Sustainable Consumption Behavior Research Articles

The role of motivation and knowledge in promoting green consumer behavior in Saudi Arabia and Pakistan

This research explores the factors influencing consumers’ intentions and behaviors toward purchasing green products in two culturally and economically distinct countries, Saudi Arabia and Pakistan. Drawing on Ajzen’s Theory of Planned Behavior (TPB), the study examines the roles of altruistic and egoistic motivations, alongside environmental knowledge, in shaping green consumer behavior. Altruistic motivation, driven by concern for societal well-being and environmental sustainability, is found to have a stronger impact on green purchase intention and behavior in both countries, particularly in Pakistan. Egoistic motivation, which focuses on personal benefits like health and cost savings, also contributes but with a lesser influence. The research employs a cross-sectional survey design, collecting data from 1000 respondents (500 from each country) using a stratified random sampling technique. The collected data were analyzed using structural equation modeling (SEM) to examine the relationships between variables and test the moderating effects of environmental knowledge. The results reveal that environmental knowledge significantly moderates the effect of both altruistic and egoistic motivations on green purchase intention, enhancing the likelihood of eco-friendly consumption. These findings underscore the importance of environmental education in promoting sustainable consumer behavior. The originality of this study lies in its comparative analysis of green consumerism in two distinct contexts and its exploration of motivational factors through the TPB framework. Practical implications suggest that policymakers and marketers can develop strategies that appeal to both altruistic and egoistic drivers while enhancing consumer knowledge of environmental issues. The study contributes to the literature by expanding TPB to include the moderating role of environmental knowledge in understanding green consumption behavior across diverse cultures.

Survival of the greenest: how evolutionary motives affect sustainability campaign message persuasiveness

Purpose The growing concern around sustainability highlights the need to change individual consumption behaviour. Using evolutionary theory, the purpose of this paper is to present a framework that demonstrates the process by which a consumer’s ultimate motives (thoughts, emotions, and perceptions that come from the evolutionary motives) impact sustainability campaign message persuasiveness (SCMP). Design/methodology/approach The framework was tested using partial least squares analysis with data from an online survey of 237 consumers. Findings Ultimate motives influence the SCMP through a mediating relationship, via a consumer’s sustainable consumption attitude and behaviour. The perceived sense of urgency around sustainability issues and the consumer’s connection to nature were also identified as key moderators that impact relationships between ultimate motives and consumers’ sustainability attitudes and behaviours. Research limitations/implications Future research could explore the impact of other factors, such as values, social norms, culture and governmental regulations, on individuals’ reactions to sustainability marketing. Practical implications The findings indicate the importance for managers to grasp the multifaceted nature of ultimate motives. By heightening particular ultimate motives, marketers can steer individuals towards sustainable attitudes and behaviours, consequently increasing the probability of favourable reactions to sustainable consumption messages. Originality/value This study addressed the two main limitations of research into SCMP by providing a theoretical grounding and focusing on the drivers of consumer behaviour, instead of campaign messaging aspects (e.g. framing). The empirical analysis, including identifying interactions between ultimate motives, supports the use of evolutionary theory to explain SCMP.

Sustainable Behavior of Generation Z Tourists’ Water Consumption

Tourism is one of the sectors with the highest demand for fresh water. Indicators suggest that water consumption by tourists is more than double that of residents. This phenomenon can be explained by tourists’ interest in engaging in unique experiences, which frequently entails putting sustainable practices aside. To mitigate the environmental impact of tourism and promote sustainable practices, the state of Quintana Roo has implemented the Sustainable Tourism Master Plan 2030, linking the government and companies to reduce environmental impacts by reducing tourists’ water consumption. Despite these efforts, the use of fresh water by tourists continues to be more than double that of residents. Consequently, tourists’ sustainable behavior is not significantly influenced by external factors, such as awareness campaigns, but depends more on the personal aspects of each individual. Generation Z stands out for being more aware of environmental problems and showing a willingness to modify their behavior towards more sustainable practices. The objective of this study was to explain the factors that influence the sustainable behavior related to water consumption among Generation Z tourists. The methodology employed was cross-sectional, with a quantitative approach, focused on attitude variables, subjective norms, and perceived control as determinants of sustainable behavior. This research is also considered nonexperimental, as there was no direct intervention with the subjects of the study, A non-probabilistic convenience sampling method was used to collect data directly from Generation Z tourists in the state of Quintana Roo, specifically from the destinations of Tulum, Playa del Carmen, Bacalar, and Cancún. These locations were selected due to their prominence as major tourist attractions within the data collection areas, without further differentiation or classification. Data were collected through a face-to-face survey conducted over a period of two months, with a total of 408 respondents participating, of whom 57.8% were male. The results revealed that subjective norms and perceived control influence sustainable water consumption behavior, while attitudes do not have a direct impact. These findings will provide governments and businesses with a basis to design more effective strategies that encourage sustainable behavior among Gen Z tourists, thus offering a starting point for understanding the behavior of other generations.

New Zealand ethical consumption driven by universalism and personal achievement; can it also be fun?

ABSTRACT Overconsumption and environmental pollution in New Zealand are leading to the depletion of its resources, threatening its ecosystem. This paper explores New Zealanders’ ethical and sustainable consumption behaviour, and the motivations and values that drive them. Seventy in-depth interviews with a variety of ethical consumers were conducted and analysed using laddering technique to uncover drivers behind ethical consumption habits. Results reflect the complexity and variety inherent in ethical consumption, and its motivations and drivers. Most ethical behaviours are environmentally focused, aimed at pollution reduction and environmental conservation. Ethical behaviours with a social focus are directed at the local or the international community. Social justice, equality and unity of nature (all sub-values of universalism) are revealed as drivers of ethical behaviours, and are complemented by personal achievement (feeling capable) and feelings of enjoyment – consuming ethically can also be ‘fun’. The complexity of the findings highlights the need for customised messaging from policymakers and businesses to increase ethical consumption behaviours in New Zealand.

Influence of religiosity on sustainable consumer behavior in Gulf Cooperation Council (GCC) countries

Influence of religiosity on sustainable consumer behavior in Gulf Cooperation Council (GCC) countries

Factors Influencing Consumer Upcycling Behavior—A Study Based on an Integrated Model of the Theory of Planned Behavior and the Technology Acceptance Model

In the context of the global climate change debate, changing consumer awareness and guiding them towards sustainable lifestyles should be key considerations. This study investigates the factors influencing consumers’ upcycling behaviors by conducting research and collecting 336 valid questionnaires at the “Eco Blet” sustainable design exhibition and workshop held at Livat Beijing (Ingka Centres Beijing). The survey results revealed that consumers’ upcycling behavior is significantly influenced by subjective norms, perceived behavioral control, perceived usefulness, and attitudes. In addition, individuals with higher levels of education and those with annual incomes of less than 100,000 RMB and more than 400,000 RMB are more likely to engage in upcycling. The empirical analysis of consumer upcycling behavior is conducted using structural equation modeling (SEM), and the theory of planned behavior (TPB) and technology acceptance model (TAM) are integrated into a comprehensive framework. This research provides both theoretical support and practical insights for promoting sustainable consumer behaviors, contributing significantly to carbon emission reduction.

From Knowledge to Action: The Power of Green Communication and Social Media Engagement in Sustainable Food Consumption

Understanding what drives sustainable consumer behavior is crucial for effective green marketing strategies. We set out to explore the mechanisms explaining the relationships between environmental attitudes, perceived environmental knowledge, and green consumption values on consumer behaviors, specifically the mediating roles of receptivity to green communication and social media engagement with environmentally friendly firms. We also investigated the moderating role of information seeking in these relationships. Data were collected through a survey of 610 Greek respondents between May and July 2024 and analyzed using IBM SPSS and AMOS version 23. Findings show significant and positive paths between green consumption values and receptivity to green communication, e-word-of-mouth intention, food behavior, and other environmental behaviors, while receptivity to green communication and social media consumers’ engagement with environmentally friendly firms has a significant and positive impact on e-word-of-mouth intention and food behavior. Findings reveal that credible and detailed communication is essential for engaging information-seeking consumers, who are more critical of green messages.

Breaking down purchasing intentions: selecting policy instruments for sustainable consumption

ABSTRACT Despite the breadth of sustainability issues, research on sustainable consumption mostly concentrates on environmental-orientated consumption and values. Alongside environmentally oriented approaches, policies mixes encouraging sustainable consumption need to account for socially responsible purchasing behaviour, such as ensuring inclusivity, as well as for the cognitive biases and heuristics underpinning such practices. This study investigates consumer motivations in Hong Kong through analysing a territory-wide survey to inform knowledge regarding the social aspect of sustainable consumption behaviour. We find a correlation between sense of belonging and social consumption intent, and empathy and social consumption intent, which is not the case for sustainable consumption intent. There is no significant correlation between moral obligation and sustainable consumption intent or between sense of belonging and sustainable consumption intent. Finally, knowledge is positively correlated to social and sustainability consumption intention. This provides insights into how policy tool mixes can be more impactful in motivating sustainable purchasing practices while identifying gaps in the conceptualization and understandings of sustainability that need addressing.

Mitigating overconsumption through mindfulness: the role of cashless payments in impulsive buying and sustainable consumer behaviour

ABSTRACT Cashless payments are becoming increasingly common and potentially cause relevant overconsumption issues, a key concern in Sustainable Development Goal 12 (United Nations 2015). This study explores the impact of this phenomenon and proposes measures to address it. Insights from 498 e-commerce shoppers analysed in SEM reveals a positive relationship between cashless payments and impulsive buying (β = 0.23). However, mindfulness significantly reduces impulsive tendencies (β = –0.55) and moderates the influence of cashless payments on impulsive behaviour. These findings contribute to consumer behaviour literature by highlighting how mindfulness can curb impulsive buying, thereby promoting sustainable consumption. The research provides actionable insights for policymakers and marketers aiming to foster responsible consumer practices in the digital age, aligning with global sustainability efforts.

Impact Factors for Sustainable Consumption in Todays World

One can define sustainable consumption as the act of procuring services or products that satisfy the requirements of individuals while simultaneously reducing the impact on the environment, which has become increasingly important in addressing global challenges like climate change and resource depletion. The present study explores the factors influencing sustainable consumption, focusing on social, economic, psychological, policy, and business strategy aspects. By reviewing research surveys, results of regression analysis, and case studies, this paper reveals that social norms, income levels, environmental awareness, government policies, and green marketing strategies significantly impact consumers sustainable consumption behaviors. The findings of the study emphasize that sustainable consumption can only be effectively promoted if multifaceted influences are considered in an integrated manner and several sustainable strategies involving all stakeholders are put in place. Ultimately, this investigation renders useful awareness for the benefit of consumers, companies, and policymakers who are interested in enhancing their practices regarding sustainability.

Role of Theory of Planned Behavior in Interpreting Sustainable Consumption Behavior : A Meta-Analysis

Role of Theory of Planned Behavior in Interpreting Sustainable Consumption Behavior : A Meta-Analysis

Key Factors Influencing Consumer Choices in Wood-Based Recycled Products for Circular Construction Sector

This article explores the integration of wood recycling and reuse practices within construction and reconstruction processes, as highlighted in a wood products questionnaire. The aim of this study is to understand how the Romanian consumers perceive the circular economy in order to adopt responsible consumption models. The working instrument consisted of a questionnaire. The questionnaire was applied to 60.7% urban respondents and 39.3% rural ones and consisted of 23 items. The response rate was 68.5% for certain items (257 responses). In the first part, the integration of wood recycling and reuse practices within construction and reconstruction processes is examined. Emerging recycling techniques and demolition processes, particularly incorporating reused, reconditioned, and recycled wood in the construction industry, are evaluated. The economic and environmental implications of these practices are also examined, contributing to the discussion of eco-design policies, and construction waste management and standards. In the second part, insights are provided into how Romanian consumers’ knowledge of CE principles, information about product characteristics, and attitudes influence the demand for recycled wood products. The study concludes with recommendations for better promotion strategies of wood-based recycled products, aiming to increase awareness of its long-term environmental and socio-economic benefits. Additionally, it suggests the need for providing more information on the environmental benefits of wood-based recycled products, and for a more active engagement of stakeholders in the transition to a circular economy. The results serve as a basis for a better understanding of Romanian consumers’ adoption of sustainable consumption behavior in agreement with circular economy concepts and SDGs. While the majority of respondents generally shows openness to an eco-friendly product, mere promotion of these principles may not suffice to change entrenched behaviors and purchasing habits.

Enhancing Environmental Awareness for Sustainable Retail: Analysis of the Buy-Online-and-Return-in-Store Policy Adoption Using Theory of Planned Behavior

This study explores the context of buy-online-and-return-in-store (BORS) policy from an environmental perspective and conducts a comprehensive analysis through the theory of planned behavior (TPB). Adding environmental awareness and awareness of consequences provides a new perspective on how sustainable practices can be enhanced through an omni-channel retail strategy. Survey responses from 405 participants were analyzed using structural equation modeling. Results show that attitudes, subjective norms, and perceived behavioral control are key determinants of practical BORS policy. The study found that environmental awareness significantly influenced BORS adoption directly and indirectly by enhancing perceived behavioral control, whereas consequence awareness primarily affected adoption by shaping consumer attitudes. Compared with consumers who choose to return online, consumers who prefer in-store returns show higher environmental awareness, highlighting the environmental advantages of BORS. In addition, the BORS policy improves overall shopping satisfaction by integrating the convenient process of online purchases and offline returns, allowing consumers to switch freely between different channels. These findings provide valuable insights for retailers and policymakers seeking to promote sustainable consumer behavior to effectively promote the importance of sustainable retail practices.

Shaping sustainable tourism: how minimalism and citizenship behavior influence tourists’ proenvironmental behavior

Purpose This study aims to examine the roles of minimalist and citizenship behaviors in influencing sustainable tourism practices. It further examined the role of moral credit as a mediating factor in these relationships. Additionally, this research scrutinizes the moderating effects of age and gender on these behavioral influences. Design/methodology/approach This study used a descriptive, quantitative and cross-sectional design to examine the data of 451 tourists visiting three destinations in India. The proposed conceptual model was evaluated through partial least squares structural equation Modeling, and the impact of the control variables was examined via PLS-Multi Group Analysis. Findings The results confirmed that minimalist and citizenship behaviors significantly influence pro-environmental actions. Moral credit has emerged as a pivotal bridge between these behaviors and sustainable tourism practices, underscoring its mediating role. Additionally, the analysis revealed that age and gender substantially moderated these relationships, highlighting the demographic-specific dynamics. Originality/value This study provides novel insights into how behaviors such as minimalism and citizenship contribute to sustainable travel practices. The identification of moral credit as a key mediator, along with the demographic nuances of age and gender, offers unique perspectives on sustainable consumer behavior dynamics within tourism. These findings provide valuable directions for stakeholders in sustainable tourism and policymakers aiming to cultivate positive consumer behaviors and advance the sustainability of the sector.

Selling sustainability: making green advertising more concrete with circular economy message framing

Advertising for green products is often deemed too abstract, limiting some consumers’ interest in purchase. Examination of how to reduce this perceived abstractness is scant. Drawing on construal level theory, conceptual metaphor theory and the circular economy, we propose that circular economy message framing can reduce the perceived abstractness of green advertising because it is based on the conceptual metaphor of a circle. This reduced abstractness, in turn, increases green advertising effectiveness. Two studies demonstrate that circular economy framing of green advertising claims on laundry detergent packaging elicits more concrete interpretation, particularly for consumers in a more concrete mindset who previous research shows are unaffected by green advertising’s perceived abstractness. This more concrete interpretation leads to a willingness to pay more for the advertised brand. A third study shows that when consumers are exposed to an educational video that frames sustainability as the circular economy, they perceive sustainability as more concrete and are more willing to engage in sustainable consumption behaviors than consumers who are exposed to an unrelated video. Findings offer insights for theory and practice to increase green advertising’s effectiveness and improve the uptake of sustainable consumption.

EXPLORING SUSTAINABLE CLOTHING CONSUMPTION IN ROMANIA: THE MIDDLE-INCOME CHALLENGE

Immense pressure is placed on the textile industry in middle-income countries like Romania, where natural resources are becoming increasingly scarce due to the growing demand for clothing fueled by excessive consumerism. The significant amount of clothing waste in Romania highlights the negative effects of fast fashion, despite growing public awareness of its environmental consequences. During these times it is important to advocate sustainable clothing consumption behaviors, like choosing recyclable clothes over new items or preferring sustainable clothing items over fast fashion. There is a need to shift consumers’ clothing consumption towards a more sustainable one. Promoting sustainable practices and economic growth in middle-income countries like Romania can reduce the negative impacts of excessive clothing consumption and decrease the burden on the textile industry. To enhance sustainable clothing consumption, it is important to apprehend the factors that predict consumers’ intentions to purchase sustainable clothing consumption. However, the literature provides limited research exploring the underlying factors that determine consumers’ intention to purchase sustainable clothing in middle-income countries. Moreover, the impact of consumers’ environmental awareness on their sustainable clothing purchase motivation is underexplored. To fill the research gap, this study intends to analyze the problem by providing an exploration of the sustainable consumption field through the development of a comprehensive framework that examines the behavioral factors influencing consumers in Romania to buy sustainable clothing. This study’s novelty integrates social value orientations with the theory of planned behavior and analyzes data from 1,018 Romanian respondents using statistical methods like partial least squares path modeling. The findings of the study reveal that altruistic values, social norms, and positive attitudes significantly impact Romanian consumers’ intentions to purchase sustainable clothing. These discoveries grant significant guidance for promoting sustainable clothing consumption and provide practical implications for the textile industry in middle-income countries like Romania when addressing clothing overconsumption.

Çevresel, sosyal ve ekonomik sürdürülebilirlik bilincinin ve algılanan tüketici etkinliğinin sürdürülebilir tüketim bağlamında incelenmesi

This systematic literature review examines the environmental, social and economic dimensions of sustainability consciousness within the framework of altruistic and selfish approaches. The study aims to analyse the effects of these consciousness levels on sustainable consumption. The research covers academic studies published in Web of Science, Scopus and Google Scholar databases between 2010 and 2024. Environmental sustainability awareness includes individuals' awareness of ecological problems and the environmental impacts of consumption behaviours. Social sustainability awareness focuses on issues of justice, equality and social welfare. Economic sustainability awareness enables consumers to act from the perspective of economic rationality. Perceived consumer effectiveness (PCE) is emphasised as a critical antecedent of sustainable consumption. High ATE increases the likelihood of individuals adopting sustainable consumption behaviours. In conclusion, this systematic literature review offers recommendations for understanding and enhancing perceived consumer effectiveness by comprehensively addressing environmental, social and economic sustainability awareness. For future research, the study suggests comparing different dimensions of sustainable consumption between developing and developed countries and exploring the intrinsic motivations behind sustainable consumption behaviours.

Artificial Intelligence, Smart Applications and Sustainable Consumption: A Theoretical Overview

Sustainable consumption means consuming natural resources consciously, considering future generations. In today's technological age, artificial intelligence and smart applications are used to achieve sustainability goals. In this context, this article examines the impact of artificial intelligence (AI) and smart applications on promoting sustainable consumption behavior. Providing a comprehensive theoretical framework, this article explores how AI technologies support informed decision-making, maximize resource management, and deliver positive environmental impact across a variety of industries. Through a variety of examples, from energy management plans to environmentally friendly retail platforms, the effects of artificial intelligence and smart applications on sustainable consumption are highlighted. This article includes examples of smart applications used to promote sustainable consumption around the world and in Türkiye. Natural challenges that need to be overcome, such as algorithmic biases, data privacy issues and the digital divide, are also mentioned. The article offers recommendations for Türkiye, highlighting the importance of financing digital infrastructure, data privacy laws, digital literacy initiatives and innovation ecosystems, with the aim of emphasizing the importance of artificial intelligence (AI) and smart applications for sustainable consumption.

Green consumption: the role of perceived symbolic value and personal innovativeness

Purpose This study aims to explore the relationship between personal innovativeness, perceived symbolic value and green purchase intentions within the context of sustainable consumption. Specifically, it investigates how personal innovativeness influences both green purchase intentions and perceived symbolic value and examines whether perceived symbolic value mediates the relationship between personal innovativeness and green purchase intentions. Design/methodology/approach Using a survey-based quantitative approach, data were collected from a sample of Indonesian consumers using online panels via SurveyMonkey®. The study used Rogers’ diffusion theory to conceptualize personal innovativeness and drew on theories of symbolic consumption to frame perceived symbolic value. Partial least square structural equation modeling was used to test the proposed hypotheses and explore the relationships among the constructs. Findings The results indicate that personal innovativeness positively affects green purchase intentions and enhances the perceived symbolic value of green products. Moreover, perceived symbolic value influences green purchase intentions and partially mediates the relationship between personal innovativeness and green purchase intentions. These findings underscore the critical role of symbolic value in the adoption of green products and highlight personal innovativeness as a key driver in sustainable consumer behavior. Originality/value This research contributes to the sustainable consumption literature by integrating personal innovativeness with symbolic value considerations in green purchasing decisions, offering a novel insight into how individual traits and product symbolism interact to influence consumer behavior in the context of environmental sustainability.

Sustainable consumption behavior among Bahraini young female consumers

Sustainable consumption behavior among Bahraini young female consumers