Abstract
This article explores the underlying factors of sustainable consumption behavior. Survey data are employed to test the impacts of environmental attitude, knowledge, social awareness, perceived credibility of information sources, self-efficacy and gender on sustainable consumption patterns among samples of university students in Iran and Japan. This contributes to the scientific search for valid explanatory models that could be employed to foster lifestyle transformations towards sustainability. Our findings confirm positive relationship between self-efficacy, social awareness and sustainable consumption in both Japanese and Iranian samples. Other predicators did not have a consistent effect in both samples. This article also presents the results of moderated regression and discusses which impacts were moderated by gender. The discussion presents with interpretation of the findings and proposes possible alternative explanations.
Highlights
Sustainability imperative has directed the development of many countries around the world [1]
Are examined using Pearson correlation analysis, and using moderating regression, the relationship between the independent variables (IV) and dependent variable (DV) is interpreted according to the moderating role of gender
This paper examined the relationships of environmental attitude (EA), knowledge of climate changes (KCC), social awareness (SA), perceived credibility of information sources (IS) and self-efficacy (SE) with sustainable consumption (SC) patterns among Iranian and Japanese university students
Summary
Sustainability imperative has directed the development of many countries around the world [1]. The social indicators of well-being have been improving in the areas of public health, literacy and income in many countries, including Iran and Japan [2], while indicators of environmental quality have struggled to show signs of betterment. Pollution, soil erosion, drought, water scarcity, deforestation and unsustainable consumption have been increasing in many countries, pointing to the failure to decouple socio-economic development from its devastating negative impacts on the environment [3]. This unsure developmental pathway has triggered numerous social studies [4]. The study of sustainable consumption is a new arena in Iran and, given the worsening environmental
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