Abstract
Rapid population growth together with improving living standards is causing bigger and
more rapid consumption of resources in industrial, household and personal consumption areas.
Unsustainable consumption patterns are negatively affecting our surroundings. In order to
promote sustainable consumption it is important to engage consumers in active and mutual
dialogue. This study introduces the construct of consumer engagement into the context of
sustainable consumption and aims at revealing the factors influencing consumer engagement in
sustainable consumption. Two groups of factors, internal and external, each comprising three
determinants (environmental attitude, perceived responsibility and perceived behavioral
efficiency; and conditions for sustainable consumption, social environment and promotion of
sustainable consumption) were identified as having direct positive impact on consumer
engagement in sustainable consumption, which in turn had a positive impact on green product
buying. The results revealed an important mediating role of the consumer engagement construct,
suggesting that application of the engagement construct in the context of sustainable consumption
would allow a deepening understanding of actual consumer behavior related with different
contexts of sustainable consumption.
