Breaking down purchasing intentions: selecting policy instruments for sustainable consumption

Despite the breadth of sustainability issues, research on sustainable consumption mostly concentrates on environmental-orientated consumption and values. Alongside environmentally oriented approaches, policies mixes encouraging sustainable consumption need to account for socially responsible purchasing behaviour, such as ensuring inclusivity, as well as for the cognitive biases and heuristics underpinning such practices. This study investigates consumer motivations in Hong Kong through analysing a territory-wide survey to inform knowledge regarding the social aspect of sustainable consumption behaviour. We find a correlation between sense of belonging and social consumption intent, and empathy and social consumption intent, which is not the case for sustainable consumption intent. There is no significant correlation between moral obligation and sustainable consumption intent or between sense of belonging and sustainable consumption intent. Finally, knowledge is positively correlated to social and sustainability consumption intention. This provides insights into how policy tool mixes can be more impactful in motivating sustainable purchasing practices while identifying gaps in the conceptualization and understandings of sustainability that need addressing.