Marketing Managers’ Motivations Toward Moderation of Consumption

Abstract

The growing importance of sustainability in the lives of consumers, businesses and government has become difficult to ignore. Large numbers of consumers display pro-environmental behaviours. Businesses are adopting corporate sustainability initiatives in order to save money and win or retain customers. Governments have been making policy changes for several decades with the intention of preserving scarce resources and slowing the impact of humankind on the planet. However, unless people living in developed countries start to moderate their consumption, environmental deterioration will continue in spite of other sustainability efforts.