[pt] Embora muito se fale hoje a respeito da Geração Y, estudos acadêmicos voltados para esses consumidores ainda são escassos no Brasil. Descritos, em geral, como sendo individualistas, tecnológicos e tolerantes à diversidade, suas características ainda geram controvérsia, desde o período de nascimento – para alguns, a partir de 1977; para outros, a partir de 1985 – até seu comportamento – uns descrevem-nos como bem comportados, trabalhadores em equipe e moralistas (Howe e Strauss, 2000); outros como egocêntricos, superficiais e rebeldes (Twenge, 2006). Por outro lado, a questão do individualismo na sociedade brasileira ainda é cercada de incertezas, uma vez que a maioria dos estudos acadêmicos, voltada predominantemente para a América do Norte, Europa e Ásia (Gouveia, 2002), cria uma quase dicotomia entre sociedades individualistas e coletivistas, a partir de características de americanos/europeus e asiáticos. Esse trabalho, com base em entrevistas qualitativas conduzidas junto a jovens de classe AB residentes em uma grande cidade brasileira e com idades entre 23 e 34 anos, avalia seu comportamento e sua percepção em relação à sociedade na qual estão inseridos. Voltado para a investigação de aspectos do individualismo, tais como relação interpessoal (instabilidade das relações, pequenos e grandes grupos, família), competitividade (formação acadêmica, introdução ao mundo profissional, pressões por sucesso) e hedonismo (imediatismo, preocupação com a beleza, instabilidade nas escolhas) e permeando características como forma de comunicação (redes sociais, celulares, mensagens de texto), diversidade (homossexualismo, internacionalidade, tribos) e consumo (consumismo, status), tem-se um panorama dos valores desses jovens brasileiros, que percebem a invasão do individualismo no seu dia-a-dia e não só se adaptam a ele de formas variadas, mas desenvolvem diferentes níveis de questionamento em relação ao tema. Foram observados no individualismo brasileiro aspectos híbridos que o diferenciam tanto do estilo norte-americano como do asiático, uma vez que, embora a competitividade, a superficialidade nos relacionamentos e a busca por status sejam uma percepção quase unânime, a necessidade de estabelecer laços, o incômodo decorrente da pressão por status e a falta de introspecção geram insatisfação, ansiedade e, muitas vezes, diferentes formas de se relacionar e de definir o que é verdadeiramente sucesso. Do ponto de vista de marketing, como essa investigação não se limita ao estudo da Geração Y, mas inclui a forma como o individualismo é percebido e absorvido por esse grupo, proporciona-se melhor direcionamento para o desenvolvimento de produtos e a elaboração de campanhas. Exemplo disso é o comercial de uma seguradora de saúde: você não precisa ser linda, ter um casamento maravilhoso e uma casa de revista para ser feliz, citado espontaneamente por mais de um entrevistado. Uma vez que, como pontua Triandis (2002), a tendência a sociedades individualistas é inevitável diante da maior complexidade do ambiente, o momento de ascensão do Brasil demanda maior compreensão desses aspectos para que as empresas possam usufruir de uma relação próxima e prazerosa junto a esses consumidores conectados e ansiosos por identidade. / [en] Although much is said today about Generation Y, academic studies aimed at these consumers are still scarce in Brazil. Described generally as being individualistic, technological and opened to diversity, their characteristics are still source of controversy, from the time of birth - for some, 1977; for others, 1985 - until their behavior - some describe them as being well behaved, team workers and moralists (Howe and Strauss, 2000); others as selfish, superficial and rebels (Twenge, 2006). On the other hand, the issue of individualism in Brazilian society is still surrounded by uncertainty, since the majority of academic studies, focused mainly to North America, Europe and Asia (Gouveia, 2002), creates an almost dichotomy between individualistic and collectives societies based on features of American/European and Asian countries. This work, based on qualitative interviews conducted with AB class young people residents in a large Brazilian city, with ages between 23 and 34 years, assesses their behavior and their perception of the society in which they belong. Focusing on research aspects of individualism, interpersonal relationship (relationship instability, in and out-groups, family), competitiveness (academic, professional life beginning, pressures for success) and hedonism (immediacy, worries with beauty, instability of choices) and permeating characteristics such as means of communication (social networking, cell phones, text messaging), diversity (homosexuality, internationality, tribes) and consumption (consumerism, status), this study draws a value landscape of these young Brazilians, who sense the invasion of individualism in their daily life and not just adapt to it in different ways, but develop different levels of questioning the issue. Hybrid aspects perceived in Brazilian individualism differentiate it from both the North American and Asian styles, since, although competitiveness, superficiality in relationships and the quest for status are an almost unanimous perception, the need to establish bonds, the unpleasantness caused by pressure for status and the lack of self-examination generate dissatisfaction, anxiety and, often, diverse ways to relate and define what success truly is. From the standpoint of marketing, as the research is not limited to the study of Generation Y but also includes how individualism is perceived and absorbed by this group, it provides greater guidance to product development and communication campaigns. One example is the advertising of a health insurer: You need not to be beautiful, have a marvelous marriage and a house out from magazine to be happy, mentioned spontaneously by more than one respondent. Since, as points out Triandis (2002), the tendency to individualistic societies is inevitable in complexity increasing environments, Brazilian improving moment demands greater understanding of these issues, so companies can enjoy a close and pleasurable relationship among these connected and eager for identity consumers.

Problem: Showrooming phenomenon refers to the customer behavior of physically experiencing the product in a physical store before purchasing it from online stores. It is becoming increasingly prevalent today and has attracted the interest of academia. However, the majority of the existing studies explored this phenomenon from the perspective of retailers. The concern for different retailers’ gain and loss in showrooming process caused debate on how to define and interpret this phenomenon. Moreover, there are few existing studies that investigating this behavior from the consumers’ lens.  There seems to be a need for research focused on the customers’ showrooming experience and understand this phenomenon from their lens.   Purpose: The purpose of this paper is to explore what is showrooming phenomenon from customer’s perspective through investigating customers' personal showrooming experience in order to shed more light on the positive side of showrooming.   Method: Based on a social constructionism philosophy, this qualitative study utilizes a grounded theory strategy. In order to gather data through grounded theory method, in-depth interviews and a grounded analysis have been conducted. The analysis is conducted in three steps. First, in initial coding, codes and concepts are identified. Second, in axial coding, concepts are grouped into categories. Finally, in selective coding, categories are connected and grouped based on the intrinsic relationship between different categories. Also, the paradigm is built in these final step.   Conclusions: This study builds the paradigm model of showrooming phenomenon through exploring the experiences of showroomers. In the paradigm, the different conditions in the process are identified, including the core phenomenon, causal condition, contextual condition, intervening condition, action, consequences. Through building the model, this study explores the incentives and consequences of showroomers, the different influential factors during showrooming process, and the interpretations and perceptions from customer’s perspective.

[pt] Este estudo exploratório tem como objetivo analisar a dinâmica do consumo online de moda de determinado grupo de jovens mulheres cariocas. Busca-se compreender a importância de mundo virtual e sites de vendas e suas influências no comportamento de consumo do grupo. Para isso, será estudado a relevância da internet na busca de informações e os benefícios e desvantagens que este tipo de ferramenta exerce no consumo de produtos de moda, tradicionalmente um segmento que exige um contato físico e direto para influenciar as decisões de compra. Por meio da construção de um perfil do grupo e de uma rede de valores das pesquisadas, procurou-se traçar um paralelo entre o consumo online de artigos de moda e o consumo tradicional através das lojas físicas, apontando semelhanças e diferenças no comportamento de compra. Por fim, visa-se elencar importantes elementos que necessariamente devem estar presentes para que o canal funcione como uma efetiva plataforma de venda. Os resultados do estudo podem ser úteis a empresas que atuem ou pretendam atuar na venda online de artigos de moda. / [en] This exploratory study aims to analyse the online consumption dynamics of a group formed by young women from Rio de Janeiro, Brazil. The main goal is to understand the relevance of the virtual world and how it influences the online purchase behavior of this group. The study focuses on the importance of the internet as a searching tool and also its pros and cons in the fashion market, traditionally known by the need of consumer s physical presence during the sales activity in order to influence his/her buying decisions. By constructing the profile of the group and mapping its personal values, this study makes a parallel between the online consumption of fashion goods and the traditional in-store purchasing activity, pointing out differences and similarities in between these two businesses. Finally, this study also has the objective of ranking the most important elements that should be present in the online channel in order to construct an effective sales platform. The results of this study may be useful to firms that sell or intend to sell fashion products using online sales.

Fostering environmentally friendly transport solutions for tourists lies at the core of the strategiesaimed at implementing sustainable tourism transportation. In this sense, this study aims toidentify the determinants of green mobility choices taken by young adults and adults to travel toand from their holiday destinations. It is based on a survey questionnaire proposed to adultsprimarily in Germany, USA and Sweden. The study demonstrates the intrinsic relationshipbetween the transport mode choices for reaching tourism destinations, and the different levels ofvariables that could cause different types of green mobility decisions made to reach their tourismdestinations.

Currently our world consumes the equivalent of 1.6 earths per year. Although the production has become resource-efficient by using fewer natural resources to produce one dollar of GDP, per-capita consumption in the US firmly increases. Individuals consume an ever-increasing quantity of goods and services which inevitably leads to environmental damages in terms of pollution, deforestation, climate change and psychological disorders such as reduced wellbeing, unhappiness, and anxiety. Past research has suggested that embracing sustainable consumption - where consumption of products and services have minimal impact on the environment, and improvement in society's wellbeing-might mitigate the detrimental effects of over-consumption. Increasingly studies in this stream propose that adopting a psychological approach, specifically by enhancing individuals' inherent capability known as mindfulness may aid in boosting sustainable consumption behaviors. However, only few studies have investigated the decision-making processes associated with mindfulness that could show a detailed picture of how mindfulness - receptive attention to and present moment awareness is positively associated with sustainable consumption behaviors. Conceptual model for this study was built based on mindfulness-related mechanisms, namely re-perceiving, systematic processing, and ability to overcome need for fulfillment. Using a four-step conceptual model: mindfulness-cognitive personality variables-values and beliefs variables-sustainable consumption behaviors, this research empirically examines how trait mindfulness is associated with sustainable consumption behaviors. Embracing a broad definition of sustainable consumption in terms of its impact on environment (composition) and level of consumption (volume), this research includes both pro-environmental and downshifting consumption behaviors. By utilizing an online survey method, data was collected from 1005 respondents in Amazon Mechanical Turk (Mturk). Findings from self-reported measures suggested that while mindfulness directly and positively associated with sustainable behaviors, significant indirect relationships are explained by cognitive personality variables such as cognitive flexibility, need for cognition, attention based self-regulatory control, and values/beliefs namely altruistic values, self-acceptance values, materialistic values, and perceived consumer effectiveness. Comparing empirical models using measures of both socio-cognitive based mindfulness and meditation based mindfulness demonstrated that the former has both direct and indirect relationships with sustainable behaviors while the latter showed only indirect relationships through cognitive personality variables and values/beliefs. By identifying cognitive personality variables that are closely associated with mindfulness, this research teases out the tenets of mindfulness that are more relevant for sustainable consumption behaviors. Also, the recognized cognitive personality variables in this research have been rigorously studied in consumer behavior research, hence finding their relationships with mindfulness might help uncover applications of mindfulness in mainstream consumer behavior research. In addition, by supporting relationships involving cognitive personality variables and values/beliefs relevant for sustainable consumption, this study may offer insights for policy makers and practitioners in maneuvering consumers' mindfulness and their sustainable behaviors to bring about change in their sustainable consumption behaviors.

Submitted by Maicon Juliano Schmidt (maicons) on 2015-06-09T13:55:36Z No. of bitstreams: 1 Clarissa Nascimento Lourenci.pdf: 4283828 bytes, checksum: fbc08a57ca4e60d1ee3a99644588f31d (MD5) / Made available in DSpace on 2015-06-09T13:55:36Z (GMT). No. of bitstreams: 1 Clarissa Nascimento Lourenci.pdf: 4283828 bytes, checksum: fbc08a57ca4e60d1ee3a99644588f31d (MD5) Previous issue date: 2015-03-26 / UNISINOS - Universidade do Vale do Rio dos Sinos / A ligação entre práticas de consumo e a negociação de identidade é um tópico bastante conhecido e estudado na pesquisa do consumidor (JANTZEN; OSTERGAARD; VIEIRA, 2006). Segundo Thompson e Hirschman (1995), o consumo é uma importante fonte de definição daquilo que cada pessoa entende ou deseja ser, com base em imagens e estilos transmitidos através das posses. Dentre as diversas ferramentas utilizadas pelos indivíduos no caminho de construção do self, o vestuário se apresenta como uma das possibilidades. Kaiser (1990) sustenta que o consumo de roupas e moda ocupa um papel importante na construção da identidade e individualidade de uma pessoa. A forma de se vestir assume, assim, a função de passar mensagens de valores pessoais e preferências estéticas do indivíduo, fazendo com que este seja aceito pelos demais (KAISER, 1990). Este estudo utiliza as lentes teóricas da construção de identidade para analisar um contexto bastante interessante e que apresenta números curiosos na atualidade: a imigração de mulheres latino-americanas em países estrangeiros, com um foco de investigação na França. O objetivo da pesquisa realizada foi compreender de que forma essas pessoas utilizam o consumo de vestuário como meio de negociação de suas identidades femininas. Para isso, um estudo qualitativo apoiado em uma abordagem interpretativa foi desenhado. Quinze mulheres latino-americanas e três francesas participaram de etapas de entrevistas em profundidade e projetivas para a obtenção dos resultados. Ao final de um longo processo de análise de relatos, sustentado por um robusto alicerce teórico, foi possível observar que essas mulheres negociam suas identidades através da utilização de vestuários que misturam o novo a seus valores de origem. Ou seja, elas adotam elementos, de certa forma, diferentes dos que costumavam usar, sem deixarem, contudo, de utilizar aquilo que está alinhado com suas essências e valores. Assim, é possível identificar uma coerência central em suas escolhas, que não é anulada devido ao meio, mas sim adaptada. / The link between consumer practices and negotiation of identity is a topic well known and studied in consumer research (JANTZEN; OSTERGAARD; VIEIRA, 2006). According to Thompson and Hirschman (1995), consumption is an important source of definition of what each person understands or wants to be, based on images and styles transmitted through possessions. Among the various tools used by individuals for the self construction, clothing is presented as one of the possibilities. Kaiser (1990) argues that the consumption of garment and fashion occupies an important role in the construction of identity and individuality of a person. The way of dressing assumes the function of passing messages of personal values and aesthetic preferences of the individual, causing his acceptance by the others (KAISER, 1990). This study uses the theoretical lenses of identity construction to analyse a rather interesting context which presents curious numbers today: the immigration of latin women in foreign countries, with a focus of investigation in France. The objective of the research was to understand how these people use garment consumption as a means of negotiating their feminine identities. For this, a qualitative study based on an interpretive approach was designed. Fifteen latin american women and three french participated in stages of in-depth and projective interviews for obtaining the results. At the end of a long process of report analysis, supported by a robust theoretical foundation, it was possible to observe that these women negotiate their identities through the use of garments which blend the new to their original values. In other words, they adopt elements, in a way, different from the ones they used to use, but still aligned with their values and essences. Thus, it is possible to identify a central coherence in their choices, which is not cancelled due to the context, but rather adapted.

Made available in DSpace on 2016-04-28T20:19:15Z (GMT). No. of bitstreams: 1 2006--Julio Cesar Silva Macedo.pdf: 407067 bytes, checksum: 5cdc5d2db5e91bd9dd9d3924ad6d4548 (MD5) Previous issue date: 2006-08-01 / The influence of the group of reference on the behavior of the evangelic consumer in the segment of music is the central subject of this dissertation, whose main objective is to know as the religious subculture and more specifically the groups of reference influence the behavior of the evangelic consumer. This work was carried through with 22 young, members of the Methodist church, the city of Tr?s Rios and was structuralized from the analysis of the speech of the interviewed ones that they had evaluated as if they relate with the consumption of Cds. For accomplishment of this study, qualitative research was used, applying it technique of groups of focus. The stages had been followed of the following form: delimitation of the objectives, the preparation of the script of questions, the formation of the groups and the meetings with the interviewed ones, the organization of the data for proximity of ideas and the writing of the report. In general way, one perceives that the young evangelic consumers directly assume an only standard of consumption influenced for the subculture where they are inserted. The carried through research demonstrates the importance of the group of reference on the behavior of consumption of the interviewed young. The influence of the group reference does not only happen in the musical preference of the young, but in other areas interest and mainly in its style of life. / A influ?ncia do grupo de refer?ncia sobre o comportamento do consumidor evang?lico no segmento da m?sica ? o assunto central dessa disserta??o, cujo objetivo principal ? conhecer como a subcultura religiosa e mais especificamente os grupos de refer?ncia influenciam o comportamento do consumidor evang?lico. Esse trabalho foi realizado com 22 jovens, membros da igreja Metodista, da cidade de Tr?s Rios e foi estruturado a partir da an?lise de conte?do das entrevistas que avaliaram como se relacionam com o consumo de Cds. Para realiza??o deste estudo, foi utilizada pesquisa qualitativa, aplicando-se a t?cnica de grupos de foco. As etapas seguiram-se da seguinte forma: delimita??o dos objetivos, a prepara??o do roteiro de perguntas, a forma??o dos grupos e as reuni?es com os entrevistados, a organiza??o dos dados por proximidade de id?ias e a reda??o do relat?rio. De modo geral, percebe-se que os jovens consumidores evang?licos assumem um padr?o ?nico de consumo influenciados diretamente pela subcultura em que est?o inseridos. A pesquisa realizada demonstra a import?ncia do grupo de refer?ncia sobre o comportamento de consumo dos jovens entrevistados. A influ?ncia do grupo refer?ncia n?o incide somente na prefer?ncia musical dos jovens, mas em outras ?reas de interesse e principalmente no seu estilo de vida.

Många av de miljöproblem som finns idag går att koppla till produktion-och konsumtionsvanor. Att konsumera på ett hållbart sätt är vitalt för att ett samhälle ska kunna försörja framtida generationer utan att förbruka jordens resurser helt. Unga vuxna har en viktig roll att spela när det kommer till att utveckla samhället i en miljömässigt hållbar riktning. Hur de väljer att konsumera har och kommer ha stor påverkan på miljön. Att köpa kläder på second hand är ett sätt att bedriva en mer hållbar konsumtion, då det både är resurssparande och ofta ekonomsikt fördelaktigt. Denna studie ämnar undersöka unga vuxnas attityder till just second hand-kläder. Resultatet visade att majoriteten av respondenterna anser att second hand-kläder är någonting bra i avseende på pris och mindre miljöpåverkan, samtidigt som de även upplevde det som någonting ohygieniskt. De flesta hade aldrig köpt second hand-kläder tidigare, även då resultatet visar att majoriteten skulle kunna tänka sig att göra det. Miljö och kläder var en koppling som inte tydligt gjordes av respondenterna, då många aldrig tar hänsyn till miljön vid klädkonsumtion och många inte visste hur klädkonsumtion påverkar miljön. Viss medvetenhet kring miljöproblem generellt kunde tolkas av resultatet, vilket tyder på att de unga vuxna är medvetna om miljöproblem men inte nödvändigtvis vilka miljökonsekvenser just klädkonsumtionen har. Hur omgivningen uppfattar second hand-kläder påverkade också respondenternas inställning. För att få fler unga vuxna att välja second hand-kläder framför nyproducerade kläder krävs förändrade attityder och normer, vilka är avgörande för konsumtionsbeteendet. Vidare krävs mer kunskapsspridning om relationen kläder-miljö. Individer som förstå hur det är sammankopplat ges verktygen att aktivt kunna göra hållbara konsumtionsval. / Many of the environmental problems that exist today can be linked to production and consumption habits. To consume in a sustainable manner is vital for a society to be able to support future generations without depleting the earth's resources. Young adults have an important role to play when it comes to social development in an environmentally sustainable direction. How they choose to consume has and will have a major impact on the environment. To buy clothes at a second hand store is one way to engage in a more sustainable consumption, since it is both resource-saving and often financial favorable. This study aimed to examine young adults' attitudes to second hand clothing consumption. The results showed that the majority of the respondents believe that second-hand clothing is something good in terms of price and less environmental impact, while they also experienced it as something unhygienic. Most of them had never bought second-hand clothes previously, but the result shows that the majority would be willing to. Environment and clothes is a connection that was not clearly made by the respondents, since many seldom takes into account the environment when shopping for clothes and many did not know how clothing consumption affects the environment. Some awareness about environmental problems in general could be interpreted by the result, which indicates that the young adults are aware of environmental problems but not necessarily which environmental consequences clothing consumption has. How the surroundings perceive second-hand clothes also affected the respondents' attitudes. To get more young adults to choose second-hand clothes rather than new clothes requires a change in attitudes and norms, which is crucial for consumer behavior. It also requires more education about the clothing-environment relationship. Individuals who understand how it is connected are given the tools to actively make sustainable consumption choices.

The Covid-19-pandemic has had a profound impact on people's everyday lives, disrupting routines and forcing individuals to adapt to new challenges and restrictions. One of the somewhat significant changes brought with the pandemic has been in consumption behavior, whereas many people were altering their purchasing habits in response to the crisis. Such as impulse buying behavior. Accordingly, the purpose of the study was to examine how individuals’ impulse buying behavior changed during as well as after the pandemic in Sweden. Additional purpose was to investigate which factors that influenced the changed behavior with a focus on contentment, loneliness, fear and boredom. Empirical data was collected through a qualitative study with focus groups divided into three different age intervals, where the participants answered and discussed a series of questions. The results of the study indicate that the majority of individuals did not experience a significant increase or decrease in their impulse consumption habits during the pandemic, but with a notable shift in the types of products being purchased. Fear as a factor appeared as to the risk of infection, as well as towards the stores running out of stock. Online consumption was also the chosen alternative way to consume, yet consumption of food continued to be purchased through physical stores. Findings also showed that various emotions appeared with impulse consumption and variated throughout the groups. While positive feelings arise with an impulse purchase, the feeling then turns into anxiety. Boredom and loneliness was identified as a motivating factor, however not for all participants. As the pandemic was established to have reached its end, individuals reverted back to their pre-pandemic purchasing ways once physical stores reopened and social interactions resumed as normal. Overall, the study wants to contribute to further knowledge and understanding of what can influence individuals' consumption behavior. This research study will be written in swedish. / Covid-19-pandemin har haft en djupgående inverkan på människors vardag, hindrat rutiner och tvingat individer att anpassa sig till nya utmaningar och restriktioner. Till följd av pandemin visade konsumtionsbeteenden på en markant förändring, dock snarare en omdirigering av vad som konsumeras. Syftet med studien var således att undersöka hur konsumtionsbeteenden, med fokus på impulsköp, har förändrats under såväl som efter pandemin i Sverige. Syftet var även att undersöka vilka faktorer som påverkade det förändrade konsumtionsbeteendet med en inriktning på tillfredsställelse, ensamhet, rädsla och tristess. En kvalitativ studie genomfördes via fokusgrupper genom en uppdelning i tre olika åldersintervall där informanterna svarade och diskuterade ett antal frågor. Resultatet av studien visar att majoriteten av individerna inte upplevde någon signifikant ökning eller minskning i sina impulskonsumtionsvanor under pandemin, men med en anmärkningsvärd förändring i de typer av produkter som köptes. Rädsla som faktor förekom vid smittorisk samt vad gäller att produkter ska ta slut. Onlinekonsumtionen var också det alternativ som valdes, men livsmedel fortsatte att köpas i fysiska butiker. Resultaten visade även att olika känslor förekom i samband med impulskonsumtion och varierade mellan grupperna. Medan positiva känslor uppstår vid ett impulsköp övergår känslan sedan i ångest. Tristess och ensamhet identifierades som en motiverande faktor, dock inte för alla deltagare. När pandemin konstaterades ha nått sitt slut återgick individerna till sitt köpbeteende före pandemin när de fysiska butikerna öppnade igen och det sociala samhället återupptogs som vanligt. Slutligen vill studien bidra till ytterligare kunskap och förståelse om vad som kan påverka individers konsumtionsbeteenden.

This study investigates the intricate relationship between environmental knowledge (EK), adoption barriers, and sustainable consumption (SC) behavior among young adults in Sweden. Utilizing cognitive dissonance theory (CDT) as a framework, the research aims to explain the mechanisms behind the intention-behavior gap in sustainable consumption. The Moderated Multiple Regression (MMR) analysis of survey data reveals a significant positive association between environmental knowledge and sustainable consumption behavior, with income level moderating this relationship – individuals with lower-income face barriers to sustainable consumption despite their knowledge.  Although product availability and psychological factors (control/self-efficacy) were not significant moderators, their importance in shaping sustainable consumption choices is highlighted, emphasizing the complexity of barriers. The study also finds that sustainable consumption behavior moderates the relationship between environmental knowledge and cognitive dissonance (CD), suggesting that aligning actions with knowledge reduces psychological discomfort. This research provides valuable insights for developing interventions to promote sustainable consumption among young adults in Sweden. Despite these insights, the persistence of the intention-behavior gap calls for further investigation.