.
The cultural factors such as values, ideologies and
beliefs are highly influencing consumption patterns
of individuals from developing countries [72].
4.2 Case study on sustainable consumer behaviour
in developed countries
The demand for sustainable goods and services is
increasing in developed countries such as the USA,
France, Australia, and Sweden. As per the Global
Sustainability Study 2022, sustainable goods and
services are becoming important among US
consumers and influence their purchasing decisions.
Around 65% of US consumers are considering
sustainability when they make purchases. The
sentiments towards sustainability have increased
among US consumers for the last decade [73].
Products such as consumer goods, energy or utilities,
construction or homes are the most important
categories considering sustainability when
purchasing by US consumers. While, financial
services, automotive, and travel and tourism products
and services are considered as least significant for
environmental sustainability when making purchase
decisions. The US consumers are willing to pay
premium prices for sustainable goods and services
when it comes to consumer goods and construction
goods. However, they are less likely to pay premium
prices when it comes to energy and utility products
[74]. Both internal and external motivators are
driving the sustainable consumption behaviour of US
consumers. A sense of responsibility towards
environmental protection and fear of environmental
damage are the leading motivators that induce US
consumers to prefer sustainable consumption. The
benefits for future generations also drive the
sustainable purchasing behaviour of US consumers.
The challenges such as insufficient access and
unavailability of sustainable products are faced by
US consumers to adopt a sustainable consumption
pattern. In the case of consumption goods and
transportation services, US consumers are not
considering sustainability factors due to price
inflation and lack of selection in those categories.
The demographic features such as age, gender,
educational level, living area, employment status,
and income level of the US consumers affect their
sustainability consumption behaviour [44]. The
French population is the most concerned group in the
European region on sustainability and the
environment. According to a recent European Social
Survey, consumers in France are rated with the
highest personal responsibility for creating a
sustainable feature. The sustainability consciousness
of French consumers is visible in their purchase
behaviour and consumption [75]. The corporate
social responsibilities of the companies are
considered by French consumers when they prefer a
brand. They have adopted environmentally
responsible consumption and lifestyle habits for the
past few years. The French people are willing to
make changes in their day-to-day behaviour to
protect the environment, and society, thereby
sustainable future. Retail brands in France are more
transparent about the sustainability of their products
as consumers are more likely to purchase sustainable
and ethical products [76].
According to new research, sustainable
consumption behaviour is of growing importance
among Australian consumers. Australian consumers
are willing to pay more for sustainable products
considering the impact on the environment and
society. Moreover, they consider the emotional
aspects of using eco-friendly products while making
purchases. Australian consumers are willing to use
green products to enjoy and experience using new
products [77]. The attitude of consumers to preserve
the environment and responsible consumption
induces Australian consumers to follow sustainable
consumption patterns. Welfare and freedom of
choice for the Swedish people after the Second World
War increased opportunities for consumption and
production at a large scale. The pattern of Swedish
consumption has environmental consequences in the
country. Numerous environmental problems such as
the use of fresh water, greenhouse gas emissions, the
use of non-renewable resources and the release of
environmental toxins resulted in a huge
environmental impact [78]. To overcome these
problems, the government and the authorities
introduced several environmental policies and
imparted awareness among the people on sustainable
consumption. This resulted in converting the
Swedish people to be environmentally conscious and
follow a sustainable consumption pattern. The
Swedish people believe sustainable consumption
patterns will improve the health and well-being of the
citizens. Moreover, sustainable consumption
behaviour can reduce environmental harm and
thereby ensure social justice [79]. The strong
economic status of the country supports the citizens
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to spend more on purchases and follow sustainable
consumption patterns without considering the high
price. The inconvenience of using certain eco-
friendly products and the unavailability of such
products restrict Swedish consumers from following
sustainable consumption.
4.3 Research Findings
Theme 1:
The consumers in both developing and developed
countries are conscious of sustainability while
making purchases. The case study on the sustainable
consumption pattern of developing countries such as
India, China, and Sri Lanka show that consumers are
more conscious about social and environmental
issues while they make purchase decisions.
Sustainability is becoming a growing concern among
consumers in developing countries. The case study of
sustainable consumer behaviour in India shows that
around 20% of consumers are socially and
environmentally conscious. At the same time, they
make purchases and are willing to recycle and reuse
the products. Besides, the evidence from the case
study in China shows the efforts of the Chinese
government to promote ecological civilisation in the
country resulted in promoting sustainable
consumption and ensuring the involvement of
Chinese citizens in protecting the environment [25].
Moreover, Sri Lankan consumers are also
demonstrating favourable opinions regarding
environmental protection, and they believe they have
a role in protecting the environment.
The case study on sustainable consumption
behaviour in developed countries also depicts the
increasing demand for sustainable goods and services
in the countries like USA, Australia, France, and
Sweden. Around 65% of US consumers are
considering sustainability and environmental impact
while they make purchase decisions. In the last
decade, the sentiments towards sustainability have
increased among US consumers. Products such as
consumer goods, construction home appliances and
energy or utilities are consumed by US consumers by
considering the sustainability factors and
environmental impact [30]. The case study also
provided evidence for increasing demand for
sustainable products in France. The sustainability
consciousness of French consumers is clear from
their purchase behaviour and consumption. Likewise,
sustainable consumption is also of growing
importance among Australian consumers, and they
are willing to pay more for sustainable products.
Theme 2:
The key drivers influencing the sustainable
consumption pattern in both developing and
developed countries are the environmental impact of
consumption. The key factor motivating consumers
from developing countries to follow sustainable
consumption is the impact of green consumption on
the growing environmental issues. The case study of
sustainable consumption among Indian consumers
shows that health consciousness influences them to
prefer green products. The influence of their friends
and family members affects the sustainable
consumption behaviour of the citizens of developing
countries. Studies [29], opined environmental
concern is one of the significant factors affecting
sustainable consumption behaviour. The individual
who is more concerned about society and the
environment tend to demonstrate eco-friendly
behaviour and follow a sustainable consumption
pattern. Moreover, sustainable consumption
behaviour is closely associated with perceived
consumer effectiveness as they feel that sustainable
consumption can reduce environmental harm.
The case study of sustainable consumption
patterns in developed countries also revealed that
environmental consciousness is a significant factor
influencing consumers to purchase eco- friendly
products. A sense of responsibility among consumers
towards the protection of the environment and the
fear of environmental damage are the major factors
affecting the sustainable purchasing behaviour of
consumers in developed countries. The consumers
from developed countries are willing to change their
day-to-day routine to protect the environment, and
society, and thereby ensure a sustainable future.
Moreover, the consumers from the developed
countries believe sustainable consumption can
improve their health and well-being. The corporate
social responsibilities of the companies are
considered by the consumers of the developed
countries while they make purchase decisions.
Authors [24] claim that consumers are willing to pay
higher prices for green products as they believe they
can reduce environmental harm thereby protecting
society. The sustainable consumption behaviour of
consumers from developed countries is closely
related to the perceived consumer and is closely
related to the feeling of perceived consumer
effectiveness as eco- friendly products can reduce
environmental harm [31].
Theme 3:
The cultural, economic, and societal factors are
influencing the consumer attitude towards
sustainability in both developing and developed
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countries. The case study of sustainable consumption
behaviour among the Chinese people revealed the
unique and complex, social, and economic landscape
of the country affects their buying behaviour. The
demographic features such as gender, educational
level, age, place of residence and exposure to
environmental harm influence the sustainable
consumption behaviour of the Chinese people [33].
The remarkable revolution in economic growth and
lifestyle of the citizens in developing countries for the
last decade resulted in changing their consumption
patterns and increasing environmental
consciousness. The philosophical traditions of the
developing countries shaped their culture and values
that appear to promote environmentally friendly
consumption. Authors [44] supported the sustainable
consumption patterns of individuals are associated
with their nationality, cultural background and
religious beliefs. The consumption behaviour of the
citizens in the developed countries is also influenced
by economic and social factors. The demographic
characteristic such as age, gender, educational level,
employment status and income level of the
consumers in the developed countries also shaped
their sustainable consumption behaviour. The
consumers in developed countries like the USA,
France, Australia and Sweden have been following
environmentally responsible consumption and
lifestyle habits for the past few years. The citizens of
developed countries are ready to pay premium prices
for the consumption of eco-friendly products. The
economic growth and development in the developed
countries for the past few decades increased their
purchasing power and enabled them to follow eco-
friendly consumption patterns [32].
Theme 4:
The major challenges faced by consumers in
developing and developed countries to adopt
sustainable consumption are different. The case
studies revealed the differences in the challenges
faced by consumers in developing and developed
countries to adopt sustainable consumption. The
major challenge faced by Indian consumers to adopt
a sustainable consumption pattern is trouble in
identifying sustainable products. Besides, the lack of
credibility and clarity in the claims of the brands on
the sustainability of their production process and raw
materials used for production also challenges
consumers in developing countries. Moreover, the
high price of eco-friendly products also affects the
sustainable consumption behaviour of individuals in
developing countries [38]. Meanwhile, consumers in
developed countries are facing challenges such as
insufficient access and unavailability of eco-friendly
products. According to [51], the feeling of the
inconvenience of using certain eco-friendly products
restricts the consumer from adopting sustainable
consumption patterns. Moreover, the literature also
provides evidence that the barriers of unavailability
of certain em-friendly products during the demand
season also affect the sustainable consumption
behaviour of individuals. Thus, the findings of the
study show the challenges of adopting sustainable
consumption patterns for individuals in developing
and developed countries are different.
The section presented major findings of the study.
The data collected from the case studies on
sustainable consumer behaviour in developing and
developed countries are used for collecting data
needed for the analysis. Key themes based on the
variables derived from the case studies are also
discussed. Further, the themes are cross compared
with literature outcomes to reach conclusions. The
findings on the present sustainable consumer
behaviour in developing and developed countries,
drivers of sustainable consumer behaviour, the
impact of social, cultural, and economic factors on
sustainable consumption and the barriers to adopting
sustainable consumption in developed and
developing countries are included in this section.
5. Conclusions and Recommendations
The final section discussion and conclusion discusses
the conclusions derived from the research. The
section begins with a summary of the entire research.
Further, the findings are discussed with the support
of evidence from the literature. The researcher also
provides justifications for how the research
objectives were attained to reach the research aim.
Apart from this, the recommendations and
suggestions derived from the findings are also
included.
5.1 Research Overview
The research aimed to understand sustainable
consumer behaviour in developing countries and
developed countries and to identify the drivers and
barriers to responsible consumption patterns in
diverse contexts. The objectives of the study were to
examine the current sustainable consumer behaviour
in developed countries and developing countries, to
identify the key drivers influencing sustainable
consumption patterns, explore the cultural, social,
and economic factors impacting consumer attitude
towards sustainability in developing and developed
countries and to analyse the barriers hindering the
adoption of sustainable practices among consumers
in both contexts. The researcher purely depended on
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qualitative data from secondary sources to analyse
the objectives of the study [80]. A case study strategy
is followed by the researcher to collect appropriate
data for the study. For analysing the data, the
researcher followed a thematic analysis. Key themes
based on the objectives were derived by analysing the
data collected from the case studies.
The consumers in both developing and developed
countries are aware of sustainability when they make
purchases. Sustainability is becoming a growing
concern among consumers in both developed and
developing countries. The sentiments towards
sustainability have increased in both contexts and
consumers are willing to pay more prices for em-
friendly products [81]. The key factor influencing
sustainable consumption patterns in both contexts is
the awareness of environmental impacts. Consumers
in developed and developing countries prefer to
follow a sustainable consumption pattern to reduce
the impact of consumption on growing
environmental issues. The cultural, economic, and
social factors are influencing the consumer attitude
towards sustainability in both contexts. The
demographic features are common in both settings to
shape the pattern of sustainable consumption.
However, the major barriers that hinder consumers in
developing and developed countries from adopting
sustainable consumption are diverse [37].
5.2 Discussions
Sustainability is emerging as a growing concern
among consumers in developing and developed
countries to reduce environmental Impacts.
Consumers from developed and developing countries
are interested to prefer green products as an
opportunity to contribute their efforts to reduce
environmental impacts such as greenhouse gas
emissions and climate change [82]. Environmental
issues have become more important and common in
developing and developed countries for the last few
years. The consumers in those countries are putting
more importance on environmental sustainability and
are ready to initiate actions to reduce environmental
harm and thereby protect the ecology. Consumers in
both developing and developed countries are willing
to pay higher prices for eco-friendly products and
sacrifice their consumption value [83].
Numerous factors affect the choices of
sustainability in developing and developed countries.
Consumers in developing and developed countries
believe their sustainable consumption behaviour can
promote social justice by reducing environmental
harm, use of organic and locally procured raw
materials and healthy production processes.
Sustainable consumption practices can support to
ensure social justice by providing equitable
consideration to various layers of society [37]. Most
of the consumers in developing and developed
countries prefer sustainable consumption practices as
they believe eco-friendly products can improve their
health and social well-being. Environmental concern
is commonly visible among consumers in both
contexts. The cognitive and effective evaluation of
environmental protection by consumers in
developing and developed countries induces them to
follow sustainable consumption patterns.
The consumers in both contexts are sure that their
effort to follow sustainable consumption patterns can
mitigate the current environmental issues such as
pollution, carbon emission and climate change [3].
Consumers in developing and developed countries
feel their selection of eco-friendly products can
reduce environmental harm and thereby ensure the
well-being of society. The knowledge on the
environmental issues and solutions for the problems
influences the buying behaviour of the consumers in
both contexts. Moreover, social factors such as the
influence of family and reference groups affect the
choice of sustainable consumption [84]. In
developing countries, family and social groups play
an important role in shaping the sustainable
consumption behaviour of an individual.
Furthermore, the cultural factors, ideology, values,
and religious beliefs of individuals also affect the
consumption patterns in developing countries. The
impact of the social class of people based on their
education, family background, residential area, and
occupation is common in both contexts [85].
Personal factors such as age, gender, income and
occupation of individuals are major factors
influencing sustainable consumption behaviour in
developing and developed countries. However, the
analysis of developed countries revealed the impact
of the economic status of the country as well as the
citizens on the sustainable consumption pattern [86].
The economic growth and development of a country
determines the money supply and purchasing power
of individuals. Consumers in developed countries
having higher disposable income get the opportunity
to spend more on consumption and can choose eco-
friendly products even if they are high priced. Apart
from this, the lifestyle of individuals highly
influences the consumption pattern in developed
countries.
Consumers in both contexts are considering the
corporate social responsibility and social
commitments of the companies while they prefer
products [87]. The principle of sustainability is
concerned with the impact of business actions on the
environment and is considered by consumers while
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making purchase decisions. The challenges faced by
consumers to adopt sustainable consumption in both
contexts are different. In developing countries, the
barriers such as trouble in identifying sustainable
products, and lack of credibility and clarity are faced
by consumers to adopt sustainable buying behaviour.
Besides, the high price of eco-friendly products also
restricts them from choosing such products.
Meanwhile, in developed countries, insufficient
access and unavailability are the major barriers faced
by consumers. Moreover, the feeling of
inconvenience of using eco-friendly products also
restricts consumers in developed countries from
adopting sustainable consumption [88]. The
differences in social, cultural and economic status in
developing and developed countries influence the
buying behaviour of the individuals.
5.3 Research Summary
The study aimed to explore and understand
sustainable consumer behaviour in developing and
developed countries and identify the drivers
responsible for the consumption pattern in diverse
contexts. The first objective of the study was to
examine the current sustainable consumer behaviour
in developing and developed countries. The analysis
revealed that consumers in both contexts are
concerned with sustainability and the impact of their
consumption patterns on the environment [31]. The
increased knowledge and awareness of
environmental issues and the impact of consumption
on the environment and society influence the
consumers in both contexts to adopt responsible
consumer behaviour. Further, the researcher analysed
the key factors influencing sustainable consumption
behaviour in both contexts. The results of the study
envisage the key factors influencing sustainable
consumption patterns in developing and developed
countries are the same. The concern for society and
the environment induces individuals in both contexts
to follow sustainable consumption. The
responsibility of individuals to protect the
environment and reduce environmental damage is the
key driver influencing the sustainable purchase
behaviour of consumers. The corporate
responsibilities of the companies to ensure
sustainability are attracting consumers in both
developing and developed countries [41]. The
sustainable consumption behaviour of consumers in
developed countries is closely associated with their
feeling of perceived consumer effectiveness as co-
friendly products can reduce environmental and
societal harm.
The study also evaluated the impact of social,
cultural and economic factors influencing the
consumer attitude towards sustainability in
developing and developed countries. Demographic
characteristics such as age, gender, educational level
and place of residence affect sustainable
consumption behaviour in both contexts [49]. The
changes in the economic status and lifestyle of people
in developing and developed countries in the last
decade have had a tremendous impact on their
purchasing behaviour. Moreover, the traditional
values, culture and religious beliefs of the individuals
in the developing countries also shape their attitude
towards sustainable consumption. Consumers in the
developed countries are willing to recycle and reuse
the products to reduce the environmental harm. The
studies also revealed the challenges faced by
consumers in both contexts to adopt sustainable
consumption are different. Consumers in developing
countries are facing the issues of lack of credibility
and clarity on the part of manufacturers, the
consumers in developed countries face the barriers of
lack of availability and inconvenience [51]. Thus,
through the identification of sustainable consumption
behaviour in developed and developing countries,
factors contributing the sustainable consumption
behaviour and the barriers to adopting the sustainable
consumption pattern in both contexts, the researcher
successfully met the research aim and objectives.
5.4 Recommendations and Future Research
The findings of the study revealed the government
initiative to promote sustainability is effective in
improving sustainable consumption behaviour
among the citizens. "Green Fund Schemes" are
recommended to promote the greening of market
dimensions and thereby promote sustainable
consumption among consumers [89]. The
encouragement of environmentally friendly projects
through schemes and tax incentives in certain areas
such as renewable energy, sustainable housing and
organic farming can introduce changes in society.
Under the Green Fund Schemes, the governments can
offer cheaper launches to environmental projects and
the companies can offer eco-friendly products at low
prices. The Green Fund Schemes can contribute to
the greening of markets by supporting proliferation
and energy production. Moreover, the consumers can
also provide an opportunity to invest their funds in
environmentally friendly projects. The study remarks
that consumers are considering the corporate social
responsibility of the companies towards
sustainability while they make purchase decisions.
The companies can focus on their long-term
sustainable value to address sustainability and
solutions to environmental problems. The efforts of
the companies to attain sustainability can support
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DOI: 10.37394/232033.2024.2.10
Rahul Mahadeva, Elmira Naghi Ganji, Satya Shah
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them to attract more customers and bring real value
to the customer. As part of being sustainable, a
"Sustainability Audit" is recommended for
companies to measure the environmental impact of
their actions [90]. Tracking and measuring the
environmental impact allow the companies to learn,
maintain accountability and implement strategies to
reduce their impact and bring changes. The continued
efforts of the companies can reduce environmental
damage from their operations and attract consumers.
The outcomes of the present study are beneficial
for future research scholars as they can gather recent
and relevant information on the sustainable
consumption patterns of consumers in developing
and developed countries through the research.
Besides, the outcomes on the key drivers influencing
sustainable consumption behaviour in both contexts
and the barriers encountered to adopting sustainable
consumption can fill the research gap in the existing
literature [91]. The outcomes of the study are useful
for future research scholars to gain knowledge to
conduct more research on related topics. The present
research is confined to analysing sustainable
consumption behaviour in developing and developed
countries. Sustainability is a broad concept and
research scholars can widen the scope of their
research into diverse areas. The researcher failed to
explore the opportunities of using primary sources to
collect data for the study. The future research
scholars can use the primary sources and quantitative
data to make a more comprehensive analysis of the
topic.
5.5 Limitations of the Research
The limitations of secondary data sources need to be
considered while verifying the relevance of the
present research outcomes. The researcher purely
depended on qualitative data for the study. The scope
of primary and quantitative data is ignored and may
reflect on the accuracy of the research outcomes [80].
Only limited data were available in the existing
literature on sustainable consumer behaviour in
developing and developed countries. The lack of
adequate data in the existing literature limits the
possibility of cross-comparison of the findings with
the literature evidence. Most of the findings are
presented without the support of quality evidence
from the existing literature. Moreover, the limitations
of secondary data such as lack of authenticity and
reliability may also affect the relevance of the
research outcome [92]. As the researcher is purely
dependent on qualitative data, personal biases,
interests, and preferences may affect the findings and
conclusions of the study.
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International Journal of Environmental Engineering and Development
DOI: 10.37394/232033.2024.2.10
Rahul Mahadeva, Elmira Naghi Ganji, Satya Shah
E-ISSN: 2945-1159
125
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