Factor Affecting Sustainable Consumption among Pakistani Customers in Rental Industry by Using Airbnb

Abstract

In general, modern civilization can be divided into two phases: the first represents consumerism, or the tendency to acquire, use, and discard more things; the other represents concerns about resource usage and the effects this has on the world around us. More and more, this second "face" of society is emerging, speaking out against the damaging consequences that unsustainable habits of consumption have on the environment. Sustainability concerns were long seen to be primarily the producer's problem, with the customer taking a backseat. This is no longer the case, since studies reveal that the main cause of the current unsustainable development is individual consuming behaviour(Widyastuti et al., 2020). Consumers' decisions on what to buy, how much to use, and how to dispose of products significantly influence resource depletion and environmental degradation (Thøgersen, 2014). The shift from viewing sustainability as a producer's responsibility to understanding it as a shared concern underscores the importance of consumer behavior. Educating consumers about the environmental impact of their choices and encouraging sustainable practices can lead to significant positive changes(Peattie, 2010). As awareness grows, more consumers are advocating for products that are not only high-quality and affordable but also environmentally friendly and sustainably produced. This changing dynamic highlights the need for comprehensive studies on consumer behavior and its implications for sustainable development.