The Specific Interrelation between Motivation, Emotions and Sustainable Consumer Behaviour

The changes brought about by COVID-19 and digitalisation do not eradicate the genuine problems associated with sustainable consum­er behaviour and achieving sustainable development in general. Consum­er motivation and emotions are closely intertwined with achieving sustain­able consumer behaviour. The research interest was sparked by the interre­lation between motivation, emotions and sustainable consumer behaviour. It is specific and determines the extent to which consumers want and are motivated to consume sustainably and in parallel with what emotions they experience in the overall consumer decision-making process and their con­sumer journey. The research methodology includes presenting the relation­ship between the individual elements in the purchase, presenting different types of motivation that affect sustainable consumer behaviour, clarifying the different types of emotions in sustainable consumer behaviour and fo­cusing on happiness as a leading emotion to achieve sustainable consump­tion. It is to the benefit of the readers to recognise the importance of the in­terrelation between emotions, motivation and sustainable consumer be­haviour and build perfect strategies based on it.