Modelling the predictors of young consumers' sustainable consumption intention

Abstract

Sustainable consumption refers to consumers' socially and environmentally responsible consumption practices. The present study is the first to investigate possible individual, behavioural, and situational factors that predict sustainable consumption intention among young consumers in India. A survey was carried out on 325 young consumers. Structural equation modelling was applied to check the extent to which the considered variables predicted sustainable consumption. The results determined drive for environmental responsibility, subjective norm, and attitude towards sustainable consumption as key predictors of consumers' sustainable consumption intention. The paper offers a better understanding of the main predictors of consumers' sustainable consumption intention. Such understanding may enable managers to design effective marketing strategies to encourage sustainable consumption intention and behaviour.

When does a social norm catch the worm? Disentangling social normative influences on sustainable consumption behaviour

“…In terms of sustainable consumption, social normative influences were already the subject of research regarding food choice (Chekima, Chekima, & Chekima, 2019; Dowd & Burke, 2013; Zhou, Thøgersen, Ruan, & Huang, 2013), purchase of everyday necessities (Demarque et al, 2015; Minton & Rose, 1997; Pickett‐Baker & Ozaki, 2008), energy‐efficient household appliances (Nguyen, Lobo, & Greenland, 2016) and clothing (Kim et al, 2012). While numerous studies evidence effects of social normative influences on sustainable consumption practices (e.g., Cheah, Shimul, Liang, & Phau, 2020; Demarque et al, 2015; Dowd & Burke, 2013; Joshi, Sangroya, Srivastava, & Yadav, 2019; Kim et al, 2012; Loschelder, Siepelmeyer, Fischer, & Rubel, 2019; Minton & Rose, 1997), there are instances that evidence none (Chekima et al, 2019; He & Kua, 2013; Zhou et al, 2013), while others report their ambiguous influence—they affect intentions, but not behaviour (Nguyen, Lobo, Nguyen, Phan, & Cao, 2016). More importantly, while it is theoretically implied that social norms function as a catalyst to personal norm formation, which, in turn, represents the primary determinant of pro‐social behaviour (Hopper & Nielsen, 1991), most studies on sustainable consumption do not explicitly investigate this motivational route as well as its relevance for influences of perceived social norms on behavioural intentions.…”

Young consumers' purchase intention toward organic food: exploring the role of mindfulness

“…Jordan et al (2014) reported a significant mediation of attitudes in the relationship between trait mindfulness and food choice. Joshi et al (2019) reported a significant mediation effect of attitude on the relationship between perceived knowledge and consumption intention. Lau and Hashim (2020) observed that PBC mediated the effect of environmental concern on green intention.…”

Does gamified interaction build a strong consumer-brand connection? A study of mobile applications

“…As mentioned above, firstly, CFA was performed with maximum likelihood method to analyze the validity and reliability of the measurement indicators. Each construct was having good internal consistency as composite reliability (CR) varies from 0.76 to 0.92 (see Table 2), which was higher than the suggested value of 0.70 (Hair et al, 2010;Joshi et al, 2019). The convergent validity of latent constructs was analysed using item loadings and average variance extracted (AVE) (Islam et al, 2019).…”