Open AccessConsumption psychology in the dimensions of the subject-action approach
Author(s) -
Iryna Todorova,
Trade
Publication year - 2021
Publication title -
organìzacìjna psihologìâ. ekonomìčna psihologìâ
Language(s) - English
Resource type - Journals
ISSN - 2411-3190
DOI - 10.31108/2.2021.1.22.13
Subject(s) - consumption (sociology) , action (physics) , sustainable consumption , subjectivity , consumer behaviour , descriptive statistics , sustainable development , empirical research , perspective (graphical) , psychology , social psychology , marketing , social science , sociology , economics , computer science , business , political science , epistemology , artificial intelligence , production (economics) , microeconomics , philosophy , statistics , physics , mathematics , quantum mechanics , law
. Society's focus on sustainable economic development highlights the problem of consumers' ability to consume rationally and their willingness to take account of socially significant and environmental motives in their consumer behavior. Aim: to determine the content of consumption from the perspective of the subject-action approach in psychology, to clarify and test the criteria for consumption subjectivity and sustainable consumption acts. Methods. Survey, testing, descriptive and correlation statistics. Results. The author has theoretically substantiated that in modern economic conditions consumption has become one of the leading human activities, which uses the categories of subject-action approach in psychology. The author analyzes the concepts of consumption activity and the sustainable consumption act, as well as the qualitative and quantitative indicators of consumption subjectivity and presents the results of an empirical study of consumer behavior. Conclusions. The theoretical and methodological tools of the subject-action approach open new opportunities for psychological analysis of consumption as an activity and action of the individual. The empirical study found that those who focused on subjective sustainable consumption accounted for only 20.8% of the respondents. This emphasizes the problem of determining the factors behind individuals' psychological readiness for sustainable consumption and the technologies for its development. The obtained findings can be used for designing consumption culture development training programs as well as for further research into psychology of consumption.