Meanings and Motives for Consumers’ Sustainable Actions in the Food and Clothing Domains

摘要: The concept of sustainability has been widely discussed in the public arena by entities and companies; however, consumers express inconsistency confusion around meaning sustainability. This study aims to provide insights into consumers’ associations with general within two behavioural domains that represent daily necessities (i.e., food clothing), addition exploring motivational drivers behind sustainable behaviours. A total 23 semi-structured interviews were conducted young Denmark address this aim. Consumers perceived as complex mainly related it environmental aspects, whereas social economic aspects less emphasised. interviewees used examples behaviours, which cover whole consumption-cycle, when interpreting had various motivations engage behaviours these varied stage consumption-cycle domain. displayed external motivation (e.g., save money, better taste), introjected impress others, self-consciousness), internalised reflection self) even intrinsic pure interest) different types or clothing across consumption-cycle. Different drove same behaviour, suggesting potential synergies internal conflicts.