SFeDu
of.211, Gorgoko St., 88 
Rostov-on-Don
Russia
344002
+7 (863) 250-59-54
This email address is being protected from spambots. You need JavaScript enabled to view it.
te@sfedu.ru

TERRA ECONOMICUS

  • Home
  • Issues
  • 2025
  • No 4
  • Motivational and behavioral factors in the sustainable consumption practices among students

Motivational and behavioral factors in the sustainable consumption practices among students


TERRA ECONOMICUS, Vol. 23, No 4

Citation: Rozhdestvenskaia E.M., Malanina V.A., Krakovetskaya I.V., Pаntiouk I.V. (2025). Motivational and behavioral factors in the sustainable consumption practices among students. Terra Economicus 23(4), 37–49 (in Russian). DOI: 10.18522/2073-6606-2025-23-4-37-49

Acknowledgment: The study was carried out with the support of the Development Program of the National Research Tomsk State University (Priority-2030).

The theoretical foundations of sustainable consumption are a subject of ongoing debate. The aim of this study was to identify the factors influencing the development of sustainable consumption practices. Using correlation and regression analysis, we sought to gain a scientific understanding of the variables that influence the development of cultural practices of sustainable consumption among students of different universities. The study is based on the results of a survey of 183 young respondents aged 18-23 and 66 participants aged over 24. The survey participants were students from St. Petersburg, Minsk, Kaliningrad, Krasnoyarsk, Tomsk, Novosibirsk, and Yekaterinburg. The questionnaire consisted of three domains, which formed subindices of sustainable consumption practices (1) consumption of environmentally friendly products (2) motives for environmentally friendly behavior (3 the engagement in sustainable consumption. The average score for each of the sustainable consumption subindices was 11 out of a maximum of 20, and the average value of the integrated sustainable consumption index was 30 out of 60 points. The results showed that 24.6% of respondents’ engagement in sustainable practices can be explained by the consumption of environmentally friendly products and motives for green behavior. The hypothesis that age and gender influence pro-environmental consumer behavior was not confirmed. Awareness of the importance of pro-environmental behavior does not always translate into actions: the subindex for engagement in sustainable practices averaged 7 out of 20 points, while the subindex for motives for green consumption averaged 12 out of 20 points. High levels of motivation are not accompanied by concrete actions in resource conservation, waste sorting and recycling, and other sustainable practices.

Keywords: consumer culture; sustainable consumption; responsible consumption; social institutions; eco friendly behavior; ecological consumption
JEL codes: D11, 12, Q01


References:
  • Ananishnev, V., Voronin, A., Pronin, M., Brizhanina, T. (2023). Corporate social responsibility of business in Russia: From charity to natural technologies. Vestnik of the Plekhanov Russian University of Economics 20(2), 121–129 (in Russian)
  • Afanasyeva, M., Guzenko, N. (2021). The role of universities in environmental education of young people: Towards rational consumer demand and responsible behavior of manufacturers. Rostov State University of Economics (RINH) Bulletin (3), 76–81 (in Russian)
  • Denisova, E., Gosteva, A., Zotova, Yu. (2025). Rational consumption as an interdisciplinary 47 E.M. ROZHDESTVENSKAIA ET AL. / TERRA ECONOMICUS, 2025, 23(4), 37–49 phenomenon: Analysis of the history and prospects of research in the context of the formation of sustainable development models. Innovative science: Psychology, Pedagogy, Defectology 8(1), 68–76 (in Russian)
  • Kashapova, E., Klemasheva, E., Malanina, V., Rozhdestvenskaya, E. (2025). Analysis of digital consumption practices in Russian regions based on the index approach. Region: Economics and Sociology (2), 53–83 (in Russian)
  • Kashcheev, O., Usik, S., Vingert, A. (2021). Responsible consumption as a new paradigm of culture in modern society. Bulletin of Slavic Cultures 61, 127–135 (in Russian)
  • Lebedeva, D. (2025). Boycotts and purchases: Profiles of environmentally responsible consumers among residents of Russian cities. Monitoring of public opinion: economic and social changes (3), 108–133 (in Russian)
  • Pavlova, I., Gumennikov, I., Monastyrny, E. (2017). International integral indices as comparative macro-level methods in assessing the well-being of the older adults. Siberian Science Bulletin (1), 47–66 (in Russian)
  • Panova, E. (2022). Sustainable development as a basis for Russia’s environmental policy: concept and main characteristics. Proceedings of Higher Educational Establishments: Geology and Exploration (5), 9–23 (in Russian)
  • Primakov, V. (2019). Methodological foundations for interpreting the results of data analysis of empirical sociological research. Bulletin of the Moscow State Linguistic University. Social Sciences (2), 186–202 (in Russian)
  • Saginova, O., Zavyalov, D., Zavyalova, N. (2023). Formation of responsible consumption patterns. MIR (Modernization. Innovation. Development) 14(1), 146–160 (in Russian)
  • Timokhina, G., Mkhitaryan, S., Skorobogatykh, I., Koryagina, I., Lukina, A. (2022). Sustainable consumer behavior: A study through the prism of generational theory. MIR (Modernization. Innovation. Development) 13(3), 420–442 (in Russian)
  • Timokhina, G. (2024). Terminological diversity of the conceptual apparatus of consumer behavior in the context of sustainability. Creative Economy 8(12), 3325–3340 (in Russian)
  • Cherenkov, V., Karpova, S., Tanichev, A. (2022). Factors and metafactors of consumption regulation in the implementation of the concept of sustainable development. Problems of Modern Economy (4), 51–57 (in Russian)
  • Shabanova, M. (2015). Ethical consumption in Russia: Profiles, factors, and development potential. Voprosy Ekonomiki (5), 79–103 (in Russian)
  • Shabanova, M. (2017). Socially responsible consumption in Russia: Factors and potential for the development of market and non-market practices. Social Sciences and Modernity (3), 69–86 (in Russian)
  • Shabanova, M. (2023). Ethical consumption as a sphere of civil society in Russia: Factors and potential development of market practices. Sociological Research 24(1), 13–54 (in Russian)
  • Balaskas, S., Stamatiou, I., Komis, K., Nikolopoulos, T. (2025). Perceptions of greenwashing and purchase intentions: A model of gen Z responses to ESG-labeled digital advertising. Risks 13(8), 157. DOI: 10.3390/risks13080157
  • Borah, P., Dogbe, C., Marwa, N. (2024). Generation Z’s green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development? Business Strategy and the Environment 33(5), 4530–4546.
  • Cardoso, A., Silva, A., Pereira, M., Figueiredo, J., Oliveira, I. (2025). Sustainable consumption intentions among Portuguese university students: A multidimensional perspective. Sustainability 17(17), 7569. DOI: 10.3390/su17177569
  • Chaturvedi, I. (2018). Sustainable consumption: Scope and applicability of principles of international law. Chinese Journal of Environmental Law 2, 5–27.
  • Che, F., Kadir, J., Jaini, A., Misman, F. (2025). Green consumerism: adoption of eco-friendly bags among university students. Advanced international journal of business, entrepreneurship and SME’s 7(24). DOI: 10.35631/AIJBES.724005
  • Chen, C., Shahbaz, P., Haq, S. (2025). Transforming students’ green behavior through environmental education: The impact of institutional practices and policies. Frontiers in Psychology 15, 1–13. DOI: 10.3389/fpsyg.2024.1499781
  • Cherrier, H. (2012). Sustainability in practice: Exploring the objective and subjective aspects of personhood. Journal of Nonprofit & Public Sector Marketing 24(2), 247–267. DOI: 10.1080/10495142.2012.733639
  • Duarte, N., Pereira, C., Grzywińska-Rąpca, M., Kulli, A., Goci, E. (2025). Consumers’ knowledge and decisions on circularity: Albanian, Polish, and Portuguese perspectives. Environment, Development and Sustainability 27, 25465–25498. DOI: 10.1007/s10668-024-05077-4
  • El-Menawy, S. (2025). Sustainability-driven marketing education: assessing the role of perceived marketplace influence on consumption patterns in private Egyptian universities. Future Business Journal 11, 202. DOI: 10.1186/s43093-025-00631-6
  • Geels, F., Kern, F., Clark, W. (2023). Sustainability transitions in consumption production systems. Proceedings of the National Academy of Sciences 120(47), e2310070120. DOI: 10.1073/pnas.2310070120
  • Gilg, A., Barr, S., Ford, N. (2005). Green consumption or sustainable lifestyles? Identifying the sustainable consumer. Futures 37(6), 481–504.
  • Haider, M., Shannon, R., Moschis, G. (2022). Sustainable consumption research and the role of marketing: A review of the literature (1976–2021). Sustainability 14(7), 3999.
  • Kim, S.-Y., Yeo, J., Sohn, S. (2012). Toward a composite measure of green consumption: An exploratory study using a Korean sample. Journal of Family and Economic Issues 33(2), 199–214.
  • Kumar, B., Manrai, A., Manrai, L. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services 34, 1–9. DOI: 10.1016/j.jretconser.2016.09.004 49 E.M. ROZHDESTVENSKAIA ET AL. / TERRA ECONOMICUS, 2025, 23(4), 37–49
  • Lang, C., Wei, B. (2019). Convert one outfit to more looks: Factors influencing young female college consumers’ intention to purchase transformable apparel. Fashion and Textiles 6, 26. DOI: 10.1186/s40691-019-0182-4
  • Lim, W. (2017). Inside the sustainable consumption theoretical toolbox: Critical concepts for sustainability, consumption, and marketing. Journal of Business Research 78, 69–80.
  • McRobbie, A. (2008). Young women and consumer culture: An intervention. Cultural Studies 22(5), 531–550.
  • Meenakshi, S., Nishu, G. (2025). Analysing the impact of educational tools on fostering sustainable consumption in children. Asian Education and Development Studies 14(2), 341–362. DOI: 10.1108/AEDS-09-2024-0202
  • Miska, Ch., Szőcs, I, Schiffinger, M. (2018). Culture’s effects on corporate sustainability practices: A multi-domain and multi-level view. Journal of World Business 53(2), 263–79.
  • Naz, F., Oláh, J., Vasile, D., Magda, R. (2020). Green purchase behavior of university students in Hungary: An empirical study. Sustainability 12(23), 10077.
  • Paek, H., Nelson, M. (2012). To buy or not to buy: Determinants of socially responsible consumer behavior and consumer reactions to cause-related and boycotting. Journal of Current Issues & Research in Advertising 31(2), 75–90.
  • Peattie, K. (2010). Green consumption: Behavior and norms. Annual Review of Environment and Resources 35(1), 195–228.
  • Prakash, G., Pramod, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production 141, 385–393.
  • Saunders, M., Lewis, P., Thornhill, A. (2019). Research Methods for Business Students. Edinburgh: Pearson Education Limited.
  • Tarapata, J. (2020). Orientation on sustainable consumption in the behavior of young consumers. Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie 21(2), 207–218.
  • Torres, A., Carvalho, P., Costa, J. et al. (2023). Environmental connection, awareness, and behavior in university students: An exploratory Portuguese study. Sustainability 15, 13763.
  • Truong, D., Truong, D., Nguyen, P., Pham, T., Nguyen, P. (2025). The influence of mindfulness and life satisfaction on mindful consumption: A study on Generation Z in Vietnam. VNU University of Economics and Business 5(4), 34. DOI: 10.57110/vnu-jeb.v5i4.362
  • Vargas-Merino, J., Rios-Lama, C., Panez-Bendezú, M. (2023). Sustainable consumption: Conceptualization and characterization of the complexity of “being” a sustainable consumer – A systematic review of the scientific literature. Sustainability 15(10), 8401.
  • Wolske, K., Stern, P., Dietz, T. (2017). Explaining interest in adopting residential solar photovoltaic systems in the United States: Toward an integration of behavioral theories. Energy Research and Social Science 25, 134–151.
  • Zeng, Z., Zhong, W., Naz, S. (2023). Can environmental knowledge and risk perception make a difference? The role of environmental concern and pro-environmental behavior in fostering sustainable consumption behavior. Sustainability 15, 4791.

Publisher: Southern Federal University
ISSN: 2073-6606