The role of ambivalence in sustainable consumption: Literature review and research agenda

Our individual decisions as consumers have an unprecedented effect on our environment. While on the one hand overconsumption is an important driver of the global sustainability crisis, on the other hand consumers also have the power to demand sustainable products. However, in many cases a gap exists between consumers’ attitudes towards sustainability and their actual consumption behavior. The goal of this chapter is to understand this gap through a conceptualization of the ambivalent nature of consumer evaluations of sustainable consumption. To reach this goal, a systematic literature review is conducted to identify consumers’ positive and negative reactions to sustainable consumption, the resulting ambivalence, and its consequences for sustainable consumer behavior. Subsequently, conceptual, contextual, and empirical research gaps research gaps are identified and a research agenda is developed to guide future research around this topic. This chapter contributes to research on sustainable consumption by taking stock of recent research on the role of ambivalence in this context, identifying research gaps, and synthesizing the literature into an organizing framework to guide future research. Additionally, practical implications for empowering sustainable consumption are derived.