英国新闻学论文代写：消费者的理性选择模型
这个因素是基于消费者行为的“理性选择模型”。根据这个模型，消费者通过计算个人通过不同的行为过程所获得的成本和收益来做出购买决策。他们做出的选择使他们期望的净收益最大化。这意味着消费的可持续性将取决于有关消费者可获得的不同选择的信息。当消费者对与购买相关的各种选择有相当多的信息时，他们就可以做出理性的决定，而许多这样的理性决定除了成本因素外，还包括可持续的消费。例如，如果一个人需要回家旅行，可以选择乘汽车还是乘公共汽车，他/她可以选择乘私家车旅行，因为旅程通常会更短，边际成本会更低(Finney, 2014)。
英国新闻学论文代写：消费者的理性选择模型
或者另一种选择，人们可以选择一些公共交通工具，因为它更环保，压力更小，也可以享受一些陌生人的陪伴。现在对于一个理性的消费者来说，他既得到了旅行的价值，也就是更低的成本和旅行的便利，如果这种价值与可持续性的知识相结合，那么他就会做出最佳的理性选择。所以，重要的是，消费者应该充分了解这些选择的好处和成本，以及可持续消费的好处，从而做出理性的决定。最大化选择的效用会使消费者做出最好的决定。因此，消费的可持续性应该成为产品效用的一部分，使消费者沉迷于可持续消费。这需要教育消费者认识消费对环境和社会的影响，以及他们的选择可能如何产生这种影响。
英国新闻学论文代写：消费者的理性选择模型
This factor is based on the “Rational Choice Model” of consumer behavior. According to this model, the consumers make their purchase decisions through calculating the costs and benefits that accrue to the individual by following different course of actions. They make the choice that causes to maximize the expected net benefit for them. This means that the sustainability of consumption would depend on the information regarding different options that are available to the consumer. Where the consumer has a fair deal of information regarding various options related to the purchases, they can make rational decisions and many such rational decisions would involve sustainable consumption apart from the cost factor. For example, if a person need to travel home and has the choice of whether to travel by the car or by bus, he/she could choose to travel by personal car, as the journey would generally be shorter and the marginal cost would be lower (Finney, 2014).
英国新闻学论文代写：消费者的理性选择模型
Or as an alternate, one could perhaps choose some public transport as it would be a more environmental friendly option and less stressful, and could also enjoy the company of some strangers. Now for a rational consumer who gets both value of the travel i.e. the lesser cost and the ease of travel, and if such value is coupled with the knowledge of sustainability, then the consumer would make the best rational choice. So, the important thing here is that the consumers should be well informed about the benefits and costs of the options, and the benefits of sustainable consumption to make a rational decision. Maximizing the utility of the option causes the consumer to make best decisions. Thus, sustainability of consumption should be made a part of the utility of the products to make the consumers indulge in sustainable consumption. This requires educating the consumers regarding both the environmental and social impacts of consumption, and how their choices are likely to make such impacts.