Social Preferences and Responsible Consumer Behaviour as Drivers of Sustainable Consumption: A Behavioural Economics Perspective

This presentation was delivered at the VII International Conference “European Dimensions of Sustainable Development” (May 5–7, 2025). It explores the impact of social preferences—specifically Social Value Orientation (SVO)—on responsible consumer behaviour and sustainable decision-making. Adopting a behavioural economics perspective, the study develops and empirically tests a model connecting prosocial preferences with environmentally responsible choices in private cost–public benefit contexts. Using an experimental task called the Green Game, the research assesses participants’ consumer trade-offs across three conditions: control, norm-based nudge, and eco-label. The results demonstrate that individuals with higher SVO scores are more likely to choose green options and respond positively to social norm cues, even when these involve personal financial sacrifices. By contrast, those with lower SVO scores tend to revert to default (less sustainable) options when cost differences are significant. Regression analysis reveals a strong interaction between prosocial orientation and nudging strategies, particularly in norm-driven environments. These findings suggest that tailored behavioural interventions—aligned with intrinsic social preferences—can effectively promote sustainable consumption. The study contributes both theoretically and practically to the design of soft environmental policies and shows how behavioural experiments like the Green Game can support more nuanced policymaking across sectors.