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Nachhaltiges Konsumentenverhalten

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Wirtschaftspsychologie

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Zusammenfassung

Das Thema Nachhaltigkeit ist für den Bereich der Wirtschaftspsychologie von hoher Relevanz. Nachhaltigkeit ist untrennbar mit Konsum, heutiger und zukünftiger Generationen, verbunden. Hierbei gilt es, umweltbewusste, soziale und ökonomische Perspektiven zu vereinen. Die Psychologie liefert dabei für alle drei Perspektiven Erklärungsansätze, warum die Umsetzung nachhaltiger Prinzipien für den Menschen und für Organisationen eine Herausforderung ist und gibt Hinweise, welche Faktoren die erfolgreiche Umsetzung nachhaltiger Prinzipien fördern könnten. In diesem Kapitel werden zunächst einige zentrale theoretische Ansätze der Psychologie beleuchtet, die hinsichtlich nachhaltigen Konsums ein erklärendes Potenzial aufweisen. Anschließend werden spezifischere stabile menschliche Merkmale sowie situative Faktoren in ihrem Einfluss auf nachhaltiges Konsumverhalten betrachtet. Hierdurch soll einerseits das Verständnis des Menschen als (nicht-)nachhaltig handelndes Wesen vertieft und andererseits dargestellt werden, wie Veränderungen hin zum nachhaltigen Verhalten angestoßen werden können.

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  1. Lehrstuhl für Marketing und Markenmanagement, Universität zu Köln, Albertus-Magnus-Platz, 50923, Köln, Deutschland

    Magdalena Bekk

  2. Fakultät für Wirtschaftspsychologie, Hochschule für angewandtes Management, Am Bahnhof 2, 85435, Erding, Deutschland

    Matthias Spörrle Prof. Dr.

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  1. Lehrstuhl für Psychologie, insbes. Wirtschafts- und Sozialpsychologie, Friedrich-Alexander-Universität Erlangen-Nürnberg, Nürnberg, Germany

    Klaus Moser

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Spörrle, M., Bekk, M. (2015). Nachhaltiges Konsumentenverhalten. In: Moser, K. (eds) Wirtschaftspsychologie. Springer-Lehrbuch. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-43576-2_16

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