Improving sustainable purchase behaviour: Environmental values put into practice in purchase behaviour within the Heijendaal living lab project
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2022-06-30
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en
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Purchase behaviour of employees has an important role in improving the sustainable performance of an organization as the transport combined with it is responsible for a lot of pollution and congestion. Pro-environmental purchase behaviour and values practices are two theories that combined can explain how the sustainable purchase behaviour (SPB) of employees can be improved. The combination between the theories is assessed in the form of a qualitative case study, by which the purchase behaviour of employees is analysed and how sustainability values are put into practice and share across the organization. This with the goal of improving the SPB of employees to reduce the number of movements on the Heijendaal campus concerning the living lab project. The findings show that the main barriers to performing SPB are the higher price for sustainable goods, unclarity on why these goods are sustainable, and unclarity of partnerships with suppliers. Here, several actions are already undertaken to distribute sustainability across the organization. This study adds to the literature different relationships within the theory on pro-environmental purchase behaviour and how habits play a role concerning SPB. Furthermore, it provides insights in how an organization can improve the SPB of its employees.
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Faculteit der Managementwetenschappen