“…To address the weaknesses of self‐reported behaviour in consumption models, scholars of several disciplines have used the constructs of purchase intention (PI) and more lately sustainable purchase intention (SPI) and also green customer purchase intention in analysing sustainable consumption, as intention is seen to precede actual buying behaviour (de Carvalho et al ., , see also Chekima et al ., ). In addition to personal values, a vast number of factors that may affect SPI – or, more generally, sustainable consumer behaviour – have been identified, including demographic characteristics, product‐related factors and information (quality, characteristics, subsidies and promotions, eco‐labels), market‐related factors (price, availability), consumers’ trust, and cultural and institutional factors (peer opinion, brand attitudes) (Chekima et al ., ; Eijgelaar et al ., ; Lin and Huang, ; Shao et al ., ; Watkins et al ., ). However, the link between intention and behaviour can be far from straightforward (Young et al ., ; Chatzidakis et al ., ).…”