Consumer engagement in sustainable consumption: do demographics matter?

This study investigates the relationship between internal and external factors of pro-environmental and pro-social engagement, sustainable consumption behaviour and personal characteristics such as age, gender, financial situation and level of education in the Lithuanian population. A quantitative method was used to collect data from 904 respondents in Lithuania. The study results suggest that women are more concerned about pro-environmental and pro-social issues. In addition, pro-environmental commitment, biospheric values, personal norms and perceived responsibility were important for women. Meanwhile, egoistic values, self-efficacy, social norms, biospheric values, and attachment to place were identified as more important for men. The results reveal that older age increasingly correlates with a stronger expression of place attachment, egoistic values and self-efficacy, pro-environmental and pro-social engagement, and sustainable consumption behaviour. The results of this empirical study allow for identifying the determinants that have the most significant impact on men and women or different age groups. Knowledge of factors that significantly impact pro-environmental and pro-social engagement, which promotes sustainable consumption behaviour as a mediator, can allow policymakers, community representatives or leaders to organise social campaigns and/or provide guidelines for project activities.