TY - JOUR A1 - Balderjahn, Ingo A1 - Peyer, Mathias A1 - Seegebarth, Barbara A1 - Wiedmann, Klaus-Peter A1 - Weber, Anja T1 - The many faces of sustainability-conscious consumers BT - a category-independent typology JF - Journal of Business Research N2 - Responding to the global call for a "sustainable economy" requires meaningful insights into sustainability-conscious consumers and their actual buying behaviors. Sustainable consumption is not an all-or-nothing phenomenon because it encompasses several distinct behavioral patterns and consumption types. Therefore, companies are well advised to recognize multiple types of sustainability-conscious consumers with different expectations, attitudes, and values and to implement targeting strategies that do not rest on the assumption of homogeneity. Thus, the objective of this study is to provide a more fine-grained picture of (un)sustainable consumer segments and their differentiated effects in different product markets. Based on three large datasets, we create a robust six-segment typology of consumer consciousness regarding sustainable consumption. By using panel data on actual purchases, the results show not only that sustainability concerns significantly positively influence actual sustainable purchases, as expected, but also that sustainable buying can occur independently of sustainability concerns. KW - Sustainability KW - Consumer typology KW - Consciousness regarding sustainable KW - consumption KW - Purchasing panel data KW - Human values Y1 - 2018 U6 - https://doi.org/10.1016/j.jbusres.2018.05.022 SN - 0148-2963 SN - 1873-7978 VL - 91 SP - 83 EP - 93 PB - Elsevier CY - New York ER - TY - JOUR A1 - Ziesemer, Florence A1 - Hüttel, Alexandra A1 - Balderjahn, Ingo T1 - Anti-Consumption JF - Sustainability N2 - Transcending the conventional debate around efficiency in sustainable consumption, anti-consumption patterns leading to decreased levels of material consumption have been gaining importance. Change agents are crucial for the promotion of such patterns, so there may be lessons for governance interventions that can be learnt from the every-day experiences of those who actively implement and promote sustainability in the field of anti-consumption. Eighteen social innovation pioneers, who engage in and diffuse practices of voluntary simplicity and collaborative consumption as sustainable options of anti-consumption share their knowledge and personal insights in expert interviews for this research. Our qualitative content analysis reveals drivers, barriers, and governance strategies to strengthen anti-consumption patterns, which are negotiated between the market, the state, and civil society. Recommendations derived from the interviews concern entrepreneurship, municipal infrastructures in support of local grassroots projects, regulative policy measures, more positive communication to strengthen the visibility of initiatives and emphasize individual benefits, establishing a sense of community, anti-consumer activism, and education. We argue for complementary action between top-down strategies, bottom-up initiatives, corporate activities, and consumer behavior. The results are valuable to researchers, activists, marketers, and policymakers who seek to enhance their understanding of materially reduced consumption patterns based on the real-life experiences of active pioneers in the field. KW - social innovation KW - sufficiency KW - collaborative consumption KW - expert interview KW - consumer behavior KW - sustainability KW - innovation policy KW - governance for sustainable development KW - consumer education Y1 - 2019 U6 - https://doi.org/10.3390/su11236663 SN - 2071-1050 VL - 11 IS - 23 PB - MDPI CY - Basel ER - TY - JOUR A1 - Hüttel, Alexandra A1 - Ziesemer, Florence A1 - Peyer, Mathias A1 - Balderjahn, Ingo T1 - To purchase or not? BT - Why consumers make economically (non-)sustainable consumption choices JF - Journal of Cleaner Production N2 - Although ecologically and socially responsible consumption helps to reduce the harmful effects of resource use for both nature and society, all types of consumption (whether green or fair) deplete valuable resources. At the same time, to maintain household financial sustainability, spending should not exceed a household's financial resources. Thus, economically sustainable consumption is related to the consumer's decision to not buy products and the disposition to forgo specific purchases. Based on a means-end chain approach, this study investigates consumer cognitive decision-making structures related to six distinct options for economically (non-)sustainable consumption. Whereas saving motives, waste concerns, and avoidance motivations support economically sustainable decisions, economically non-sustainable decision-making is directly linked to attaining overall life goals. By clustering respondents based on the elicited means-end chains, the study discloses four consumer groups with distinctive motivational structures. The study also reveals several obstacles to promoting economic sustainability, indicates methods to overcome such obstacles, and suggests avenues for future research. KW - Economically sustainable consumption KW - Consumer decision-making KW - Means-end chain theory KW - Collaborative consumption KW - Voluntary simplicity KW - Frugal consumption Y1 - 2017 U6 - https://doi.org/10.1016/j.jclepro.2017.11.019 SN - 0959-6526 SN - 1879-1786 VL - 174 SP - 827 EP - 836 PB - Elsevier CY - Oxford ER - TY - JOUR A1 - Ziesemer, Florence A1 - Hüttel, Alexandra A1 - Balderjahn, Ingo T1 - Young people as drivers or inhibitors of the sustainability movement BT - the case of anti-consumption JF - Journal of consumer policy : consumer issues in law, economics and behavioural sciences N2 - As overconsumption has negative effects on ecological balance, social equality, and individual well-being, reducing consumption levels among the materially affluent is an emerging strategy for sustainable development. Today's youth form a crucial target group for intervening in unsustainable overconsumption habits and for setting the path and ideas on responsible living. This article explores young people's motivations for engaging in three behavioural patterns linked to anti-consumption (voluntary simplicity, collaborative consumption, and living within one's means) in relation to sustainability. Applying a qualitative approach, laddering interviews reveal the consequences and values behind the anti-consumption behaviours of young people of ages 14 to 24 according to a means-end chains analysis. The findings highlight potential for and the challenges involved in motivating young people to reduce material levels of consumption for the sake of sustainability. Related consumer policy tools from the fields of education and communication are identified. This article provides practical implications for policy makers, activists, and educators. Consumer policies may strengthen anti-consumption among young people by addressing individual benefits, enabling reflection on personal values, and referencing credible narratives. The presented insights can help give a voice to young consumers, who struggle to establish themselves as key players in shaping the future consumption regime. KW - Voluntary simplicity KW - Collaborative consumption KW - Sustainable KW - consumption KW - Means-end chain analysis KW - Laddering interviews KW - Youth Y1 - 2021 U6 - https://doi.org/10.1007/s10603-021-09489-x SN - 0168-7034 SN - 1573-0700 VL - 44 IS - 3 SP - 427 EP - 453 PB - Springer CY - New York ER - TY - JOUR A1 - Hüttel, Alexandra A1 - Balderjahn, Ingo T1 - The coronavirus pandemic BT - a window of opportunity for sustainable consumption or a time of turning away? JF - The Journal of consumer affairs N2 - As a means to preserve present and future generations' living conditions, sustainable consumption presents a route to the enhanced well-being of individuals. However, the occurrence of the COVID-19 pandemic raises the question of whether society is going to continue down a path of increased awareness of sustainable consumption or whether the pandemic will move people to focus more on themselves. Based on data gathered before and near the end of the first pandemic lockdown in Germany in spring 2020, this research demonstrates that ecological, social, and voluntary simplicity consciousness deteriorated in the minds of sustainability-conscious consumers, with notable impacts on their willingness to spend sustainably and their shopping affinity. Furthermore, we identify segments that show particular vulnerability to the lockdown by reacting with a decrease in their ecological consumption consciousness. This study concludes with a discussion of the pandemic's implications for the spread of sustainable consumption styles and human well-being. KW - coronavirus pandemic KW - intervention study KW - sustainable consumption KW - well-being Y1 - 2022 U6 - https://doi.org/10.1111/joca.12419 SN - 1745-6606 VL - 56 IS - 1 SP - 68 EP - 96 PB - Wiley CY - Hoboken ER - TY - BOOK A1 - Balderjahn, Ingo T1 - Grundgedanken und Beispiele zur Entwicklung von Leitbildern für Städte N2 - Inhalt: Grundgedanken zur Entwicklung von Leitbildern -Leitbilder im Kontext eines Stadtmarketingkonzeptes -Ein Modell zur Entwicklung von Leitbildern -Das Leitbild als ein Element der Entwicklung eines Stadtmarketing- Konzepts -Funktion von Leitbildern -Anforderungen an Leitbilder Beispiele zur Leitbildentwicklung für die Städte Hennigsdorf und Potsdam T3 - Vortragsreihe / Lehrstuhl für Betriebswirtschaftslehre mit dem Schwerpunkt Marketing - 9 Y1 - 1998 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:kobv:517-opus-9283 ER - TY - JOUR A1 - Hüttel, Alexandra A1 - Balderjahn, Ingo A1 - Hoffmann, Stefan T1 - Welfare beyond consumption BT - the benefits of having less JF - Ecological economics N2 - In developed regions worldwide, so-called anti-consumers are increasingly resisting high-level consumption lifestyles or shifting to alternative forms of consumption. A general reduction in consumption levels is considered necessary to attain global sustainability goals. However, knowledge regarding the factors driving people to deliberately consume less and how anti-consumption affects individuals' well-being is limited. Against this background, this study considers the influence of human values and the well-being effects of two types of anti-consumption: voluntary simplicity and collaborative consumption. Based on representative data from the US (N = 1075) and Germany (N = 1070), the findings show that the two anti-consumption types do not reduce the well-being of individuals' but in some cases, even improve it, which suggests that lowering consumption can not only help protect environmental resources but also serve the greater good of society. In particular, this relationship holds among collaborative consumers with a strong need for cognition, i.e., a cognitive thinking style that involves a high level of decision control. According to the study results, opposite value orientations are the drivers of voluntary simplicity and collaborative consumption (i.e., a focus on self-transcendence versus self-enhancement). These findings are comparable in both countries; however, the strength of the effects differs. KW - anti-consumption KW - subjective well-being KW - voluntary simplicity KW - collaborative consumption KW - human values KW - need for cognition Y1 - 2020 U6 - https://doi.org/10.1016/j.ecolecon.2020.106719 SN - 0921-8009 SN - 1873-6106 VL - 176 PB - Elsevier CY - Amsterdam ER - TY - GEN A1 - Ziesemer, Florence A1 - Hüttel, Alexandra A1 - Balderjahn, Ingo T1 - Pioneers’ insights into governing social innovation for sustainable anti-consumption T2 - Postprints der Universität Potsdam Wirtschafts- und Sozialwissenschaftliche Reihe N2 - Transcending the conventional debate around efficiency in sustainable consumption, anti-consumption patterns leading to decreased levels of material consumption have been gaining importance. Change agents are crucial for the promotion of such patterns, so there may be lessons for governance interventions that can be learnt from the every-day experiences of those who actively implement and promote sustainability in the field of anti-consumption. Eighteen social innovation pioneers, who engage in and diffuse practices of voluntary simplicity and collaborative consumption as sustainable options of anti-consumption share their knowledge and personal insights in expert interviews for this research. Our qualitative content analysis reveals drivers, barriers, and governance strategies to strengthen anti-consumption patterns, which are negotiated between the market, the state, and civil society. Recommendations derived from the interviews concern entrepreneurship, municipal infrastructures in support of local grassroots projects, regulative policy measures, more positive communication to strengthen the visibility of initiatives and emphasize individual benefits, establishing a sense of community, anti-consumer activism, and education. We argue for complementary action between top-down strategies, bottom-up initiatives, corporate activities, and consumer behavior. The results are valuable to researchers, activists, marketers, and policymakers who seek to enhance their understanding of materially reduced consumption patterns based on the real-life experiences of active pioneers in the field. T3 - Zweitveröffentlichungen der Universität Potsdam : Wirtschafts- und Sozialwissenschaftliche Reihe - 116 KW - social innovation KW - sufficiency KW - collaborative consumption KW - expert interview KW - consumer behavior KW - sustainability KW - innovation policy KW - governance for sustainable development KW - consumer education Y1 - 2019 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:kobv:517-opus4-439404 SN - 1867-5808 IS - 116 ER - TY - JOUR A1 - Balderjahn, Ingo A1 - Oloko, Shamsey T1 - On the Moral Value of Cause related Marketing JF - Marketing : ZFP Y1 - 2011 SN - 0344-1369 VL - 33 IS - 2 SP - 159 EP - 170 PB - C. H. Beck CY - München ER - TY - JOUR A1 - Balderjahn, Ingo A1 - Peyer, Mathias A1 - Paulssen, Marcel T1 - Consciousness for fair consumption : conceptualization, scale development and empirical validation JF - International Journal of Consumer Studies N2 - Sustainable consumption means that consumers act in an environmentally and socially responsible manner. Compared with the vast amount of studies concerning environmentally conscious consumer behaviour, relatively little is known about socially conscious consumption. The present paper focuses on fair consumption as an important aspect of social consumption. In our study, consciousness for fair consumption (CFC) is defined as a latent disposition of consumers to prefer products that are produced and traded in compliance with fair labour and business practices. A scale to measure CFC was conceptualized and tested in three independent empirical studies. Two studies were conducted at European universities (2010 and 2012) and used 352 and 362 undergraduate business students respectively. The third study, conducted in 2011, used 141 employees at a European university. The results confirmed the reliability and validity of the new CFC scale across samples. While being moderately related to other aspects of sustainable consumption such as ecological concern and moral reasoning, CFC was significantly distinct from those concepts. Most importantly, it was established that the CFC, as measured by the new CFC scale, is a strong determinant of consumption of fair trade products that has been neglected in existing research. Y1 - 2013 U6 - https://doi.org/10.1111/ijcs.12030 SN - 1470-6431 SN - 1470-6423 VL - 37 IS - 5 SP - 546 EP - 555 PB - Wiley-Blackwell CY - Oxford ER -