Life Events and Sustainable Consumption:

Abstract: In today’s society, the concern for the environment is increasing and consumption is one of the biggest distresses. At the same time there is a possibility to catch consumers in life changing events, where there exist a chance of changing consuming habits and behaviour, which may include more sustainable choices. Hence, the aim of this paper is to increase the understanding of how the negotiations in everyday life regarding sustainable consumption are affected by the priorities of having children. The findings denote that individuals tend to think more about the environment when becoming a parent. This study investigates the life-changing event of parenthood and sustainable consumption behaviour. It contributes with insights how companies and organisations can reach customers in moments in life and make them consume more sustainable.