Research tidbits: Influencers on sustainable behaviour
A selection of interesting articles we found recently looking at influencers on sustainable behaviour. What drives/prevents green and non-green consumers? This study aims to analyse what drives and prevents the purchasing of eco-friendly products across different consumer groups and develops a conceptual model embracing the positive altruistic (care for the environmental consequences of purchasing), positive ego-centric (green self-identity and moral obligation), and negative ego-centric (perceived personal inconvenience of purchasing eco-friendly products) antecedents of eco-friendly product purchase [...]