Factors That Determine Youth's Consumption Behaviour In A Sustainable Way

Abstract

Sustainable consumption behavior among youth is a critical aspect of addressing contemporary environmental challenges. This study employs Structural Equation Modeling (SEM) to investigate the determinants that influence sustainable consumption behavior among young individuals, with a focus on factors supportive of environmental organizations, subjective norms, attitude toward sustainable purchasing, perceived marketplace influence, environmental concern, and sustainable purchase behavior. Firstly, the study explores the role of factors supportive of environmental organizations. Findings reveal that youth who actively support and engage with environmental organizations are more likely to adopt sustainable consumption behaviors. These organizations serve as valuable platforms for educating and mobilizing the youth towards eco-conscious choices. Subjective norms are examined as an important determinant. The study suggests that when young individuals perceive that their peers and social circles endorse sustainable consumption practices, they are more inclined to follow suit. Peer influence plays a pivotal role in shaping their attitudes and behaviors in favor of sustainability Thirdly, attitude toward sustainable purchasing is investigated as a key factor. Results indicate that a positive attitude towards environmentally. The study delves into the influence of perceived marketplace factors. Young consumers who believe that businesses play an active role in promoting sustainability are more likely to engage in eco-friendly purchasing behaviors. This underscores the importance of corporate responsibility and sustainability initiatives. Fifthly, environmental concern is examined as a driving force for sustainable consumption behavior. The findings highlight that higher levels of environmental concern are positively associated with sustainable purchase behaviors. Young individuals who express genuine concern for the environment are more motivated to make eco-conscious choices.