“Consumer demand is a strong driver for environmental degradation, and at the same time a decisive part of our contemporary lives and what we do. On the other hand, research into happiness consistently shows that more consumption does not make us happier. Hence, trying to understand what determines consumption, and how it could be made more sustainable, is of utmost importance.” In this presentation Herman Stål shortly describes RiseB: s framework, inspired by Stern (2000), that combines external (context) and internal (e.g., attitudes) factors into a model to explain consumer behavior. Herman Stål is a senior lecturer and researcher at Umeå School of Business and Economics, RiseB.
