Investigating the determinants of consumers’ sustainable purchase behaviour

Abstract

This paper seeks to identify the elements that anticipate sustainable purchase behaviour of educated young consumers in Delhi. A survey has been done on a sample of 750 young consumers. Structural equation modelling is used to determine the predicting power of the various variables considered. Results show that the studied variables predict sustainable purchasing behaviour of young Delhi consumers in the following order: supportive behaviours for environmental organizations, subjective norms, consumer attitude towards sustainable purchasing, perceived marketplace influence, consumers’ knowledge regarding sustainability related issues, and environmental concern. The paper educates about the primary indicators of consumers’ sustainable purchasing behaviour. The findings can be utilized by strategy makers and government agencies in developing messages and campaigns for promoting sustainable purchase behaviour of people.