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Sustainable packaged food and beverage consumption transition in Indonesia: Persuasive communication to affect consumer behavior

Tseng, Ming-Lang; Sujanto, Raditia Yudistira; Iranmanesh, Mohammad; Tan, Kimhua; Chiu, Anthony S.F.

Authors

Ming-Lang Tseng

Raditia Yudistira Sujanto

Mohammad Iranmanesh

KIM TAN kim.tan@nottingham.ac.uk
Professor of Operations and Innovation Management

Anthony S.F. Chiu



Abstract

Sustainable consumption transition in relation to consumers’ environmental behavior and manufacturers’ governance of sustainability and persuasive communication has not been adequately addressed by prior studies. This study presents theory on ecological modernization, transition management and persuasive communication to address sustainable consumption transition. This study proposes a valid set of four aspects and fourteen criteria using the Delphi method. The valid attributes are analyzed using fuzzy set theory and decision-making trial and evaluation together to handle the qualitative information and interrelationships among the attributes. This procedure converts qualitative information into numerical data to create a diagram showing the interrelationships among the attributes. This study found that persuasive communication is the most effective factor in convincing consumers to transition to sustainable consumption. Other key factors for this transition include educating consumers, augmenting their knowledge and altering their attitudes toward sustainable consumption. Being environmentally friendly, product labeling, offering an authenticity argument, and reusing and recycling products are the solutions found in this study.

Journal Article Type Article
Publication Date 2020-10
Journal Resources, Conservation and Recycling
Print ISSN 0921-3449
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 161
Article Number 104933
APA6 Citation Tseng, M., Sujanto, R. Y., Iranmanesh, M., Tan, K., & Chiu, A. S. (2020). Sustainable packaged food and beverage consumption transition in Indonesia: Persuasive communication to affect consumer behavior. Resources, Conservation and Recycling, 161, https://doi.org/10.1016/j.resconrec.2020.104933
DOI https://doi.org/10.1016/j.resconrec.2020.104933
Publisher URL https://www.sciencedirect.com/science/article/abs/pii/S0921344920302512
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