Determinants of Adopting a Zero Waste Consumer Lifestyle

Abstract

As of 2019, Euromonitor International predicted that one of the most emerging consumer trends would be the aspiration and acting for a plastic-free world. The concept of Zero waste has been widely discussed in production technology and waste management literature, however, in recent years environmentally conscious consumers also decided to get more involved in concrete - and sometimes radical - waste reduction actions, even lifestyle changes. These initiatives were also supported by the authorities by banning certain single-use plastic items in the European Union by 2021. Media and social media personalities also have thematized the waste pollution problem and have brought closer to the population the principles of zero waste lifestyle. While the environmentally conscious consumer behavior has been researched widely before, the diffusion of zero waste principles at household level has not been in the researchers’ focus. The present study aims to conceptualize and then identify the dimensions and the determinants of a zero waste consumer lifestyle. Questionnaire-based research has been delivered on a sample of 378 people active in zero waste social media groups in Hungary. Our results reveal that the waste reduction initiatives are the most important components of the zero waste behavior; however, dimensions of reusing and recycling products, packages or waste are also identified. The zero waste consumer is driven by altruistic motivations, is nonconformist, guided by his own values and convictions, shows positive attitude towards zero wasters’ efforts, follows social media influencers’ videos in zero waste matters and is active in social media groups.