Abstract

Sustainable consumption is a problem of growing importance and complexity. There is hardly another issue that combines the triviality of everyday human behavior and the abstract dimensions of moral responsibility and the man-nature relationship. Two main perspectives dominate research on sustainable consumer behavior – demand side (marketing) and supply side (business strategy). This paper reviews relevant literature on sustainable consumer behavior and discusses the problem from a marketing perspective. This study aims to introduce the concept of sustainable consumer behavior and its theoretical and methodological foundations, to outline key factors influencing sustainable consumption and the major challenges facing it.