Obstacles and opportunities for sustainable consumption: A comprehensive conceptual model, literature review, and research agenda

Journal of Consumer Psychology · 2025 · Volume 35 · Issue 4

Abstract

Meaningful shifts in consumption habits are essential to mitigate climate change and reduce global environmental degradation. Yet, despite the climate urgency and growing consumer concerns, the widespread adoption of sustainable behaviors has proven difficult. Why is this the case? How has the growing interdisciplinary field of sustainable consumption contributed to this debate? And where are the knowledge gaps? Guided by a comprehensive conceptual model, this article (a) delves into the keymarket,individual, and societalobstacles that hinder consumers from adopting more environmentally sustainable behaviors, (b) explores how practitioners and policymakers can help consumersminimizeorcircumventthese deterrents, and (c) highlights the pressing gaps in the literature, offering a roadmap for advancing our understanding of how to promote sustainable practices across the consumer journey—from search and purchase to usage and disposal.

Keywords

green behavior, pro-environmental behavior, sustainability, sustainable consumer behavior, sustainable consumption

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