English abstracts

Abstrakti

Towards consumer behavior that prevents biodiversity loss - How do risk perception and perceived consumer effectiveness promote consumer action?

Biodiversity loss is a serious threat not only to the functioning of ecosystems but also to human well-being. Unsustainable lifestyles and consumption accelerate biodiversity loss. Consumers can influence the prevention of nature loss through their consumption choices as well as environmental citizenship and activism. However, relatively little research exists on consumer behavior that aims at preventing biodiversity loss and the factors that explain it. This behavior differs from other pro-environmental behaviors such as climate action, because food choices are central to preventing biodiversity loss. This study investigates how consumer's perception of risk and perceived consumer effectiveness affect consumption behavior that favors biodiversity. The empirical research is based on survey data collected in 2022 (N=1000). The respondents are Finns aged 18-75. The data was analyzed using structural equation modeling (AMOS 28). The results show that risk perception predicts different forms of biodiversity-friendly consumer behavior, i.e. environmental citizenship and activism, sustainable consumption practices and food choice. However, the connection is not direct, but it is completely mediated by perceived consumer effectiveness. Based on the results, we suggest that consumers' perception of the effectiveness of their own actions in preventing biodiversity loss should be supported, for example, through communication and education.

Households engaging in the development of a new waste sorting product: Motivation to participate and consumption values related to the product

Biodiversity loss is a serious threat not only to the functioning of ecosystems but also to human well-being. Unsustainable lifestyles and consumption accelerate biodiversity loss. Consumers can influence the prevention of nature loss through their consumption choices as well as environmental citizenship and activism. However, relatively little research exists on consumer behavior that aims at preventing biodiversity loss and the factors that explain it. This behavior differs from other pro-environmental behaviors such as climate action, because food choices are central to preventing biodiversity loss. This study investigates how consumer's perception of risk and perceived consumer effectiveness affect consumption behavior that favors biodiversity. The empirical research is based on survey data collected in 2022 (N=1000). The respondents are Finns aged 18-75. The data was analyzed using structural equation modeling (AMOS 28). The results show that risk perception predicts different forms of biodiversity-friendly consumer behavior, i.e. environmental citizenship and activism, sustainable consumption practices and food choice. However, the connection is not direct, but it is completely mediated by perceived consumer effectiveness. Based on the results, we suggest that consumers' perception of the effectiveness of their own actions in preventing biodiversity loss should be supported, for example, through communication and education.