Perceived Consumer Effectiveness
We define perceived consumer effectiveness as a consumer’s estimate of his or her ability to contribute to specific sustainable development-related outcomes through specific behaviors.
A consumer may be very concerned about a particular societal issue and at the same time feel helpless about being able to help solve this issue through his or her own behaviors. For example, many people in the European Union (EU) are concerned about climate change (European Commission 2015), but the feeling that there is little one can personally do about the issue can be a constraint for individual engagement with climate change (Lorenzoni et al. 2007). The term perceived consumer effectiveness(PCE) broadly refers to a consumer’s level of confidence in being able to bring about outcomes that he or she personally values and wants...
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