Sustainable Consumption Drivers and Mechanisms: A Critical Realism Approach

The John Gokongwei School of Management invites you to a Brown Bag Session on “Sustainable consumption drivers and mechanisms: A critical realism approach". Our presenter is Dr Jonna C. Baquillas, Associate Professor of the Department of Marketing and Advertising, De La Salle University.

This will be held on Tuesday, 22 April 2025 from 12:00 - 1:30PM at the Cabochan Room, SOM 307 and online via Zoom.
Please register here: https://bit.ly/jgsombrownbag22apr2025

Brief Description of the Topic:
The individual consumer, while at the receiving end of the production chain, plays a crucial role in providing solutions to current environmental problems. The current "throwaway" culture not only worsens waste problems but also propagates unsustainable practices across industries. To create lasting change, consumers need to challenge one’s preference for unsustainable practices in order to shift to sustainable ways of living.  This study investigated the factors influencing sustainable consumption behavior among Filipino consumers, focusing on conservation, purchasing, recycling, information seeking, and environmental activism. Using an integrated conceptual model based on the Norm Activation Model and the Theory of Planned Behavior, the research adopted a mixed-method approach under the critical realism paradigm. Quantitative data was gathered through an online survey with 217 participants, while qualitative insights were obtained from nine in-depth interviews. Findings from partial least squares – structural equation modeling revealed that the following factors: awareness of consequences, perceived responsibility, behavioral control, and social norms are key predictors of sustainable consumption. Qualitative analysis through retroduction reinforced the conceptual model, and further investigation identified intrinsic (personal values) and extrinsic (social and compliance) motivations as core drivers of sustainable consumption behavior. These results highlight the complex interplay of personal, social, and environmental factors in fostering sustainable consumption.

About the Speaker:
Jonna Baquillas is an Associate Professor of the Department of Marketing and Advertising, De La Salle University and an Outreach Editor for Elsevier’s Resources, Conservation and Recycling (Scopus 99th percentile). She is the Secretary General of the Board of Trustees of the Asia Pacific Roundtable for Sustainable Consumption and Production. She is a member of Future Earth Technical Working Group on Systems of Sustainable Consumption and Production – Knowledge Action Network (SSCP-KAN). She is actively involved in several interdisciplinary research projects on sustainable consumption and production, circular economy, sustainability transitions, sustainable tourism, and climate resilience. She also held key marketing positions for various retail companies in the country. She has a Doctor of Business Administration degree from De La Salle University and is a fellow of the Humanitarian Field Program of Watson Institute for International and Public Affairs, Brown University.