1. (Towards Sustainable Consumption) Models of Consumer Behavior

2. Sustainable Consumption Selection, use and disposal of products and services so that: Conserving energy and materials Minimizing the depletion of natural resources Avoiding toxic and hazardous substances Satisfying basic needs Optimizing the quality of life

3. The Role of Models and Difficulties Find strategies to influence human behavior Scale, complexity and historical depth Marketing / Public Interest Empirical (simple) / Theoretical and Conceptual (complex) Internal / External Individual / society

4. The Models Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

5. Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

6. Rational Choice Theory Elster 1986, Homans 1961, etc Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Expected Benefits Behavior Costs Rationality

7. Consumer Preference Theory Begg et al 2003 Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Behavior Preferences Price of goods Available income Utility Maximization

8. Consumer Preference Theory Begg et al 2003 Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Simple Economic Model of Consumer Preference

9. The Attribute Model Lancaste 1966 Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Behavior Preferences Price of goods Available income Utility Maximization Values Attributes

10. Rational Choice Information Preferences (exogenous to the model) Individualism Egoism  Need for sufficient information  Need for internalization of social costs Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

11. Against Rational Choice Bounded Rationality Mental shortcuts: habits, routines, cues, heuristics, etc  Automaticity Emotion Morality Social context Society (against individual) Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

12. Adjusted Expectancy Value Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

13. Adjusted Expectancy Value Fishbein 1973 Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Expected Outcomes Behavior Values of the Outcomes Rationality

14. Simple Expectancy-Value Attitude Theory Beliefs about the characteristics of the product (Expectations) Consumer’s evaluation of the characteristics (Values) Consumer’s overall attitude towards the product Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

15. Means-End Chain Theory Gutman 1982, Reynolds & Gutman 1988 Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Consequences Attributes Value Consumer Goals Behavior

16. Theory of Reasoned Action (TRA) Ajzen & Fishbein 1980 Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

17. Theory of Planned Behavior Ajzen 1991 Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Perceived Behavioral Control (PBC) Personal Experiences Modeling Self-Efficacy Bandura (1977, 1982)

18. Moral and Normative Conduct Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

19. Ecological Value Theory Schwartz 1973, 1977 Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Behavior Biospheric Values Moral Values Pro-social Values

20. Ecological Value Theory Schwartz 1973, 1977 4 key difficulties in ecological value theory:  Attitude-Behavior gap (Value-Action gap)  Fundamental attribution error: Dispositional influences (like attitude or values) / contextual or situational variables ???  Instability of individual values across different contexts and situations  Values change according to context or situation Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

21. Norm Activation Theory Schwartz 1977, 1992 Pro-social Behaviors: Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

22. Value Belief Norm Theory Stern et al 1999, Stern 2000 Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories New Environmental Paradigm Awareness of Consequences Ascription of Responsibility Personal Norm

23. The Focus Theory of Normative Conduct Cialdini et al 1990, 1991 Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Descriptive NormInjunctive Norm Behavior Context

24. The Matter of Habit Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

25. The Matter of Habit Difficulties: Intention Motivation Relation between social practices and policy

26. Cognitive effort-control, automaticity Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Controlled cognitive ProcessesAutomatic Processes Routines Habits Heuristics Learning Procedural Rationality Simon 1957

27. Cognitive effort-control, automaticity Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Controlled cognitive Behavior Automatic Behavior 1- Involvement of the decision-maker in the process (the level of importance) 2- Perceived complexity of the decision task 3- Degree of constraint imposed by the decision (time, cognitive capacity, access to knowledge, etc)

28. Automaticity Disadvantages: Stability in change of context The reinforcement of habits by short- run rewards and incentives => counter intentional habits Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

29. Framing, Priming and bias Advantage: Frame the situation to bias the consumer Difficulty: Different responds to situational cues Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Framing of a situation Unconscious cues Behavior Procedural Rationality Simon 1957

30. Sociality and self Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

31. The Social Symbolic Self Mead (1934, 1956), Blumer 1969 Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Conversation of significant gestures (Social Conversation) Self negotiation and internalization of values, attitudes and beliefs of the social group Negotiation and perpetuation of culture Symbolic Meanings Social interaction Negotiation of the meanings Interpretative process Behavior

32. Symbolic Self Completion Elliott and Wattanasuwan 1998 Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

33. Self, attitude and behavior The effect of self-identity on intention Sparks and Shepherd (1992) Internal feelings of discomfort motivate people to reduce inconsistencies Festinger’s (1957) cognitive dissonance theory Positive attitude toward one pro-environmental behavior  Positive attitude toward another pro-environmental attitude (positive spillover) Thøgersen (1999) direct influence of behavior on the attitude Thøgersen and Ölander (2002) priority of behavior to the attitudes Bem (1972) => policy: changing the behavior leads to changing the attitudes Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Spillover effects

34. Own Other ActualPotential Ideal Ought Ideal-OwnOught-OwnActual-Own Ideal-OtherOught-OtherActual-Other Self discrepancy theory Higgin (1987) Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Discrepancy can arise between any two different kinds of self-concept Example: advertisement to make discrepancy: “what does your house say about you?”

35. Social Identity theory Wetherell (1982), Tajfel & Turner (1979), … Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Society Social group Social Identity Favoring the in-group Discrimination against out-groups => behavioral change must occur at collective and social level Self Self-esteem process Other social groups effect Inter-group competition

36. Social Identity theory Wetherell (1982), Tajfel & Turner (1979), … Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Social change

37. Social Identity theory Wetherell (1982), Tajfel & Turner (1979), … Consumer behavior: Social norms Changing salience of social norms Similar theories: Bourdieu(1984) Consumer goods  distinctive social identities Douglas (1997) coherence of the group  protest against other cultures, … => difficulty in policy Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

38. Cultural Theory Thompson (1990), Douglas (1966, 1970), … Group and grid => 4 types of organization and cultural type & 4 types of individual Type of organization  Type of rationality => Different policies according to different cultural types Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

39. Integrative theories of consumer behavior Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

40. Structuration and social practices Agency/structure Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

41. Structuration theory Giddens (1976, 1984) Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Recursiveness Reflexivity Social interactionIndividual subjectivityregionalization Social Institutions Practical consciousness Discursive consciousness => Policy: raising the routine behaviors from the level of practical consciousness to discursive consciousness

42. Consumption as Social Practices Spaargaren and van Vliet 2000 Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

43. Attitude-Behavior-Context (ABC) Model Stern (2000) and his colleagues Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories Context Behavior Attitude

44. Theory of Inter-Personal Behavior Triandis (1977) Injunctive norm Social group Expectations of the individual Individual’s expectations of himself (~ ought own) Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

45. The motivation-opportunity -abilities (MOA) model Ölander and Thøgersen (1995). Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

46. Theory of trying Bagozzi (2002) Rational Choice Adjusted Expectancy Value Moral and Normative Conduct The Matter of Habit Sociality and Self Integrative Theories

47. Conclusion Egoism Altruism Emotion AutomaticityMotivation Environment Society