The Specific Interrelation between Motivation, Emotions and Sustainable Consumer Behaviour
The Specific Interrelation between Motivation, Emotions and Sustainable Consumer Behaviour

Author(s): Nadejda Dimova
Subject(s): Human Resources in Economy, Socio-Economic Research
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Motivation; Emotions; Consumer behaviour; Sustainability; Marketing; Sustainable marketing
Summary/Abstract: The changes brought about by COVID-19 and digitalisation do not eradicate the genuine problems associated with sustainable consumer behaviour and achieving sustainable development in general. Consumer motivation and emotions are closely intertwined with achieving sustainable consumer behaviour. The research interest was sparked by the interrelation between motivation, emotions and sustainable consumer behaviour. It is specific and determines the extent to which consumers want and are motivated to consume sustainably and in parallel with what emotions they experience in the overall consumer decision-making process and their consumer journey. The research methodology includes presenting the relationship between the individual elements in the purchase, presenting different types of motivation that affect sustainable consumer behaviour, clarifying the different types of emotions in sustainable consumer behaviour and focusing on happiness as a leading emotion to achieve sustainable consumption. It is to the benefit of the readers to recognise the importance of the interrelation between emotions, motivation and sustainable consumer behaviour and build perfect strategies based on it.

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