Consumer agency in sustainable consumption behaviour and environmentally imposed constraints: A multi‐level approach

Abstract

AbstractThis research draws on social cognitive theory (SCT) with a view to understanding how consumers develop (un)sustainable consumption behaviours under environmentally imposed constraints, such as lockdown. Whilst most research on sustainable behaviours has focussed on selected and constructed environmental constraints, this research uncovers consumer behaviours in imposed environments. The study uses a two‐stage qualitative methodology. Stage 1 consists of 10 in‐depth interviews, which helped to achieve richer data collection among 42 people completing structured interviews in Stage 2. By using a bottom‐up approach, this study shows (1) how consumers develop agency in sustainable consumption, (2) how changes at a micro level induce consequences at the meso and macro level, and (3) how three distinct logics (finance, health and sustainability) shape consumer behaviours under environmentally imposed constraints. Recommendations are provided to retailers and government to foster sustainable consumption and agency during times of environmentally imposed constraints.