Living With Less for a Better Planet: Empirical Insights into Minimalism, TPB Constructs, Collectivist Culture and Sustainable Consumption Behaviours

This study explored the role of Education for Sustainable Development (ESD) in shaping sustainable consumption behaviours (SCB) among international students in Japan and South Africa, utilising the Theory of Planned Behaviour (TPB) as a framework. The research aimed to examine how ESD influences attitudes towards sustainability (ATS), subjective norms (SN), perceived behavioural control (PBC), sustainable consumption intentions (SCI), and SCB. A cross-sectional design was employed, gathering data from 265 international students through a structured questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyse the data and test the proposed hypotheses. The findings indicated that ESD significantly influences ATS, SN and PBC, which in turn affect SCI and SCB. The influence of ESD on these constructs was stronger among international students in South Africa, potentially due to the country’s cultural emphasis on community support and collective action. SCI emerged as strong predictors of actual sustainable behaviours in both contexts, while SN did not significantly influence SCI in either country. The study extends the TPB framework by integrating ESD, highlighting the crucial role of educational interventions in fostering sustainable behaviours. The findings suggest that educational institutions should incorporate comprehensive, culturally adaptive ESD programs to enhance pro-environmental attitudes and behaviours. This research contributes to the understanding of how ESD influences sustainable consumption behaviours through the TPB framework, thus emphasising the importance of cultural and contextual factors in shaping the effectiveness of ESD. The insights offered are valuable for educators, policymakers and businesses aiming to promote sustainability.

ABSTRACTThis study integrates the theory of planned behavior (TPB) and the stimulus‐organism‐response (S‐O‐R) framework to examine how minimalism and the lifestyle of health and sustainability (LOHAS) shape sustainable consumer behaviors, especially within collectivist cultures. A survey of 485 consumers served as the empirical foundation, with data analyzed using partial least squares structural equation modeling (PLS‐SEM). Results show that minimalism and LOHAS both significantly enhance consumers' sustainable behaviors by strengthening attitudes, subjective norms, and perceived behavioral control—key components of TPB. Furthermore, collectivist cultural values heighten the impact of minimalism and LOHAS on certain TPB constructs, indicating that communal support and shared environmental goals can amplify pro‐sustainability mindsets and actions. These findings underscore the importance of lifestyle‐driven approaches to sustainability, suggesting that firms and policymakers tailor marketing and policy initiatives to cultural contexts and highlight both the health and ecological benefits of minimalist, LOHAS‐aligned choices. By bridging personal lifestyle orientations with collective cultural norms, this research offers actionable strategies for promoting sustainable consumption in emerging markets.

The global organic coffee market has grown substantially, fuelled by increasing environmental awareness and the rising demand for sustainable consumption. In Indonesia, this trend is reflected in increasing consumer interest and the active participation of organic coffee producers. While the Theory of Planned Behaviour (TPB) is widely applied to explain sustainable purchasing behaviour, its reliance on intention as a central predictor highlights a persistent intention–behaviour gap. This study introduces emotional intelligence (EI) as a mediating variable that replaces intention within the TPB framework. A cross-sectional quantitative design was employed, with data collected from a purposive sample of 302 Indonesian organic coffee consumers aged between 20 and 31-45 years. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4. Findings reveal that consumer knowledge and perceived value significantly influence TPB constructs, while EI does not mediate the relationships between TPB constructs and sustainable purchasing behaviour (SPB) to a considerable extent. These results suggest that strengthening consumer knowledge and perceived value remains critical for promoting sustainable consumption. The study contributes to the literature by refining the TPB framework and offers practical insights for policymakers and marketers. Future research should explore emotional engagement strategies and diversified consumer segments to design more effective sustainability campaigns.

Background: Sustainable Consumption Behaviour (SCB) has emerged as a critical area of inquiry as nations strive to align development goals with ecological responsibility. This paper investigates the underlying behavioural mechanisms that drive SCB for food products among urban consumers in the Delhi National Capital Region (NCR), a rapidly developing metropolitan hub in India. Methods: The study conceptualizes SCB through determinants ranging from environmental value orientations to contextual and economic considerations. A structured questionnaire was administered to 785 respondents and analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 4. The methodological approach incorporated comprehensive reliability and validity checks, along with hierarchical model assessment. Result: The findings highlight complex interrelationships among the determinants of SCB, underscoring how urban consumers integrate environmental concern with economic practicality when making food-related decisions. The study provides empirical insights valuable for policymakers and agri-food stakeholders aiming to strengthen sustainable consumption patterns and promote responsible food systems in India.

Vietnam’s tourism sector has experienced rapid expansion, yielding significant economic gains, but also escalating environmental and socio-cultural challenges. This necessitates a shift toward sustainable tourism practices. This study develops and tests an integrative model combining the Theory of Planned Behavior (TPB) and Value–Belief–Norm (VBN) theory to investigate the Sustainable Consumption Behavior (SCB) of domestic travelers in Vietnam. Grounded in the country’s collectivist culture—characterized by a strong emphasis on communal values and social harmony—the research examines how rational decision-making and normative pressures jointly drive eco-friendly travel behaviors. Data were collected from 549 Vietnamese tourists through stratified sampling across three major regions, and were analyzed through a robust multi-step methodology, including Exploratory Factor Analysis, Confirmatory Factor Analysis, and structural equation modeling (SEM), supplemented by regression analysis. The SEM results indicate that the proposed model accounts for 60.8% of the variance in SCB, underscoring its explanatory power. Within the TPB framework, Attitude, Subjective Norms, and Perceived Behavioral Control significantly predict Behavioral Intention, which, in turn, mediates their influence on SCB. In the VBN component, Environmental Awareness shapes Altruistic and Biospheric Values, fostering the New Environmental Paradigm and activating Personal Norms, which exert a direct effect on SCB. This direct influence of Personal Norms, bypassing Behavioral Intention, highlights the role of implicit moral obligations in Vietnam’s collectivist cultural context and challenges Western-centric behavioral models. Beyond these frameworks, Destination Attributes and Consumer Innovativeness emerge as critical direct predictors of SCB, with Destination Attributes showing the strongest effect. Mediation analyses confirm Behavioral Intention’s central role, while moderation tests reveal that gender and travel experience modulate TPB-based relationships, suggesting the value of targeted interventions. Theoretically, this study advances TPB–VBN integration by applying it to a collectivist setting, revealing how cultural norms amplify normative influences on sustainable behavior. Practically, it advocates for strategies such as community-driven initiatives leveraging Personal Norms, educational campaigns to enhance Perceived Behavioral Control, and sustainable destination management initiatives in locations like Da Nang and Ha Long Bay. While the cross-sectional design limits causal claims, the findings provide a foundation for future longitudinal studies and cross-cultural comparisons, particularly in other collectivist societies, potentially incorporating digital engagement and policy incentives as novel factors.

Environmental awareness and concern for the natural environment determine purchasing habits, forming sustainable consumption patterns, motivating the population to prefer ecological goods and services. This issue is especially relevant for young people since they will be the consumers of the future, and the progress of humanity in achieving Sustainable Development Goals depends to a large extent on the sustainability and eco-orientation of their consumer behaviour. The article aims to determine the factors that influence the sustainable consumer behavior of young people. The basis of the study was the results of a survey of 89 young people (aged 20 to 36 years, almost half of whom are 23 to 26 years old) in the city of Jaipur (India, the capital of the state of Rajasthan), which is a rapidly growing urban center, so the problems of urban development here are typical of many rapidly developing cities around the world.” The questionnaire consists of 34 questions, of which 27 are aimed at determining the determinants of sustainable consumer behavior, and seven are aimed at evaluating the most sustainable consumer behavior. A five-point Likert scale was used for evaluation. Partial Least Squares Structural Equation Modeling (PLS-SEM), which helps to identify the relationships between determinants and sustainable consumer behavior, is performed using Smart PLS. Descriptive statistics, reliability analysis and correlation analysis are performed using SPSS. Data suitability for analysis was confirmed using Bartlett’s sphericity test and sampling adequacy measurement results (Kaiser-Meyer-Olkin). The reliability and internal consistency of the data were confirmed using the Alpha-Cronbach coefficient, Composite Reliability coefficients and convergent validity / Average variance extracted (AVE) Values. The discriminant validity and suitability of the data for structural modeling was confirmed using the Fornell-Larker criteria. The study proposed and empirically tested 10 hypotheses regarding the positive influence of 5 factor variables (perception of consequences, behavioral control, response efficiency, sensitivity to the environment, and environmental knowledge) on 2 resulting variables: behavioral intentions and sustainable consumption behavior. According to the study results, 6 out of 10 hypotheses were confirmed: ecological knowledge, behavioral control, response efficiency, and perception of consequences were determinants of behavioral intentions, while sensitivity to the environment was not. At the same time, only behavioral control and perception of consequences were determinants of sustainable consumer behavior. The results of the study can be used to develop and implement measures aimed at promoting sustainable consumer behavior among young people (for example, educational programs and political initiatives), as well as to create marketing plans that motivate this particular customer group to make sustainable purchase decisions.

PurposeThe 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.Design/methodology/approachA 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.FindingsStudy 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.Research limitations/implicationsThe 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.Practical implicationsConsumer social responsibility education along with material and social incentives will encourage Gen Z consumers’ participation in sustainable behaviors at college campuses.Originality/valueThis 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.

Household food consumption is a major driver of environmental impacts globally. Promoting sustainable consumption practices is crucial for addressing the challenges of resource depletion, food waste, and climate change. This study investigates the role of media literacy in fostering sustainable consumption awareness and behavior. A total of 432 Iranian consumers participated in the study by completing an online structured questionnaire. The data was analyzed using partial least squares structural equation modeling (PLS-SEM), revealing that the different aspects of media literacy, including usage, accessibility, content generation, and critical understanding, accounted for 93% of the variance in sustainable consumption awareness. Additionally, these factors explained 51% of the variance in sustainable consumption intention. The combined influences of sustainable consumption awareness and intention accounted for 87% of the variance in sustainable consumption behavior. To promote sustainable consumption, it is recommended to establish dedicated networks and channels that focus on delivering sustainable and healthy consumption content. Furthermore, organizing programs featuring environmental experts and interactive platforms, such as question-and-answer panels, can enhance critical understanding among media-literate audiences and contribute to the adoption of more sustainable consumption practices.

Business development policies cover both marketing and sales functions, as they are so intertwined in most firms. Thus, managers should comply with the factors that influence sustainable consumption behaviour. The study aims to investigate the effect of environmental knowledge (EK), materialism (MAT), environmental influences (EI), the promotion of sustainable consumption (PSC), and sustainable consumption behaviour intention (SCBI) on sustainable consumption behaviour (SCB). Although many studies have examined sustainability issues for various groups of countries, activities in this critical field in Bulgaria are severely limited, and integrated research on the subject is non-existent. This paper focuses on the importance of investigating various factors that influence sustainable consumer behaviour. A total of 489 complete and usable responses were collected from participants from all regions of Bulgaria between May 2022 and July 2022. The partial least square-structural equation modelling (PLS-SEM) and SmartPLS 4 software were employed to test the hypothesised relationships. The results indicated that EK and MAT significantly affected SCBI. Additionally, the analysis revealed the statistically significant impact of EK, MAT, EI, PSC, and SCBI on SCB. Moreover, this study demonstrated that SCBI significantly mediated the relationships between EK and SCB and between MAT and SCB. Finally, the outcomes of the moderation analysis showed that age moderated the relationship between SCBI and SCB.

Purpose The urgency of environmental challenges has heightened the need to understand the psychological and organizational drivers of sustainable consumption behavior (SCB). This study examines the effect of environmental awareness (EA) on SCB, incorporating emotional contagion (EC) and environmental attitude (ENA) as mediating variables, and environmental organizational support (EOS) as a moderating factor, drawing on the theory of planned behavior (TPB) and emotional contagion theory (ECT). Design/methodology/approach To test the hypothesized relationships, data were collected through an online survey of 259 guests from five-star hotels in Greater Cairo, Egypt, using convenience sampling. Partial least squares structural equation modeling (PLS-SEM) was applied to assess the measurement and structural models. Findings The results indicate that EA significantly influences EC and ENA and has a modest direct impact on SCB. Both EC and ENA partially mediate the EA–SCB relationship, emphasizing the importance of emotional and attitudinal pathways in translating awareness into action. Furthermore, EOS significantly moderates the relationships between EA, EC, ENA and SCB, underscoring the role of supportive organizational contexts in reinforcing sustainable behaviors. Research limitations/implications As sustainability becomes a strategic imperative, particularly in developing economies, the findings offer theoretical advancements by integrating TPB and ECT to explain the interplay between awareness, emotions, attitudes and organizational support in shaping SCB. Originality/value This research introduces and empirically tests a novel integrated model that bridges psychological and organizational perspectives to explain sustainable consumption in the hospitality sector within an under-researched emerging economy context.

The demand for eco-friendly cosmetics has increased significantly in the era of conscious consumerism and internet influence. This is because more people are becoming aware of health and environmental issues. This study examines the impact of Environmental Knowledge (EKW), Ecological Motivation (EMO), Health Consciousness (HCO), and Key Opinion Leader Effectiveness (KOE) on Brand Attitude (BAT) and Purchase Intention (PIT) regarding green cosmetic products advertised on social media platforms. The study employs the Theory of Planned Behavior (TPB) and Uses and Gratifications Theory (UGT) to investigate the impact of personal values and social media usage on sustainable consumer behavior. A cross-sectional online survey was conducted as a quantitative method. Data were gathered from 160 active social media users in Indonesia and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The findings demonstrate that EKW, HCO, and KOE significantly influence Brand Attitude, whereas EMO does not. Both BAT and KOE were good in predicting purchase intention. It is important to note that KOE had the largest direct and indirect effects, which demonstrates the significant influence influencers have on shaping people's choices for green cosmetics. The research combines UGT and TPB, providing an in-depth examination of the interplay between psychological factors and media gratifications in shaping brand perception and consumer intention. As a result, it adds to the body of theory. The results show that green cosmetic firms should collaborate with influencers who are approachable and trustworthy, and they should also create informative content to establish brand trust and encourage people to purchase green products.

The increasing use of single-use plastic packaging has created serious environmental problems, while housewives, as the primary decision-makers in household consumption, play a crucial role in promoting sustainable behavior. This study aims to analyze the factors influencing sustainable consumption behavior among housewives in Bogor City by applying the Extended Theory of Planned Behavior (ETPB). Using a Likert-scale questionnaire, the research involved 219 housewife respondents in Bogor City. Data were analyzed with Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings indicate that green purchase intention serves as a mediator influencing sustainable consumption behavior, while environmental knowledge and religious-cultural factors exert a direct effect on sustainable consumption behavior. These results highlight the importance of strengthening attitudes, socialization processes, and environmental knowledge through education, campaigns, and the role of religious and cultural figures, along with the provision of environmentally friendly products to foster sustainable consumption.

BackgroundSustainable food consumption addresses global environmental challenges and safeguards long-term public health. Understanding how sustainability awareness translates into dietary practices is particularly important among young populations.ObjectiveThis study examined the mediating role of sustainable dietary behavior in the relationship between sustainable consumption tendencies and sustainable food consumption behavior among sport sciences university students, using the Theory of Planned Behavior (TPB) as a partial framework.MethodsA cross-sectional design was applied with 414 Erciyes University Faculty of Sport Sciences students. Data were collected through the Sustainable Consumption Scale, Sustainable Nutrition Behavior Scale, and Sustainable Food Consumption Behavior Scale. Mediation analysis was performed using PROCESS Macro Model 4 with 5,000 bootstrap samples to test indirect effects.ResultsSustainable dietary behavior significantly mediated the association between sustainable consumption and sustainable food consumption behavior (indirect effect = 0.10, 95% CI [0.04, 0.15]). Sub-dimensions such as seasonal and local food choices and waste reduction are strongly linked with sustainable food consumption.ConclusionThe findings suggest that fostering sustainable dietary behaviors is crucial for converting sustainability awareness into concrete dietary practices. University students constitute a key target group for public health and sustainability initiatives, and interventions should emphasize education, accessibility, and awareness to reinforce behavior-based change.

Vietnamese national parks are ecologically sensitive areas facing increasing environmental pressures due to rising tourism activities. These parks, rich in biodiversity and cultural heritage, are vulnerable to habitat degradation, waste accumulation, and overuse of resources. Promoting pro-environmental behavioral intentions (PEBI) among visitors is crucial for ensuring sustainable tourism and conservation. While the theory of planned behavior (TPB) has been widely used to explain environmental actions, it often overlooks internal motivational factors such as personal responsibility and control beliefs. This study addresses this gap by integrating TPB with internal environmental locus of control (IELOC) factors to understand better the psychological drivers of PEBI in the Vietnamese national park context. An online survey was conducted with 360 Vietnamese participants, and Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the proposed hypotheses. The results revealed that while a green consumer identity did not significantly influence environmental attitudes, other IELOC dimensions, including activism, advocacy, and recycling, had a positive impact on attitudes toward the environment. TPB constructs, including subjective norms and perceived behavioral control, significantly influenced attitudes and behavioral intentions. Attitude toward the environment also mediated several relationships between IELOC and TPB constructs and PEBI. These findings contribute to the literature by highlighting the importance of internal control beliefs and social influences in shaping sustainable behaviors in national park settings. Practical implications include targeted interventions to foster environmental stewardship among park visitors.

As China relaxes its birth policies and Chinese women gain greater mental and economic independence, the market for maternity clothing has expanded significantly. This essential item for pregnant women now features a vast design space and a growing consumer market, drawing widespread attention. However, due to the ongoing changes in pregnant women’s body shapes and the requirement for many to keep working and socializing during early and mid-pregnancy, maternity clothing has a brief usage period and a quick turnover, contributing to unsustainable consumption habits. This research aims to explore the effect of environmental awareness on sustainable consumption behavior in maternity clothing. Using Grounded Theory, the study investigates sustainability issues in maternity clothing consumption, identifying the factors and stages that influence sustainable consumption behavior. It focuses on two main questions: research question 1: How can the sustainability of maternity clothing be enhanced to minimize unsustainable consumption? research question 2: What impact does environmental awareness have on sustainable consumption behavior in maternity clothing? Maternity clothing represents a unique segment in the fashion industry due to its short-term usage and specific functional requirements. Despite its temporary use, maternity clothing consumption can significantly contribute to environmental degradation due to unsustainable production practices, use of non-eco-friendly materials, and disposal issues. Current literature has extensively covered sustainability in general fashion but has relatively overlooked the specific context of maternity clothing. Addressing research question 1 helps fill this gap by focusing on targeted strategies to enhance the sustainability of maternity clothing, thereby reducing its environmental impact. Environmental awareness is a critical driver of sustainable consumption behavior. However, the extent to which this awareness translates into actual purchasing decisions, especially in niche markets like maternity clothing, remains under-explored. Understanding this relationship can provide valuable insights into consumer behavior and help fashion brands design more effective sustainability initiatives. By examining research question2, the study aims to bridge the gap in literature regarding the specific impact of environmental awareness on consumption behaviors within the maternity clothing segment. This can inform strategies for promoting eco-friendly practices and increasing consumer engagement in sustainable fashion. To ensure the comments and reports were relevant, data collection was carried out from 2019 to 2023 using keywords such as “sustainable maternity clothing,” “eco-friendly maternity clothing,” “sustainable fashion,” “maternity clothing consumption,” and “postpartum clothing consumption.” A total of 1,086 relevant papers and other materials were obtained, Out of these ,45 viable texts were chosen for an in -depth analysis. The study identified factors related to environmental consciousness and three stages of sustainable maternity clothing consumption behavior. Additionally, it offers recommendations for encouraging sustainable consumption of maternity clothing through effective management practices.