Rola konsumenta w procesie kreowania wartości opartej na zasadzie 5R

Abstract

The purpose of this paper is to identify different motives that drive the customer and methods of practical implementation of the 5Rs rule. The author’s considerations start with the concept of customer value. Then, the author describes threats of overconsumption as well as the concept of de-consumption. De-consumption is defined as voluntary, it is not considered as the result of poverty. In the next part of the paper, different types of motivation are identified (e.g. proactive vs. reactive, egocentric vs. altruistic). The core part of the paper consists of the analysis of 5Rs and their interrelations. Finally, the author has identified the main challenges created by de-consumption for marketers. The paper is conceptual, and it is based on an extensive literature review.

Keywords

• sustainable consumption
• voluntary simplicity
• de-consumption
• collaborative consumption