Search results

The study aims to identify the effects of consumer moral identity and consumer engagement with sustainable consumption on sustainable consumer behaviour at home and in the workplace.

Survey data were collected in two European countries, i.e. Lithuania and the United Kingdom (total sample 586) and analysed using PLS-SEM to test hypotheses pertaining to the key variables, including moral identity, engagement with sustainable consumption, sustainable consumption behaviour at home and sustainable consumption behaviour in the workplace.

Revealed that moral identity was a predictor of sustainable consumption behaviour at home but had no direct effect on sustainable consumption behaviour at the workplace. Similarly, engagement with sustainable consumption has been demonstrated to have a direct positive impact on sustainable consumption behaviour at home, but no significant effect on sustainable behaviour at work was confirmed. A strong moral identity fosters higher consumer engagement with sustainable consumption. The findings revealed the positive impact of sustainable behaviour at home on equivalent behaviour at work, reminding of the importance of the so-called “spill-over” effect.

An element of novelty in this study lies in the differentiation of behavioural practices at home and in the workplace, demonstrating that a spill-over effect can occur with a “home-work” path. By highlighting the importance of consumer moral identity and consumer engagement in predicting sustainable consumption behaviour in both domestic and professional settings, our study contributes to the advancement of knowledge in the fields of sustainable marketing and consumer behaviour.

In this study, the authors developed a conceptual model to investigate sustainable consumption behavior, specifically the intention to use reusable bags, and its relationship with two crucial factors influencing the use of single-use plastic bags: cost savings and convenience. This study also aims to explore the mediating roles of environmental concern, guilt and self-efficacy.

A quantitative study using online survey involving 421 respondents was conducted, and data analysis performed using structural equation modeling.

The results indicate that self-efficacy influenced environmental concern and sustainable consumption, while perceived savings did not. Perceived convenience significantly influenced sustainable consumption behavior. Environmental concern had indirect effects on the relationships between perceived savings, perceived convenience and sustainable consumption behavior, whereas guilt did not moderate the relationship between environmental concern and sustainable consumption behavior.

The main contribution lies in the insights for promoting the sustainable use of reusable shopping bags, benefiting both theoretical understanding and practical applications in efforts to encourage sustainable consumption behavior.

Purpose: This chapter aims to evaluate the significant impact of Gandhian values on sustainable consumption behaviour (SCB) by applying the value-attitude-behaviour (VAB) framework. This chapter contributes by incorporating Gandhian values as one influencing factor for SCB.

Need for the Study: Values are considered as guiding principles in people’s lives. Studies suggest that values and other social and psychological factors can be vital in determining consumers’ behaviour towards sustainable consumption. There needs to be more empirical research on consumer behaviour facets of sustainable consumption for markets in India.

Methodology: The study uses partial least square structural equation modelling to empirically test proposed hypotheses and the research model of the relationship. The study results are based on data collected by administering a survey through a questionnaire confined to India.

Findings: The results indicated that Gandhian values, attitude, and sustainable consumption intention significantly influence SCB. Intention acts as a mediator between both outward and inward environmental attitudes and behaviour. The study provides directions for further research.

Practical Implications: This research study is helpful for researchers, marketers, and policymakers.

This paper aims to explore the attitude-behaviour gap consumers experience when transitioning from buying fast fashion to embracing sustainable fashion consumption. Despite being driven to make sustainable fashion purchases, consumers are confronted with certain retail barriers that impede them from making the shift.

This study draws from the theory of planned behaviour and the behavioural-reasoning theory approaches to theoretically develop and assess five key fashion consumption barriers that moderate the relationship between sustainable fashion consumption motivations and actual behaviour. These are the steep price of sustainable fashion, low visibility, restricted availability, limited cognisance of the deleterious consequences of fast fashion and low trust in sustainability claims. Under heightened levels of moderators, the relationship between motivation and behaviour was predicted to be weaker. The author's data sample of 376 consumers validated the hypotheses.

This article contributes to the field of sustainable fashion retail consumption in three ways: (1) it reveals that the expensive cost of sustainable fashion is not an obstacle to its adoption, and consumers are willing to pay more but struggle to access the styles they prefer; (2) it unveils that, in contrast to recent scholarship, the lack of knowledge of the adverse environmental effects of fast fashion is still a barrier to transitioning to sustainability and (3) it implies that consumers are less motivated to lower their consumption of clothing when they feel dubious about fashion companies' sustainability claims.

The findings contribute to the existing body of knowledge on green consumption by shedding light on the complex dynamics between moderating factors and the transition from intention to behaviour in sustainable fashion consumption.

The purpose of this study is to explore Generation Z (Gen Z) consumers’ sustainable consumption behaviors at a university campus by examining various antecedent and moderating influencers of their sustainable consumption behaviors.

A quantitative research methodology is used in this study. A structured questionnaire was administered (n = 279) to young college students (Gen Z consumers in the context of this study) enrolled at a large state university in the USA. The structural equation model was used to test the hypothesized relationships in the conceptualized model.

Study findings show that social responsibility (feelings, engagement and expectations) and external incentives (material and social) positively influence Gen Z consumers’ sustainability interests, which in turn influences their sustainable consumption behaviors (actions). Collectivist cultural values did not appear to have any statistically significant effect on Gen Z consumers’ sustainable consumption interests. Moreover, learned helplessness, perceived barriers and the awareness of the consequences of sustainability consumption actions did not have any significant moderating effect on Gen Z consumers’ sustainable consumption behavior.

The questionnaire was only sent to students majoring in business degrees, which may limit the generalizability of this study to broader Gen Z consumer populations. Expanding this study to include non-business students may be valuable as a next step. Replicating this study in different cultural environments of international countries could enhance the relationships identified in this study.

Consumer social responsibility education along with material and social incentives will encourage Gen Z consumers’ participation in sustainable behaviors at college campuses.

This research provides valuable insights into understanding the importance of consumer social responsibility and external incentives in influencing Gen Z consumers’ sustainable consumption intentions and behaviors. Accordingly, consumer social responsibility education and incentive programs need to be developed to encourage the participation of Gen Z consumers in sustainable consumption.

Unsustainable spending patterns of consumers directly contribute to 30–40% of environmental degradation, mainly in waste. Packaging is a vital part of responding to the main challenges of sustainable food consumption on the global stage. This study aims to investigate how environmental concern and trust in sustainable producers impact the sustainable consumption behaviors of consumers via the mediation of consumer xenocentrism and the moderation of eco-label and country of origin (COO) of buying sustainable packaged foreign food brands.

This study employed a quantitative method. The authors used Smart PLS 3.0 structural equation modeling (SEM) technique for data analysis. Data from the participants were collected through the convenience sampling technique. A total of 343 valid responses were received.

The results indicate that xenocentrism is an emerging behavior among Pakistani consumers. The authors found that a high degree of environmental concern and trust in sustainable producers are the antecedents of consumer xenocentrism, which leads to sustainable consumption behavior.

This research highlights the importance of customers’ xenocentric attitudes that lead to sustainable consumption behavior. The research findings provide vital information for researchers, policymakers, academics, practitioners, industry professionals, brand managers and top management, especially in designing the environmental sustainability framework. Although the findings support theory of planned behavior (TPB), future studies can contrast different theories’ contributions to sustainable consumption behavior improvement. Also future researchers may analyze the impact of culture on the association between sustainable consumption and consumer attitudes toward environmental concerns and trust in sustainable producers.

This research contributes to practice and theory, as consumer xenocentrism is a relatively unexplored area of research in developing countries. To the best of the authors' knowledge, this study is the first to examine consumers’ xenocentric attitudes to sustainable consumption empirically.

Earlier, the consumption of products was based mainly on their utilitarian benefits, but at present, the love for nature has driven consumers towards products not harming the environment and society. Therefore, this paper aims to examine the influence of consumers' attitudes towards organic personal care products on brand love, brand trust, altruism and sustainable consumption behaviour. Furthermore, the study further examines the impact of sustainable consumption behaviour on continuous purchase intention using health consciousness as a moderator. Finally, the study validates Behavioural Reasoning Theory and the emotional affinity towards nature to understand the proposed claims.

The data were collected from 364 respondents from India. Only those respondents were included in the survey who had prior experience of using organic personal care products. This study used the structural equation modelling approach to test the conceptual model.

Results of the study confirmed the positive influence of consumer attitude on brand love, brand trust and altruism. Brand love and altruism had a significant impact on sustainable consumption behaviour. Health consciousness also emerged as a moderating variable between sustainable consumption behaviour and continuous intention. Interestingly, the brand trust had no impact on sustainable consumption behaviour. Furthermore, sustainable consumption behaviour had a significant impact on continuous intention.

The study is helpful to organic product companies, practitioners, academicians, environment protection agencies and market regulatory authorities as it gives fresh insight into the new collective relationship of consumer attitude with brand love, brand trust, altruism and sustainable consumption behaviour in case of organic personal care products.

The purpose of this study is to investigate the potential determinants of sustainable consumption behavior. This study describes lifestyle of health and sustainability (LOHAS) tendency and the effects of such lifestyles on the behavioral intentions for sustainable consumption in sharing economy.

This research adapts LOHAS tendency, consumer attitude, subjective norm, perceived behavioral control and consumers' behavioral intention for sustainable consumption scale in Indian context to describe the sustainable consumption behavior by extending the theory of planned behavior (TPB). Data of 627 individuals collected through a questionnaire, after the scales validation process and thereafter a structural equation analysis has been performed.

The findings confirm the extended TPB, wherein LOHAS tendency has emerged as an antecedent to consumer attitudes for taking part in sustainable consumption. Results highlight that consumer attitudes, subjective norms and perceived behavioral control are significant determining factors of consumers' sustainable consumption behavior.

This study has examined the sustainable consumption behavior by considering the lifestyle tendency. A few other limitations are also discussed.

Consumer behavior in sharing economy is surely one of the emerging research areas; there is dearth of research to understand Indian consumers' sustainable consumption, particularly from lifestyle perspective. This research establishes relationship between LOHAS tendency and sustainable consumption, which may serve as a contributor to sharing economy in terms of LOHAS consumer's lifestyle and their sustainable consumption behavior.

Promoting sustainable consumption among young consumers has become a key priority on the research agenda in such different fields as education for sustainable development, environmental psychology and consumer policy. Progress in this field has been hampered by a lack of sophisticated research instruments capable of measuring consumption behaviors that are relevant both in terms of their sustainability impacts and their suitability for teenagers. This study aims to address this research gap and presents a scale for young consumers’ sustainable consumption behaviors (YCSCB) in the areas of food and clothing.

The scale was developed in a two-step, mixed-methods approach. In an initial qualitative interview study, the actual behaviors of theoretically selected young consumers (n = 8) were identified with regard to acquiring, using and disposing of consumer goods in the areas of food and clothing. The YCSCB scale was constructed using the findings of this qualitative study and then validated in a subsequent quantitative study (n = 155).

The YCSCB scale is a valid and reliable scale to measure young consumers’ sustainable consumption behavior in the areas of food (n = 14 items) and clothing (n = 13 items).

The findings of this research provide a twofold contribution to advancing research on YCSCB. Firstly, it presents a consolidated scale that is explicitly constructed for teenagers and their consumption contexts. Secondly, it proposes a heuristic for developing more sophisticated measurements of SCB among young consumers that would allow a comparison between studies, is focused on behaviors (instead of confounding behaviors with intentions, attitudes or values) and is impact-oriented in terms of sustainability relevance.

Extending the theory of planned behaviour (TPB), this paper aims to measure the relative importance of different barriers to sustainable fashion consumption (SFC).

Existing studies have mainly adopted a qualitative methodology for identifying barriers to uptake of SFC, this study uses six of the main identified barriers: environmental apparel knowledge, perceived value, price sensitivity, product attributes and variety, availability and scepticism into the TPB framework to test and reveal which barriers have the greater impact on the TPB cognitions and consequently on building intention towards SFC. To test this model a survey study among 669 consumers from Europe, Asian and North America was conducted, structural equation modelling is used to test the research hypotheses.

Findings confirm the role of TPB cognitions on predicting intention and show that the proposed barriers provide a satisfactory explanation of the TPB model. Furthermore, results show that product attributes and variety and environmental apparel knowledge have the greatest impact on the TPB cognitions and on building intention towards SFC. Differences were found between the impacts of the price for the three continents.

This research contributes to the emerging sustainable fashion literature by examining the impact of different barriers to SFC in an extended TPB framework. To the best of our knowledge price sensitivity, availability and scepticism have never been studied in the context of sustainable fashion. It also provides a multifactor group analysis which uncovers differences among consumers from different continents.