The field of sustainability living

Submission note: A thesis submitted in total fulfilment of the requirements for the degree of Doctor of Philosophy to the School of Business, Faculty of Business, Economics and Law, La Trobe University, Bundoora.

Sustainability living can be a challenge. It is a blend of lifestyle choices made with the intention of adapting sustainability to the everyday life at household or family level. Previous research in the broader domain of eco, green or sustainability marketing has mainly relied on the investigation of rational variables involved in the decision making process to explain consumers’ sustainability choices. There still remains a gap in the understanding of consumers who wish to contribute to sustainability. More research is needed to address the sustainability concerned consumers, especially exploring the role of emotions and specifically moral emotions in sustainability living. This study takes a qualitative approach, using semi-structured interviews in a holistic manner. The qualitative approach was considered the most appropriate method as it focuses attention on the contingent nature of social reality. An emergent design was identified as the key principle for the research study. Study participants were based in Melbourne, and were regular sustainability concerned decision makers. As part of the emergent design process, consumers resistant to sustainability living identity and sustainability entrepreneurs were also interviewed. Altogether 51 interviews were conducted. Projective techniques were incorporated in the method to allow the researcher to explore the emotions linked to sustainability living. Thematic analysis was carried out to identify, analyse and report themes within the data. Three main contributions to theory were identified in this research. The first is developing a broader understanding of the concept of ‘sustainability living’, along with a discussion of different consumer groups in the field of sustainability living; using metaphors as an aid to understanding. The second was to identify the role of emotions relevant to sustainability orientated consumers, specifically moral emotions. Finally, this research highlighted a search for trade-offs between purchasing behaviour and sustainability practices. Implications for management, limitations and future research directions conclude the thesis.