Sustainable consumer behavioral change in lot: A value-action gap approach

Halal Marian (2021) Sustainable consumer behavioral change in lot: A value-action gap approach. In: Innovative Solutions for Sustainability - Day of Hungarian Science 2021 Conference Proceeding. Budapesti Gazdasági Egyetem, Budapest, Magyarország, pp. 71-83. ISBN 978-615-6342-20-1 (In Press)

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Official URL: https://doi.org/10.29180/9786156342201_5

Abstract

Based on James Blake (1999) value-action gap, the study will examine the factors that influence purchase decisions of sustainable packaged products. Further on, the paper will investigate Hungarian Gen Z views on sustainable consumerism. The author studies IoT applications in smart packaging and innovations that motivates sustainable consumerism. These are the three research questions: 1- What are the factors that influence purchase decisions in the case of eco-packaging? 2- What are the Hungarian Gen Z insight on eco-packaging and recycling 3-How IoT can assist in sustainable consumerism. Applied research was implemented in this study. In addition to, primary data used in an online survey. The study will conclude that Hungarian Gen Z is well educated about the subject of environmental behavior but like everyone they value their convenience and technology can assist in this regard. This research will motivate businesses to use IoT packaging applications and encourage consumers to behave greener. Product packaging plays an important role in plastic waste. Changing behaviors can be extremely challenging thus small smart applications can save our planet. Rarely do researcher flip the coin and study the IoT influence on consumer behavior. Mainly, IoT sustainable applications is only researched from the production side.