“…At the core of sustainable consumption and the focus of this study is understanding how and why consumers engage in behaviours that are deemed environmentally sound and sustainable. Previous studies have noted the effects of laws and government regulations (Stern, 2000;Wong et al, 1996), industry standards and practices (Wong et al, 1996), marketing campaigns (Chan, 1998), knowledge of environmental issues (Liberty and Hongjuna, 2010;Fraj-Andres andMartinez-Salinas, 2007a, 2007b), financial capability (Hedlund, 2011), consumer values and attitudes (Upham, 2012;Hartmann and Apaolaza-Ibanez, 2012), among others, on the adoption of various forms of proenvironment consumer behaviour. Underpinning these studies is the assumption that an environmentally sustainable behaviour is driven by a range of intrinsic and extrinsic factors.…”