Triggering Factors of Consumer Behavior to Sustainable Consumption : Research of Carsharing in Jonkoping

Abstract: Purpose: To explore and reveal specific factors that affect consumers’ environmental concern, attitude and intention to use carsharing. Background: Due to the current environmental problems especially air pollution, the consumption of sustainable products has developed to be an upcoming trend. Consumers are increasingly concerned of the environmental issues and are more willing to act on those concerns. However, this willingness is not always translated into sustainable consumer behavior due to different reasons such as availability, affordability, convenience, product performance, skepticism and force of habit. One of the examples of sustainable consumption is carsharing which is often referred to as an alternative to owning a car. The service is eco labeled and all the cars in the fleet are driven on alternative and environmentally friendly fuel. Carsharing in Sweden is not so developed as in other European countries and companies which provide this service predominantly turns to business companies and municipalities. There is quite little research conducted when it comes to carsharing use by private households. The main focus of this study is to look at carsharing as a part of the sustainable consumption, studying consumers’ environmental concern, attitude and intention to use carsharing. Method: In order to answer the purpose a deductive approach has been applied where the data was collected through the questionnaires. Theories and previous research has been used in order to form the hypothesis which later has been tested. The data retrieved through the research has been processed and analyzed using SPSS software. Conclusion: The results show that personal environmental concern has an influence on attitude and intention to use carsharing. Control beliefs and behavioral beliefs have a stronger impact on formation of attitude and intention compare to normative beliefs which has a low impact. Perceived consumer effectiveness has a strong impact on intention to sustainable behavior where respondents believe that carsharing can contribute to a better environment. Government regulations and information about the service are strong triggering factors for intention to use carsharing. The study showed that consumers have insufficient amount of information about carsharing service and indicate that local authorities and government should provide incentives in order to facilitate usage of this service.