Sustainable Consumption Patterns in Different Settings

Žaneta  Piligrimienė; Jūratė Banytė; Aistė Dovalienė; Agnė  Gadeikienė; Hubert  Korzilius

doi:10.5755/j01.ee.32.3.28621

Authors

Žaneta Piligrimienė Kaunas University of Technology, Lithuania https://orcid.org/0000-0003-3930-2383
Jūratė Banytė Kaunas University of Technology, Lithuania https://orcid.org/0000-0002-9994-9712
Aistė Dovalienė Kaunas University of Technology, Lithuania
Agnė Gadeikienė Kaunas University of Technology, Lithuania https://orcid.org/0000-0001-7719-4980
Hubert Korzilius Institute of Management Research, Radboud University, Netherlands

DOI:

https://doi.org/10.5755/j01.ee.32.3.28621

Keywords:

sustainable consumption patterns, sustainable consumption behaviour, behaviour at home and at work, different settings, consumer engagement, two-step cluster analysis

Abstract

The purpose of this study is to identify sustainable consumption patterns of Lithuanian consumers based on their sustainable consumption behaviour in two settings: at home and at work. The study also attempts to describe the segments and highlight their differences in terms of consumer engagement into sustainable consumption, which in the present study reflects the psychological state of consumers, determining their actual behaviour. The study sample consisted of 498 Lithuanian consumers. A two-step cluster analysis was performed on sustainable consumption behaviour scores at three consumption phases: acquisition, use, and disposal at home and at work. The differences among the clusters were examined according to five dimensions of consumer engagement, namely, enthusiasm, attention, interaction, absorption, and identification. Cluster analysis identified two clusters based on consumer behaviour at home “convenience-based sustainability” and “true followers” as well as two clusters based on consumer behaviour at work “environment-independent sustainability” and “followers of basic principles”. Clusters in each life domain differed significantly in terms of consumer engagement into sustainable consumption. Segments with high level of sustainable consumption behaviour at home and at work were more highly engaged into sustainable consumption as well.

Author Biographies

Žaneta Piligrimienė, Kaunas University of Technology, Lithuania

Žaneta Piligrimienė, Ph.D. in Social Sciences (Management and Administration), Professor in Marketing at School of Economics and Business, Kaunas University of Technology. She is a member of Sustainable Management research group. Her research interests relate to the social research methodologies and techniques, sustainable consumption behaviour, consumer engagement, etc.ORCID iD 0000-0003-3930-2383

Jūratė Banytė, Kaunas University of Technology, Lithuania

Jūratė Banytė, Ph.D. in Social Sciences (Management), Professor in Marketing at the Sustainable Management Research Group, School of Economics and Business, Kaunas University of Technology (Lithuania). Her research interests are related to consumer behaviour, sustainable consumption, consumer engagement and value management, multichannel consumer behaviour, consumer irrationality and neuromarketing. She has been involved in COST, EUREKA, Leonardo da Vinci and other research and study projects funded by the European Commission, several national research projects and institutional research clusters. She is a member of the European Academy of Marketing and Neuromarketing Science & Business Association. ORCID iD 0000-0002-9994-9712

Aistė Dovalienė, Kaunas University of Technology, Lithuania

Aistė Dovalienė is Associate Professor in Marketing at School of Economics and Business, Kaunas University of Technology, Lithuania. Her research interests focus on customer engagement, customer value, value co-creation, customer relationship development, and sustainable consumption. She is Executive Editor of the journal Engineering Economics. She reviews manuscripts submitted to Sustainability, British Food Journal, International Journal of Information Management, etc. She participates in several international and national research projects and is a member of Sustainable Management research group.

Agnė Gadeikienė, Kaunas University of Technology, Lithuania

Agnė Gadeikienė, Ph.D. in Social Sciences (Management), is Associate Professor in Marketing at Kaunas University of Technology, School of Economics and Business, a researcher in the research group Sustainable Management. She has broad experience as a researcher in different national and international programs’ research and study projects. The main fields of her research interests are consumer behaviour, value co-creation, sustainable consumption, marketing digitalization, business models, and market research methodology. ORCID iD 0000-0001-7719-4980

Hubert Korzilius , Institute of Management Research, Radboud University, Netherlands

H.P.L.M. Hubert Korzilius is Associate professor in Research Methodology at the Institute of Management Research, Radboud University, Nijmegen, the Netherlands. His research interests cover research methodology, quantitative analysis and modelling, decision-making, system dynamics, and cross-cultural management.