| Abstract [eng] |
Rapid population growth together with improving living standards is causing bigger and more rapid consumption of resources in industrial and individual areas. Unsustainable consumption patterns are negatively affecting our surroundings. In order to change this situation, it is important to change consumption behavior and this should involve both companies and consumers. However, the endeavor to involve consumers into sustainable consumption becomes a challenge caused by existing attitude–behavior gap. This problem is perceived as a basis to examine this topic, therefore, its relevance encourages to explore this topic theoretically and practically. Despite all the research that was done to reveal the factors and motives of sustainable consumption behavior, there is no empirical research that would include engagement construct. The importance of consumer engagement research is proven by marketing science and practice contexts, however, the topic of consumer engagement into sustainable consumption is considered as unexplored. It is thought that revealing determinants and their impact to consumer engagement into sustainable consumption would be beneficial to expansion of sustainable consumption and engagement theory. |
