“…Still, consumer behavior toward sustainable consumption depends on reducing consumption, choosing more sustainable goods and services, reducing energy consumption, and moving toward buying from ecologically friendly companies (Peattie, ). Sustainable consumption seeks to reduce negative environmental effects; the key way to do this is by increasing the purchase of green product (Liobikienė & Bernatonienė, ). As a matter of fact, several studies have focused on consumers’ purchasing intentions and their behavior toward green products (Peattie, ), and numerous theories have been employed to examine sustainable consumption behavior, including: - Value–Beliefs–Norms (VBN) Theory,
- Motivation–Opportunity–Ability (MOA) Theory,
- Social Cognitive Theory,
- Alphabet Theory,
- Attitude–Behavior–Context (ABC) Theory,
- Theory of Planned Behavior (TPB),
- Theory of Reasoned Action (TRA), and
- Consumption Value Theory (Groening, Sarkis, & Zhu, ; Liobikienė & Bernatonienė, ; Phipps et al., ).
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