Determinants of Sustainable Consumption Behaviour and Their Implications for Start-up Business Development

Mohammadkhani Elahe (2026) Determinants of Sustainable Consumption Behaviour and Their Implications for Start-up Business Development. In: Clocks Can Be Stopped, Tipping Points Cannot. Budapesti Gazdaságtudományi Egyetem, Budapest, Magyarország, pp. 1-16. ISBN 978-615-6886-34-7

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Abstract

This study examines the determinants of sustainable consumption behaviour and their implications for start-up support. Drawing on existing literature, this research focuses on four key factors – environmental awareness, price sensitivity, social influence, and green trust –, and examines their effects on green consumption behaviour as well as their subsequent impact on start-up development. Survey data from 81 respondents were collected from a consumer perspective complemented by qualitative insights from an interview. The results show that environmental awareness and green trust have significant positive effects on green consumption behaviour, while price sensitivity has a strong negative effect. In contrast, social influence was found to have no significant effect. Furthermore, green consumption behaviour was shown to have a positive effect on start-up support. These findings highlight the importance of affordability and trust in promoting sustainable consumption, while also showing that environmentally conscious consumers are more likely to support start-up businesses. This study contributes to the literature by linking sustainable consumption behaviour to entrepreneurial outcomes and provides practical insights for start-ups, marketers, and policymakers

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Budapesti Gazdaságtudományi Egyetem

Mű típusa:	Könyv része
Szerző publikációban használt neve:	Publikációban használt név ORCID MTMT szerző azonosító Mohammadkhani Elahe
Kulcsszavak:	sustainable consumption, green behaviour, price sensitivity, green trust, start-ups
Felhasználó:	Kinga Eszenyi-Bakos
DOI azonosító:	https://doi.org/10.29180/978-615-6886-34-7_4
Rekord készítés dátuma:	2026. Aug. 19. 11:42
Utolsó módosítás:	2026. Aug. 19. 11:42
URI:	https://publikaciotar.uni-bge.hu/id/eprint/2681

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