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Exploring Consumers' Motivations for Sustainable Consumption: A Self-Deterministic Approach

ABSTRACT This article explores consumers' motivations for sustainable consumption in the context of a developing country. By interpreting qualitative data collected from in-depth interviews using the self-determination theory, this study found that consumers are extrinsically motivated to consume sustainably. Their motivations are primarily driven by their innate psychological need to connect with and care for other members of their society. The significance of sustainable consumption as an avenue to foster communal links has practical implications for policy makers and firms, especially within the Southeast Asian region, toward promoting more consumers to adopt sustainable consumption practices.