Sustainable Consumption Policy: Recognizing Challenges of Lifestyle Management Case Study: Ministry of Trade of Iraq

Sustainable consumption, especially with the growing trend of the urban population on the one hand and the problem of governments in providing food for a sustainable life, is considered a fundamental issue that developing countries try to control to a large extent through lifestyle management. The current research in the Ministry of Trade of Iraq is trying to identify the challenges of lifestyle management in the field of sustainable consumption policy. The research method is combined (qualitative and quantitative) which was carried out in the first phase of the thematic analysis using the six key steps of Braun and Clarke (2006); the data collection tool was a semi-structured and in-depth interview. The validity of the research data was confirmed by returning to the interviewees and external auditors. The research community was experts in the field of trade and commerce, of which 12 people were interviewed until data saturation. Sampling was done in a targeted method dependent on the criterion. In the second phase, the research was conducted with second-order factor analysis through AMOS software. The tool for collecting information was a researcher-made questionnaire, whose validity was confirmed through face and content validity. The results of this research showed that 57 primary codes, in the form of 13 main codes, were placed in 4 categories of governance performance, consumer activism, information and media influence, environmental and climate requirements. The results also showed that the factor analysis model of the identified components has a suitable fit, and the factor weight of the components was estimated as governance performance (0.94), consumer activism (0.87), information and media influence (0.85), environmental and climate conditions (0.69). Based on this, it can be concluded that governance and government components play a more important role in lifestyle management.