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Sustainability 2018, 10(8), 2811;

Modeling the Social Factors That Determine Sustainable Consumption Behavior in the Community of Madrid

Business Development Marketing Area, Technological University of Querétaro, Pie de la Cuesta 2501, Unidad Nacional, 76148 Querétaro, Mexico
Department of Financial Economics, Accounting and Operation Management, University of Huelva, Plaza la Merced 11, 21071 Huelva, Spain
Business Department, University Rey Juan Carlos, Paseo de los Artilleros, 28032 Madrid, Spain
Author to whom correspondence should be addressed.
Received: 11 July 2018 / Revised: 23 July 2018 / Accepted: 1 August 2018 / Published: 8 August 2018
(This article belongs to the Special Issue Conscious Consumption)
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This paper defines the social factors that determine sustainable behavior and identifies the elements that promote such behavior. These factors are external from the individual and causal regarding sustainable behavior, an area that receives little attention in literature. It uses a theoretical model, based on existing research, which is tested through a questionnaire with 26 indicators adapted to the Spanish context. In an initial analysis, this model proposed, as determining social factors in the CCS, aspects such as government action, social pressure, influence of the social environment, demographic variables (age, gender, education level), education and information, and market conditions. Finally, it was concluded that 43.4% of the variance of the endogenous latent variable (SCC) can be explained only by three exogenous latent constructions: environmental influences (in particular the influence of family and friends, as well as that generated by cultural factors such as traditions), education and information (specifically related to information on sustainability and the effects of personal consumption on the environment), and market conditions (referring to the positive perception of sustainable products by consumers, including their willingness to pay higher prices than those of conventional products). The rest of the exogenous variables did not have a significant relationship with the endogenous variable. These results are very useful for government institutions, companies that operate in the sector and pro-environmental and pro-social groups, that knowing what motivates people to adopt this form of behavior can design relevant strategies to get positive answers about the environment, the economy and the society. View Full-Text
Keywords: sustainable consumer behavior; sustainability; ecology; social factors; PLS-SEM; structural equations sustainable consumer behavior; sustainability; ecology; social factors; PLS-SEM; structural equations

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Figueroa-García, E.C.; García-Machado, J.J.; Pérez-Bustamante Yábar, D.C. Modeling the Social Factors That Determine Sustainable Consumption Behavior in the Community of Madrid. Sustainability 2018, 10, 2811.

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