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203 Consumer Self-determination and Psychological Well-being in Sustainable Consumption
Short Description
This study examines how the policy approaches that induce consumers to make sustainable choices by restricting their free choice are associated with the autonomy and psychological well-being they experience in the consumption process. A 2x2 experimental survey was conducted through an external stimulus that induced a positive perception of community-oriented sustainable consumption and an online shopping environment that limited their ability to make sustainable choices. Regression analyses indicated that consumers in the voluntary product selection had higher autonomy levels than those in the involuntary product selection in both the community-oriented sustainable consumption encouraged and self-oriented cost-effective consumption encouraged groups. A one-way ANOVA showed that the consumers in the voluntary and cost-effective consumption encouraged condition had significantly higher autonomy than the consumers in the involuntary and sustainable consumption encouraged condition. A mediated effect analysis showed that autonomy mediated the relationship between voluntariness and self-esteem, although voluntariness did not significantly improve self-esteem in the regression analysis. The results suggest that the approach of forcing consumers to make desirable choices through policy may be limited in maintaining consumers’ autonomous practice, even though sustainable consumption based on voluntariness can increase consumer self-esteem. Policy systems should aim to increase consumers’ voluntariness for socially responsible behavior.
Type of presentation
Accepted Poster Presentation