Sustainable consumption patterns in different settings

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.