Fostering sustainable consumer behavior: a review

Practicing sustainable consumption implies exploring ways to meet human needs and desires without depletion of limited natural resources. This study makes an attempt to study various factors which stimulates sustainable consumer behavior. Identification of major factors is of paramount importance for coming out with long-term enduring solutions to handle sustainability. Marketers’ have a key role to play in influencing sustainable consumption because devising marketing strategies involve making assumptions about consumer behaviour. This paper makes an attempt to delineate factors influencing sustainable consumer behaviour and provide implications for marketers who have a significant role to play in ensuring sustainability.