Consumer capability and sustainable consumer behavior: applying the transtheoretical model of behavior change (TTM)

Consumer capability refers to the ability to apply relevant knowledge and perform desirable behavior for achieving wellbeing. Previous research reveals that consumer behavior is more important than knowledge to indicate consumer capability. How to motivate individual consumers to engage in consumption activities that contribute to sustainable development? This is the question this conceptual paper attempts to address. This paper proposes a definition of sustainable consumer behavior and applies a theory-based, conceptual framework to develop action-taking programs in sustainable consumption education. Sustainable consumer behavior is defined as consumer acts that consider current and future interests of themselves and others when they purchase and use market goods. The behavior change theory used here refers to the transtheoretical model of behavior change (TTM), a commonly used behavior change theory in health and finance. The paper demonstrates how to facilitate the development of sustainable consumer behavior in education intervention programs based on principles outlined in TTM with specific examples. Implications for policies and future research are also discussed.