| Abstract [eng] |
In November 2022, as the population of our planet crossed the 8 billion mark and continues to grow, so do consumers personal needs and general consumption, which leads to increasing environmental pollution, the amount of waste generated, excessive consumption of natural resources, etc. From a business perspective, sustainability in their operations is currently a major competitive advantage, for this reason more and more companies are trying to run their operations as sustainably as possible. Although the attention to environmental protection is slightly increasing among certain user groups in the world, various sustainability projects and actions are also implemented and financially supported at the initiative of business representatives themselves, but the growing population overshadows these activities. Climate change worries scientists, who discuss about it more and more often, this is also noticeable in the scientific literature, because the topics of sustainability (at the individual level) are currently particularly relevant among researchers. They are looking for ways to motivate users to change their behaviour to more sustainable and environmentally friendly way. A number of studies related to the search for antecedents of consumer behaviour have been carried out, so far it has been empirically proven that intentions influence behaviour. However, it is necessary to look for more behavioural factors, because the future of our planet also depends on consumer behaviour. To date, there have been few studies related to lifestyle and even fewer studies that have analyzed healthy and sustainable lifestyles (LOHAS). One of the ways to find out the relations between sustainable consumption and behaviour of consumers is to identify lifestyle influence to sustainable consumption behaviour, in order to further promote sustainable consumption, reduce the damage to the environment, caused by people. One of the ways of more sustainable consumption could be the sharing economy, which is becoming popular among consumers. |
