Perceived Consumer Effectiveness

Chapter in book

Authors / Editors (h_da)

Publication Details

Author list: Hanß, Daniel; Doran, Rouven
Publication year: 2019

Published in:

Responsible Consumption and Production
Editor list: Filho, Walter Leal; Azul, Anabela Marisa; Brandli, Luciana; Özuyar, Pinar Gökcin; Wall, Tony
Series: Encyclopedia of the UN Sustainable Development Goals
Publisher: Springer
Place: Cham
eISBN: 978-3-319-71062-4


A consumer may be very concerned about a particular societal issue and at the same time feel helpless about being able to help solve this issue through his or her own behaviors. For example, many people in the European Union (EU) are concerned about climate change (European Commission 2015), but the feeling that there is little one can personally do about the issue can be a constraint for individual engagement with climate change (Lorenzoni et al. 2007). The term perceived consumer effectiveness (PCE) broadly refers to a consumer’s level of confidence in being able to bring about outcomes that he or she personally values and wants to achieve. It is one of the personal characteristics that has been assigned an influential role in psychological theories of consumer behavior. Support for the assumed impact of PCE on consumer behavior comes from multiple studies that have found PCE to be positively associated with consumer contributions to sustainable development (see section “Relevance of PCE in Different Domains of Sustainable Consumption”).

Last updated on 2020-18-03 at 23:04