Presenting a Model of Sustainable Consumption Behavior using Nudge Theory

Despite the increasing consumers’ environmental concerns, these concerns are not in line with their actual shopping behaviors. Therefore, to achieve sustainable development, we should focus on sustainable consumption instead of focusing solely on production. Relying on the qualitative research strategy, this study tries to design and validate substantial green consumer behavior using nudge theory. First, in-depth interviews were conducted with Iranian managers and professors who are active in green consumer behavior and green productions issues. The result was coded and categorized using the data theorizing method of the foundation in MAXQDA software. In the next stage, the questionnaire extracted from the paradigm model of research, design and distribution among consumers of green cosmetics in the country and 384 items were collected. Total 1321 basic codes, 46 concepts, 11 sub-categories were finalized. Through axile coding, 6 categories were identified including environmental attitudes, consumer innovativeness, personal norms, behavioral intentions, sustainable consumption behaviors, nudge marketing, contextual conditions, intervening conditions, and consequences. The result confirms the relationships between latent variables, confirming the research hypotheses and correctly identifying the components of the relevant model. The results of the study showed that the use of green nudges along to other factors can have a positive and significant effect on satisfaction, purchase of green products and conservation of natural resources without interfering with the right of consumers to choose products. The results can be effective on the strategies of managers and marketers in motivating customers to buy more green products and turning their attitudes into real purchases.