Vu, Hoai Thu
(2023)
Responsible consumption: an inquiry into behaviours, values and attitudes of Singaporean consumers towards sustainability, especially towards food waste and sustainable fashion, from the Millennial generation.
[Dissertation (University of Nottingham only)]
Abstract
Coronavirus pandemic is a once in a century global crisis that devastated many lives and economies across the whole world. The Covid-19 pandemic has forced the global consumers’ behaviours to alter in many big and small ways, and at the same time, caused global consumers to be more concerned on the health related issues and the environmental impacts of their own purchasing decisions and shopping choices. The main aim of this study is to provide empirical evidence of how the current pandemic changes consumer choices related to sustainability, specifically to food waste and to sustainable fashion, compared to the time before the pandemic.
This research relied on quantitative data analysis and the data was collected through Qualtrics online survey platform. There are 106 valid responses received which will be analysed using descriptive statistics, linear regression method was used and correlations were calculated using Statistical Package for Social Sciences (SPSS). The United Nations’ Sustainable Development Goals, SDG no. 12: Sustainable Production and Consumption in particular, was used as a main framework in the literature review. Ajzen’s Theory of Planned Behaviour and the legal framework for protection of the natural environment set by the Government of Singapore were used as main theory and references.
Based on the literature review and analysis results, even though Singapore has seen a growth in consumers’ demands for more sustainable products after the Covid-19 pandemic, there are some certain “perceived behavioural control” factors that weaken Singapore consumers’ intention to perform the sustainability behaviours and lead to a sustainability lifestyle such as costs, convenience, better value sustainable products, green packaging alternatives, lack of knowledge, trust and brand sustainability standards. These findings would help the policy makers and businesses to understand the behaviours, values and attitudes trends of the consumers in Singapore, especially Millennial generation, and to design appropriate means accordingly to communicate sustainability strategies to consumers and make them more effective.
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