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Identifying and exploring the relationship among the critical success factors of sustainability toward consumer behavior

Syed Imran Zaman (School of Economics and Management, Southwest Jiaotong University, Chengdu, China and Department of Business Administration, Jinnah University for Women, Karachi, Pakistan)
Simonov Kusi-Sarpong (Southampton Business School, University of Southampton, Southampton, UK and Department of Transport and Supply Chain Management, University of Johannesburg, Johannesburg, South Africa)

Journal of Modelling in Management

ISSN: 1746-5664

Article publication date: 22 August 2023

Issue publication date: 1 February 2024

1583

Abstract

Purpose

The purpose of this study is to find out what is the relationship between sustainability toward consumer behavior. Consumer behavior is the method of choosing, buying and using goods and services with an attachment to needs and wants. Now consumers are aware about sustainability, they make purchase decisions according to environmental safety, benefit to the society and increase economic growth.

Design/methodology/approach

This study validates the result through experts in textile industry by using the Decision-Making Trial and Evaluation Laboratory approach. This method has many benefits which provide decision makers and experts to understand the interdependence and influential relation between the criteria by hierarchical approach.

Findings

According to the results, green culture (F8) and green brand (F3) are the most influential (causal) factors and exert a substantial amount of influence over other factors for achieving organizational performance and sustainability. On the other hand, past experience (F14) and time pressure (F12) are the most influenced (effect) factors that are highly influenced by other factors.

Practical implications

The study conducted in Pakistan underscores the significance of maintaining a healthy and pristine environment for future generations. Both consumers and organizations play a vital role in this endeavor. It is imperative that they actively promote and support goods and services that advocate for sustainability.

Social implications

Mangers should use long-term strategies that meet the high product value to enhance the organization’s reputation, so it will have positive consumer perception. If managers make policies to implement natural resources in their raw material, so this policy avoids conflicts and maintains a balance in our society.

Originality/value

This research delves into the complexities and subtleties associated with the identification and examination of the interconnections between the success factors of sustainability and consumer behavior.

Keywords

Acknowledgements

The authors would like to express their heartfelt appreciation to the editorial board and reviewers for their continued support in increasing the quality of this paper.

Citation

Zaman, S.I. and Kusi-Sarpong, S. (2024), "Identifying and exploring the relationship among the critical success factors of sustainability toward consumer behavior", Journal of Modelling in Management, Vol. 19 No. 2, pp. 492-522. https://doi.org/10.1108/JM2-06-2022-0153

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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