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Emine Sarigollu, Associate Professor in Marketing, awarded 2019 SSHRC Insight Development Grant

Sustainable Consumption: The Full Consumption Cycle from the Consumers' Perspective

Research on sustainable consumption has mostly focused on supply-side design and manufacturing practices, especially through product lifecycle assessment, but neglected to adequately study the demand-side, i.e., the nature of consumers’ sustainable consumption. Yet, the consumer is an important stakeholder, and sustainability goals contingent on consumption cannot be accomplished without the consumer involvement.   The project has two objectives: 1) to develop a conceptual framework that explicitly integrates the demand-side perspective, representing the consumer product choice, product usage and product disposal, with the aim of systematically and comprehensively addressing multiple issues pertaining to sustainable consumption throughout the product lifetime; 2) to test the newly-developed conceptual framework, in order to provide empirical evidence to the theoretically proposed paths. The findings of this project will provide input to governments, businesses, organizations and policy makers on how to motivate and encourage consumers to engage in more environmentally sustainable consumption practices.

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