ABSTRACT
This chapter first reflects on the historical view of consumption. It provides underpinning for consumer decision making including a better understanding of needs, wants and norms. The limitations of the BAU B2C Decision Making Process (DMP) are considered. Individual influences are identified, particularly key models relating to motivation. A definition of the elusive sustainable consumer is offered. The role of the Decision-making Unit (DMU) is addressed in relation to sustainability. The notion of organisational behaviour is considered including how consumer barriers to adoption. TBL-based sustainable segments are identified. Finally, a TBL-appropriate B2C DMP is discussed.
