Dimensions of Conscious Consumption

Abstract

Beginning from the 1990s, the concept of sustainable development has been purposefully implemented by the most advanced economic actors including separate regions, countries, companies, and individuals. Consumer behaviour is also changing: the most advanced consumers who care about their own health and are aware of the environmental issues, change their behaviour to the conscious consumption patterns. However, most do so under the influence of companies promoting sustainable value propositions, or under the influence of government policy that encourages sustainable behaviour. Within the chapter ‘Dimensions of conscious consumption’, the authors consider consumption patterns evolution from traditional (patriarchal) consumption pattern through hedonic consumption to sustainable and conscious consumption patterns. The authors analyse transformation mechanisms of consumption patterns and how they affect changing consumer behaviour from traditional to conscious behaviour. As a result, a typology of sustainable value propositions for conscious consumers was formed, with the comparative analysis of four sustainable value proposition models: Driven by humanistic philosophy, Unique market position, Driven by government policy, and Leadership in sustainable innovations. Cases of Bouchee (Russian coffee shop and bakery chain) and Enjoy the Run (sport club for recreational running lovers) were analysed as the examples of companies implementing the considered models.

Citation

Solovjova, J., Yuldasheva, O. and Konnikova, O. (2022), "Dimensions of Conscious Consumption", Ogunyemi, K. and Burgal, V. (Ed.) Products for Conscious Consumers, Emerald Publishing Limited, Leeds, pp. 89-111. https://doi.org/10.1108/978-1-80262-837-120221006