ECO-GUILTY PLEASURE: UNDERSTANDING THE UNSUSTAINABLE CONSUMER BEHAVIOUR


DOI: https://doi.org/10.15308/finiz-2023-119-124
Authors:
Ivana Brdar

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Keywords:
eco-guilty pleasure', consumer behaviour, consumption habits, sustainability


Abstract:
This paper provides insights into the psychological and social aspects of the 'eco-guilty pleasure' paradox, consumer behaviour that contradicts their sustainability awareness. The aim of this paper is to understand why individuals often persist in unsustainable consumer practices despite being aware of their negative environmental impact. By examining relevant theories and research in the field of consumer psychology and behaviour, this study offers a deeper understanding of the factors shaping such behaviour and proposes strategies for changing unsustainable habits to preserve the environment. Understanding the psychological and social mechanisms behind the 'eco-guilty pleasure' phenomenon contributes to the development of effective strategies that encourage consumers to adopt sustainable consumption habits.

CITATION:

IEEE format

I. Brdar, “Eco-guilty pleasure: Understanding the unsustainable consumer behaviour,” in FINIZ 2023 - Sustainable development as a measure of modern business success, Belgrade, Singidunum University, Serbia, 2023, pp. 119-124. doi: 10.15308/finiz-2023-119-124

APA format

Brdar, I. (2023). Eco-guilty pleasure: Understanding the unsustainable consumer behaviour. Paper presented at FINIZ 2023 - Sustainable development as a measure of modern business success. doi:10.15308/finiz-2023-119-124

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