Determinants of sustainability behaviours in young adults

Abstract

The purpose of this study is to analyse the determinants behind sustainable behaviours in young adults. A conceptual model was created with four constructs based on personal and social drivers and tested through a survey with 156 participants. Three analyses were conducted for the following samples: young adults, students and employed. The results indicate that consumer specific awareness, price-quality-sustainability trade-off and subjective norms are statistically relevant determinants for pro-environmental behaviour. Furthermore, the model was more suitable for employed than for students and young adults. Sustainable behaviours could be leveraged by more communication on the environmental impacts of products and consumption habits.