Consuming to Conserve: A Multilevel Investigation of Sustainable Consumption

As the world grapples with ever-worsening specter of climate change, it becomes important for various nations/governments to develop mitigating measures. One ways ebb march decline is educate population in respective countries about sustainable consumption that reduces carbon emissions. While prior research has explored key factors several industries, such as consumer knowledge and personal norm, played relatively little attention them macro-level variables level post-materialism innovation. To this end, we study interplay between individual-level national-level using a hierarchical linear model on consumers’ perceived value products subsequent behavior. We used dataset from World Value Survey, which includes over 34 thousand respondents covering 40 different nations. The finding suggests differences are explained by factors. Post-materialist societies were willing make financial sacrifices consumption. Our findings also emphasize factor Green Innovation modifies relationship Preserved Sustainable Consumption at individual-level. not only sharpen our sustainability view, but provide useful guidelines policymakers promote emphasizes behavior consequence multilevel