Purpose

The earth is under massive stress due to current level of consumption which has crossed the sustaining capacity of our planet. Thus, the need of the hour is to promote sustainable production and consumption. The purpose of this study is to identify the basic barriers of sustainable consumer behaviour which are hindering the adoption of sustainable consumption.

Design/methodology/approach

This article is divided into two parts. The first part consists of a literature review based on 128 articles (1995 to 2020), which are spread over a period of 25 years. Based on the literature review, nine barriers of sustainable consumer behaviour were identified and put into three categories. In the second part, fuzzy analytical hierarchy process has been used to know about the relative weight of each barrier so that benchmarking/prioritising of basic barriers of sustainable consumer behaviour can be done.

Findings

This article identifies critical barriers affecting the acceptance of sustainable electronic products. High price, a perception of no environmental impact, no benefit in personal image, lesser use by family and friends, lack of awareness about the products etc. emerged as the potential barriers which need prime attention. The relative weight of each of these barriers has also been arrived at in this article which is expected to be beneficial for policymakers to focus upon important barriers. Impact of many of these barriers can be reduced through innovative approaches and solutions.

Research limitations/implications

This article will be helpful in future research in the field of sustainable consumer behaviour. Through the understanding of the barriers of sustainable consumer behaviour, companies, governments and industries can take suitable initiatives by modifying the policies and practices to reduce the impact of these barriers so that consumer behaviour can be made more sustainable.

Originality/value

The current article tries to identify the critical barriers to adoption of sustainable electronic products by the consumers. An extensive literature review, expert suggestions and consumer survey have been adopted to identify nine barriers. Although, multiple researches have been done in the field of sustainable consumer behaviour and adoption of sustainable electronic products, there is no research article which solely focuses on implementing Fuzzy analytical hierarchical process (AHP) approach to rank the barriers faced by consumers for adoption of sustainable electronic products. It has been concluded that high price of sustainable electronic products is the most critical barrier in adoption of sustainable consumer behaviour. Moreover, the relative ranking obtained with the help of Fuzzy AHP can be used by policymakers and organisations to promote and implement sustainability in consumer behaviour.

中文翻译：

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对可持续消费者行为的障碍进行基准测试

目的

由于目前的消费水平已经超出了我们星球的承受能力，地球正承受着巨大的压力。因此，小时的需要是促进可持续的生产和消费。本研究的目的是确定阻碍采用可持续消费的可持续消费者行为的基本障碍。

设计/方法/方法

本文分为两部分。第一部分包括基于 128 篇文章（1995 年至 2020 年）的文献综述，这些文章分布在 25 年的时间里。根据文献综述，确定了可持续消费行为的九个障碍，并将其分为三类。在第二部分中，模糊层次分析过程已被用于了解每个障碍的相对权重，以便对可持续消费者行为的基本障碍进行基准/优先排序。

发现

本文确定了影响接受可持续电子产品的关键障碍。高价格、对环境无影响、对个人形象无益处、家人和朋友较少使用、对产品缺乏认识等成为需要首要关注的潜在障碍。本文还得出了这些障碍中每一个的相对权重，预计这将有利于政策制定者关注重要障碍。通过创新的方法和解决方案，可以减少其中许多障碍的影响。

研究限制/影响

本文将有助于未来可持续消费者行为领域的研究。通过了解可持续消费者行为的障碍，公司、政府和行业可以采取适当的举措，通过修改政策和做法来减少这些障碍的影响，从而使消费者行为更具可持续性。

原创性/价值

当前文章试图确定消费者采用可持续电子产品的关键障碍。广泛的文献综述、专家建议和消费者调查已被采用，以确定九个障碍。尽管在可持续消费者行为和可持续电子产品的采用领域已经进行了多项研究，但没有研究文章仅专注于实施模糊分析分层过程（AHP）方法来对消费者采用可持续电子产品所面临的障碍进行排名电子产品。结论是，可持续电子产品的高价格是采用可持续消费者行为的最关键障碍。而且，