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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-64648 |
| Date | January 2024 |
| Creators | Jeppsson, Felix, Schiller, Lisa |
| Publisher | Jönköping University, Internationella Handelshögskolan |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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