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AbstractAgainst the backdrop of current sustainability problems, various social innovations for sustainable consumption are emerging across the globe. In order to explore the sustainability potentials of such initiatives, it is vital to understand (1) why consumers are accepting and joining these initiatives and (2) how they perceive the sustainability potentials of initiatives’ offers. In order to correctly estimate the sustainability potential of the initiatives, one should consider possible negative sustainability impacts as well as rebound effects alongside all the positive sustainability effects. Moreover, studies on social innovations for sustainable consumption have mostly been conducted in the context of the Global North. This paper focuses on studying and understanding the current situation of social innovations for sustainable consumption and its sustainability potentials in Tehran, Iran. A qualitative explorative study was conducted using desk research as well as semi-structured in-depth interviews with Iranian consumers. The results of this study confirm the existence of growing supply and demand trends for such initiatives in Iran. Among the different initiatives, those that are copies of international companies or offering alternative mobility solutions seem to have more chances for diffusion, as consumers are more motivated to use their offers. The sample of this study believed that by joining these initiatives, they could contribute to achieving greater sustainability. However, the results of the interviews also show that the possible negative sustainability and rebound effects of their engagement in such initiatives were often neglected. Therefore, there is still a need not only for educating consumers about the overall sustainability potentials of these initiatives but also for exhibiting the sustainability impacts that their consumption behaviors regarding the use of initiatives’ offers can have. This way, these initiatives can be more successful in terms of contributing to sustainability.dc.description.abstract
PublisherUniversität Ulmdc.publisher
LicenseCC BY 4.0 Internationaldc.rights
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KeywordSustainable consumptiondc.subject
Dewey Decimal GroupDDC 330 / Economicsdc.subject.ddc
LCSHSustainable developmentdc.subject.lcsh
LCSHEnergy consumptiondc.subject.lcsh
TitleSocial innovations for sustainable consumption and their perceived sustainability effects in Tehrandc.title
Resource typeWissenschaftlicher Artikeldc.type
FacultyFakultät für Mathematik und Wirtschaftswissenschaftenuulm.affiliationGeneral
InstitutionInstitut für Nachhaltige Unternehmensführunguulm.affiliationSpecific
Peer reviewjauulm.peerReview
DCMI TypeTextuulm.typeDCMI
In cooperation withTechnische Universität Berlinuulm.cooperation
DOI of original publication10.3390/su12187679dc.relation1.doi
Source - Title of sourceSustainabilitysource.title
Source - Place of publicationMDPIsource.publisher
Source - Volume12source.volume
Source - Year2020source.year
Source - Article number7679source.articleNumber
Source - eISSN2071-1050source.identifier.eissn
FundingGefördert vom Ministerium für Wissenschaft, Forschung und Kunst Baden-Württemberguulm.funding
University Bibliographyjauulm.unibibliographie

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CC BY 4.0 International
Except where otherwise noted, this item's license is described as CC BY 4.0 International