How to maintain sustainable consumer behaviours: a systematic review and future research agenda

Maintaining sustainable consumer behaviours is necessary for both mitigating environmental problems and the success of sustainable businesses. However, to date, the focus is mainly on the motivation‐adoption link (i.e., how to motivate sustainable consumer behaviours) rather than the adoption‐continuance link (i.e., how to maintain those behaviours). This study addresses the link between sustainability adoption and continuance, through a structured literature review. Specifically, this study synthesizes what is (and is not) known about the post‐adoption (continuance) stage of the sustainable consumer journey, by reviewing and integrating the results of 87 articles. This review has three key outcomes. First, it elaborates on the importance and distinction of the continuance stage, which is predicted by a set of different and ‘evolving’ factors, compared with motivation and initial adoption. Second, the key components of the continuance stage are identified and grouped under (I) post‐adoption cognitive perceptions, (II) emotional outcomes, and (III) subsequent behavioural patterns of (dis)continuance, spillover, advocacy, loyalty and habit formation. Third, this study introduces the concept of sustainable consumer behaviour continuity and discusses theoretical relationships in a conceptual framework. Finally, this review identifies knowledge gaps and provides research directions as well as implications for theory and practice.