3Rs of Sustainability Values for Retailing Customers as Factors of Influence on Consumer Behavior

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Author(s): Mirian Palmeira (Federal University of Parana, Brazil)and Fabio Musso (Carlo Bo University of Urbino, Italy)
Copyright: 2020
Pages: 24
Source title: Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences
Source Author(s)/Editor(s): Fabio Musso (University of Urbino Carlo Bo, Italy)and Elena Druica (University of Bucharest, Romania)
DOI: 10.4018/978-1-7998-1412-2.ch019

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing and Consumer Behavior

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Abstract

The aim of this chapter is to identify the impact of different 3Rs of sustainability approaches on consumer behavior and people's values. Some results, through multi-method study, with ethnography and quantitative research, show that people's priority is on “recycling,” performing few activities of “reduce,” and lesser actions of “re-use.” The focus is on reducing packaging and the use of lower levels of inputs (as energy and water), and to reduce the carbon foot print, mainly using public and/or alternative transport. People are concerned about sustainability; however, they present a low level of activities related to major societal concepts on behalf of the environment. The 3Rs of sustainability have changed from Reduce-Reuse-Recycle to Recycle-Reuse-Reduce. However, this new order does not cause such impact on consumer behavior and in people's values.

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3Rs of Sustainability Values for Retailing Customers as Factors of Influence on Consumer Behavior

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