Hierarchy of responsible consumption: Analysis in the context of the needs-driven purchasing motivations

Objective: The study aims to examine whether, and to what extent, consumer behaviours identified by them as responsible are determined by the needs-driven motivations (NDM) that emerge during their purchasing decisions. Concerning NDM, we made an analogy to Maslow’s theory. We categorised the motivations into three hierarchical levels (basic and safety needs, belonging and esteem needs, and self-actualisation). Research Design & Methods: We presented the responsible consumption in three aspects: ecological, economic (mindful spending behaviours), and social. We conducted econometric analyses (logistic regression) using data from a survey (n=1510), based on which we developed a concept of the Hierarchy of Responsible Consumption. We can consider this Hierarchy as an extension of previous studies. The foundation of the Hierarchy consists of motives driven by basic and safety needs, which include concern for one’s health as well as financial and climate security. Findings: A key predictor of responsible consumption turned out to be the fear of the consequences of climate change, which is consistent with other authors’ findings. The low awareness of prosocial behaviours is concerning. Implications & Recommendations: Therefore, it seems that efforts to promote pro-ecological behaviours should be accompanied by actions promoting behaviours aimed at supporting local communities. Contribution & Value Added: The research results also confirm the globally observed coexistence of attitudes that fit within the trends of rationalisation and environmentalism.