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Motivating Consumers for Sustainable Consumption: The Causal Effects of Multiple Motives

Total Cost €


EC-Contrib. €






Project "MOTIVE" data sheet

The following table provides information about the project.


Organization address
address: CAMPUSVEJ 55
city: ODENSE M
postcode: 5230

contact info
title: n.a.
name: n.a.
surname: n.a.
function: n.a.
email: n.a.
telephone: n.a.
fax: n.a.

 Coordinator Country Denmark [DK]
 Total cost 219˙312 €
 EC max contribution 219˙312 € (100%)
 Programme 1. H2020-EU.1.3.2. (Nurturing excellence by means of cross-border and cross-sector mobility)
 Code Call H2020-MSCA-IF-2018
 Funding Scheme MSCA-IF-EF-ST
 Starting year 2020
 Duration (year-month-day) from 2020-01-01   to  2021-12-31


Take a look of project's partnership.

# participants  country  role  EC contrib. [€] 
1    SYDDANSK UNIVERSITET DK (ODENSE M) coordinator 219˙312.00


 Project objective

The low share of sustainable consumption signals an important need to investigate consumers’ motivations for sustainable consumption. A better understanding of consumers’ motivational drivers can be helpful in increasing the sustainable consumption and, thus tackling environmental problems. Consumers’ motivations for sustainable consumption have been investigated from different theoretical perspectives. A comprehensive theoretical framework explaining why people [do not] buy sustainable products is a gap in the literature. This research project contributes to the Goal Framing Theory which has so far been discussed on the conceptual level mainly. This theory is different from the most well-known theories of consumer pro-environmental behavior (such as normative theories) in the sense that it integrates three categories of individual motivations, namely gain (weighing costs and benefits), normative (personal moral norms) and hedonic (positive emotions) motivations. This research project investigates the effects and relationships of gain, normative and hedonic motivations on sustainable consumption. As of context, four sustainable products namely electric cars, solar panels, car sharing and smart thermometers are selected. Moreover, this research examines the moderating effect of socio-demographic variables including gender, and situational variable including social norms, policy and infrastructure on these effects. Utilizing experimental design, this research will provide novel insights on how to communicate and promote sustainable consumption.

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The information about "MOTIVE" are provided by the European Opendata Portal: CORDIS opendata.

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