A Model of Sustainable Consumer Behaviour, Personal Development, and Attitudes Toward Marketing

Abstract

Using a sample of relatively young consumers, this study explores the impact of sustainable consumer behaviour on the sustainable attribute, such as charity. The concept of consumer stability has particular influence, as it positively relates to all three areas of consumer charity: charitable involvement, consumer volunteerism, and social activism. The findings confirm the various hypotheses. For example, consumer traits, such as interpersonal trust and stability, are significant predictors of consumer volunteerism and social activities. The findings also indicate that the second set of sustainable consumer behaviour attributes influences consumer personal development and helps to predict positive consumer attitudes toward marketing activities, such as salespeople and advertising.