Predicting sustainable consumption of package-free bath products among students in higher education institutions

Abstract

Purpose

This study aims to examine the applicability of an extended version of the theory of planned behavior (TPB) in predicting pro-environmental behavior, specifically the purchase behavior (PB) of package-free bath products, among students in higher education institutions (HEIs).

Design/methodology/approach

Using a non-experimental survey research design, this study empirically tested an extended TPB model through structural equation modeling. The dataset was obtained through a survey of undergraduate students in three HEIs in the Philippines.

Findings

Environmental knowledge (EK) predicted attitudes toward purchasing package-free bath products. Attitudes, subjective norms and pro-environmental self-identity (PSI) predicted intention to purchase package-free bath products. Furthermore, the intention to purchase package-free bath products and perceived behavioral control predicted PB of the said item.

Research limitations/implications

The results imply that the addition of EK and PSI to the TPB is applicable in predicting pro-environmental behavior, specifically the purchase of package-free bath products.

Practical implications

The results showed how HEIs can encourage their students to purchase package-free bath products.

Social implications

The results highlight how social and economic factors play a role in promoting or inhibiting pro-environmental behavior among HEI students.

Originality/value

The findings support the inclusion of EK and PSI to the TPB for an integrative model that aims to improve the prediction of the purchase of package-free bath products.

Citation

Valentin, A.P.M. (2021), "Predicting sustainable consumption of package-free bath products among students in higher education institutions", International Journal of Sustainability in Higher Education, Vol. 22 No. 7, pp. 1753-1768. https://doi.org/10.1108/IJSHE-01-2021-0017