Shifting Habits Toward Sustainability: An Exploratory Research

A worldwide environmental concern has taken place mid-way through the 20th century with the discovery of a triple planetary crisis (global warming, natural resources depletion and pollution) menacing the existence of human civilization. To face this distress, a governed form has taken place with the creation of the United Nations Environmental Program (UNEP) in 1972, setting sustainable goals “using science, diplomacy and public outreach” (Lin & Hsu, 2015; Palacios‐González & Chamorro‐Mera, 2021; UNEP, 2022). Ever since, substantial efforts have been made on different scales to maintain the ecosystem. Governments have taken actions to encourage citizens to shift toward a more sustainable lifestyle, yet the UNEP are still far from meeting their “Sustainable Development Goals” because of large disengagement on the individual-level (Gifford & Nilsson, 2014). Therefore this paper is set with the objectives of explaining the process of behavioral change and identifying its determinants and motives in hopes of encouraging sustainable consumerism. Specifically, we address the impact of consumption habits on the intention-behavior gap and explore potential habit-breaking strategies and environmental cues to overcome it. The complex nature and dynamics of the environmental context in which consumers are situated have led them to adjust their attitudes and behaviors accordingly.