Project 7: Sustainable Consumption and Consumer Behaviour - State of the Art
Mistra Future Fashion, Copenhagen Business School (CBS)
Different approaches to studying consumer behavior exist, of which most either follow the internalist or the externalist stream. The motivation-opportunity-ability-behavior model combines both perspectives. Acknowledging that consistency between attitudes and behaviors can only occur under volitional control, the integration of the concepts “ability” and “opportunity” into the model allows the study of internal and external factors facilitating or impeding sustainable behavior.
