Consumers’ Sustainable Choice between Gas and Electric Scooter

Aims: To investigate consumers’ sustainable choice behavior between gas and electric scooters, as predicted by consumers’ felt responsibility for sustainability anchored on norm activation theory.

Study Design: Quantitative research approach using cross-sectional online survey design.

Place and Duration of Study: The data came from faculty employees of a state university in the Philippines between August to September 2020.

Methodology: 109 responses from faculty employees were analyzed. Hypotheses were tested for regression using Jamovi.

Conclusion: This study added empirical evidence on the applicability of consumers’ felt responsibility for sustainability as a predictor of sustainable choice behavior and answered the call for more studies that would promote a better understanding of the concept of sustainable consumption. The findings provided important implications on how marketers and managers can promote pro-environmental products such as electric scooters and boost sustainable consumption among buyers in an identified community.