Towards the Development of a Sustainable Consumption Behaviours Model: An Applied Study on Shopping Events in Egypt

Author

Faculty of mass communication, Ahram Canadian University, Egypt

Abstract

Shopping events provide practical examples for consumer behavior during a specific period. Thus, studying these events will contribute to the consumers’ welfare by providing a guide to manage successful sustainable shopping experiences as Egypt seeks to build a sustainable consumption system.
Although sustainable consumption has a central role in Goal No. (12) of the United Nations Sustainable Development Goals and Egypt's Vision (2030), there are concerns about shopping events due to the excessive consumption patterns and the negative effects they had on the environment. Hence, the study developed a model that fits with the consumer and cultural patterns in the Egyptian society during shopping events. Additionally, it employed quantitative and qualitative methods by surveying (311) of the Egyptian youth and interviewing (5) officials from the Consumer Protection Agency (CPA).
The main results of this study indicated that Black Friday is a very valuable day for both consumers and business owners, however there were many concerns about the deceiving behavior of business owners during Black Friday. Moreover, the study concluded that Black Friday is against sustainability because it leads consumers to impulsive buying, such as excessive buying of clothes due to the promotion frenzy, and the rising impact of influencers on young consumers as they follow influencers to be updated with new fashion trends.
Besides, the study stated the vital role of the CPA during shopping events in supervising markets, educating the consumers not to be easily deceived by retailers, as well as efforts to raise their awareness about moderation spending and reasonable consumption.

Keywords

References

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