How to maintain sustainable consumer behaviours: A systematic review and future research agenda

Maintaining sustainable consumer behaviours is necessary for both mitigating environmental problems and the success of businesses. However, to date, focus mainly on motivation-adoption link (i.e., how motivate behaviours) rather than adoption-continuance maintain those behaviours). This study addresses between sustainability adoption continuance, through a structured literature review. Specifically, this synthesizes what (and not) known about post-adoption (continuance) stage journey, by reviewing integrating results 87 articles. review has three key outcomes. First, it elaborates importance distinction continuance stage, which predicted set different ‘evolving’ factors, compared with motivation initial adoption. Second, components are identified grouped under (I) cognitive perceptions, (II) emotional outcomes, (III) subsequent behavioural patterns (dis)continuance, spillover, advocacy, loyalty habit formation. Third, introduces concept behaviour continuity discusses theoretical relationships in conceptual framework. Finally, identifies knowledge gaps provides research directions as well implications theory practice.