Evaluation of sustainable consumption behavior according to sociodemographic factors in Indigenous communities

Household food consumption is a major driver of environmental impacts globally. Promoting sustainable consumption practices is crucial for addressing the challenges of resource depletion, food waste, and climate change. This study investigates the role of media literacy in fostering sustainable consumption awareness and behavior. A total of 432 Iranian consumers participated in the study by completing an online structured questionnaire. The data was analyzed using partial least squares structural equation modeling (PLS-SEM), revealing that the different aspects of media literacy, including usage, accessibility, content generation, and critical understanding, accounted for 93% of the variance in sustainable consumption awareness. Additionally, these factors explained 51% of the variance in sustainable consumption intention. The combined influences of sustainable consumption awareness and intention accounted for 87% of the variance in sustainable consumption behavior. To promote sustainable consumption, it is recommended to establish dedicated networks and channels that focus on delivering sustainable and healthy consumption content. Furthermore, organizing programs featuring environmental experts and interactive platforms, such as question-and-answer panels, can enhance critical understanding among media-literate audiences and contribute to the adoption of more sustainable consumption practices.

As China relaxes its birth policies and Chinese women gain greater mental and economic independence, the market for maternity clothing has expanded significantly. This essential item for pregnant women now features a vast design space and a growing consumer market, drawing widespread attention. However, due to the ongoing changes in pregnant women’s body shapes and the requirement for many to keep working and socializing during early and mid-pregnancy, maternity clothing has a brief usage period and a quick turnover, contributing to unsustainable consumption habits. This research aims to explore the effect of environmental awareness on sustainable consumption behavior in maternity clothing. Using Grounded Theory, the study investigates sustainability issues in maternity clothing consumption, identifying the factors and stages that influence sustainable consumption behavior. It focuses on two main questions: research question 1: How can the sustainability of maternity clothing be enhanced to minimize unsustainable consumption? research question 2: What impact does environmental awareness have on sustainable consumption behavior in maternity clothing? Maternity clothing represents a unique segment in the fashion industry due to its short-term usage and specific functional requirements. Despite its temporary use, maternity clothing consumption can significantly contribute to environmental degradation due to unsustainable production practices, use of non-eco-friendly materials, and disposal issues. Current literature has extensively covered sustainability in general fashion but has relatively overlooked the specific context of maternity clothing. Addressing research question 1 helps fill this gap by focusing on targeted strategies to enhance the sustainability of maternity clothing, thereby reducing its environmental impact. Environmental awareness is a critical driver of sustainable consumption behavior. However, the extent to which this awareness translates into actual purchasing decisions, especially in niche markets like maternity clothing, remains under-explored. Understanding this relationship can provide valuable insights into consumer behavior and help fashion brands design more effective sustainability initiatives. By examining research question2, the study aims to bridge the gap in literature regarding the specific impact of environmental awareness on consumption behaviors within the maternity clothing segment. This can inform strategies for promoting eco-friendly practices and increasing consumer engagement in sustainable fashion. To ensure the comments and reports were relevant, data collection was carried out from 2019 to 2023 using keywords such as “sustainable maternity clothing,” “eco-friendly maternity clothing,” “sustainable fashion,” “maternity clothing consumption,” and “postpartum clothing consumption.” A total of 1,086 relevant papers and other materials were obtained, Out of these ,45 viable texts were chosen for an in -depth analysis. The study identified factors related to environmental consciousness and three stages of sustainable maternity clothing consumption behavior. Additionally, it offers recommendations for encouraging sustainable consumption of maternity clothing through effective management practices.

Vietnam’s tourism sector has experienced rapid expansion, yielding significant economic gains, but also escalating environmental and socio-cultural challenges. This necessitates a shift toward sustainable tourism practices. This study develops and tests an integrative model combining the Theory of Planned Behavior (TPB) and Value–Belief–Norm (VBN) theory to investigate the Sustainable Consumption Behavior (SCB) of domestic travelers in Vietnam. Grounded in the country’s collectivist culture—characterized by a strong emphasis on communal values and social harmony—the research examines how rational decision-making and normative pressures jointly drive eco-friendly travel behaviors. Data were collected from 549 Vietnamese tourists through stratified sampling across three major regions, and were analyzed through a robust multi-step methodology, including Exploratory Factor Analysis, Confirmatory Factor Analysis, and structural equation modeling (SEM), supplemented by regression analysis. The SEM results indicate that the proposed model accounts for 60.8% of the variance in SCB, underscoring its explanatory power. Within the TPB framework, Attitude, Subjective Norms, and Perceived Behavioral Control significantly predict Behavioral Intention, which, in turn, mediates their influence on SCB. In the VBN component, Environmental Awareness shapes Altruistic and Biospheric Values, fostering the New Environmental Paradigm and activating Personal Norms, which exert a direct effect on SCB. This direct influence of Personal Norms, bypassing Behavioral Intention, highlights the role of implicit moral obligations in Vietnam’s collectivist cultural context and challenges Western-centric behavioral models. Beyond these frameworks, Destination Attributes and Consumer Innovativeness emerge as critical direct predictors of SCB, with Destination Attributes showing the strongest effect. Mediation analyses confirm Behavioral Intention’s central role, while moderation tests reveal that gender and travel experience modulate TPB-based relationships, suggesting the value of targeted interventions. Theoretically, this study advances TPB–VBN integration by applying it to a collectivist setting, revealing how cultural norms amplify normative influences on sustainable behavior. Practically, it advocates for strategies such as community-driven initiatives leveraging Personal Norms, educational campaigns to enhance Perceived Behavioral Control, and sustainable destination management initiatives in locations like Da Nang and Ha Long Bay. While the cross-sectional design limits causal claims, the findings provide a foundation for future longitudinal studies and cross-cultural comparisons, particularly in other collectivist societies, potentially incorporating digital engagement and policy incentives as novel factors.

Due to consumers’ sustainable consumption behaviors are influenced by different cultural and individual values. However, few research examines the influence of interpersonal harmony values in collective culture on sustainable consumption behaviors, especially combined with moral and ethical research. Referring to Values-Beliefs-Behavior Theory, this paper aims to construct a theoretical model to explore the impact of a dualistic model of harmony on sustainable consumption behavior. Meanwhile, the aims of this study is to explore the mediating effect of ethical evaluation on the relationship of different interpersonal harmony orientations on sustainable consumption behavior. The sample were selected the consumers who had lived in Chinese urban areas for at least the past six months and had experience using sustainable brands. A total of 800 online questionnaires were distributed and496 valid responses were recovered. The results reveal that two difference types of interpersonal harmony values positively influence sustainable consumption behavior, but the mediating role of ethical evaluation differs significantly between them. Specifically, harmony enhancement can activate consumers’ intrinsic moral beliefs, leading to sustainable consumption behavior. However, the intrinsic moral beliefs of consumers with disintegration avoidance are not directly activated, but they may still engage in sustainable consumption through other means. The findings of this study provide insights into how perceptions of interpersonal harmony values can transform into sustainable consumption behavior. Our research provides managers with advice, considering how to guide consumers to increase their harmony culture value and civic moral awareness in sustainable consumption.

Objective: This study investigates the role of CSR-stimulated moral elevation (CSRME) in promoting sustainable consumer behaviors (SCBs) aligned with SDG 12: Responsible Consumption and Production and strengthening Customer-Company Identification (CCI). It also examines whether CCI mediates the relationship between CSRME and SCBs. Theoretical Framework: The study is grounded in the Stimulus-Organism-Response (S-O-R) framework, which explains how CSRME (stimulus) influences CCI (organism) and drives SCBs (response). Method: A scenario-based experiment was conducted with 397 consumers of a sustainable fashion brand. PLS-SEM was employed to analyze the relationships between CSRME, CCI, and six SCBs: activism, buying less, mindful consumption, sustainable purchasing, sustainable use and disposal, and secondhand, vintage, and rental practices. Results and Discussion: Findings indicate that CSRME does not directly influence SCBs but plays a significant role in cultivating CCI, which in turn mediates the relationship between CSRME and SCBs. These results highlight the indirect impact of moral elevation on sustainability behaviors, reinforcing its relevance to SDG 12. Research Implications: The study extends CSR and consumer behavior research by identifying moral elevation as a primary emotional catalyst for customer-company identification and an indirect influencer of sustainable behaviors. Originality/Value: By emphasizing the emotional mechanism of moral elevation behind CSR engagement, this research offers new insights into how CSR can be leveraged to promote long-term sustainable consumption (SDG 12).

PurposeThe purpose of this study is to investigate the potential determinants of sustainable consumption behavior. This study describes lifestyle of health and sustainability (LOHAS) tendency and the effects of such lifestyles on the behavioral intentions for sustainable consumption in sharing economy.Design/methodology/approachThis research adapts LOHAS tendency, consumer attitude, subjective norm, perceived behavioral control and consumers' behavioral intention for sustainable consumption scale in Indian context to describe the sustainable consumption behavior by extending the theory of planned behavior (TPB). Data of 627 individuals collected through a questionnaire, after the scales validation process and thereafter a structural equation analysis has been performed.FindingsThe findings confirm the extended TPB, wherein LOHAS tendency has emerged as an antecedent to consumer attitudes for taking part in sustainable consumption. Results highlight that consumer attitudes, subjective norms and perceived behavioral control are significant determining factors of consumers' sustainable consumption behavior.Research limitations/implicationsThis study has examined the sustainable consumption behavior by considering the lifestyle tendency. A few other limitations are also discussed.Originality/valueConsumer behavior in sharing economy is surely one of the emerging research areas; there is dearth of research to understand Indian consumers' sustainable consumption, particularly from lifestyle perspective. This research establishes relationship between LOHAS tendency and sustainable consumption, which may serve as a contributor to sharing economy in terms of LOHAS consumer's lifestyle and their sustainable consumption behavior.

An augmenting body of research is elucidating the psychological impacts of climate change, revealing a potential positive linkage between climate change anxiety and sustainable consumption through constructive concern. This investigation seeks to discern the presence and magnitude of a statistically significant relationship between climate change anxiety and patterns of sustainable consumption behaviour. The research employs a convenience sampling method, acquiring data through a causal study, whereby 455 valid survey responses were collected from 12th May to 12th June 2023. The interactive survey, formulated via Google Forms, was disseminated across Turkey. Analytical procedures were performed utilising SPSS and LISREL software, incorporating exploratory factor analysis (EFA) and structural equation modelling (SEM) to interpret the data. Findings reveal a statistically significant relationship, within a 95% confidence interval, between climate change anxiety and sustainable consumption behaviour. A surge in climate change anxiety correlates with heightened environmental sensitivity, augmented saving tendencies, and an escalation in reusability inclinations. Conversely, it is associated with a decline in superfluous purchasing behaviour. It can be concluded that enhanced climate change anxiety among participants concomitantly amplifies their proclivity towards sustainable consumption’s sub-dimensions, such as environmental sensitivity, frugality, and reusability, while discretionary purchasing behaviours witness no augmentation. Certain limitations permeate the study: out of 487 respondents, 32 were omitted from analysis, suggesting the necessity for larger sample sizes in subsequent studies. Amplifying climate change awareness and endorsing sustainable consumption behaviour is pivotal to fostering a more sustainable world. Findings from the SEM imply that elevating environmental sensitivity could burgeon awareness regarding climate change. Given the pressing nature of the climate crisis, the current study postulates that climate change anxiety could serve as a catalyst for inducing sustainable consumption behaviour and underscores the imperative for further intricate research within this domain.

The overproduction and consumption of plastics has led to a global challenge of plastic pollution and waste. Citizens in particular have an important role to play as they interact with plastics constantly in their daily lives as consumers, but different plastics consumer profiles are hardly understood, resulting in a lack of tailored and effective engagement strategies. This study identifies and analyzes sustainable plastics consumer profiles based on behavioral and psychological characteristics obtained through a large-scale survey deployed among 7600 respondents in eight European countries. The responses were subjected to regression modelling and a two-step cluster analysis. This study found personal responsibility and self-proclaimed knowledge to be critical variables affecting all stages of sustainable plastics consumption behavior (i.e. purchasing, using and disposing), as well as a factor differentiating consumer profiles. Concern and perceived consequences, on the other hand, are not found to be strong predictors of sustainable plastics consumption behavior. Four distinct social groups are identified and labeled as “Waste Warriors”, “Waste Conscious”, “Waste Moderate” and “Waste Laggards”. The results of the cluster analysis confirm that the citizen profiles are heterogeneous with large differences in behavior, attitudes, and perceptions related to plastics, indicating a need for differentiated engagement strategies. The results of this study enrich the literature on plastics sustainable consumption behavior and confirm the predicting power of various socio-demographic and psychological factors. In addition, the knowledge of the relative size, characteristics and unique needs of specific social groups related to plastics behavior are important for various stakeholders and key to develop suitable and effective marketing and policy plans to combat plastic pollution at a European scale.

PurposeThis research aims to investigate the impact of fear and perceived knowledge (PK) of Covid-19 on the sustainable consumption behaviour (SCB) of Muslim consumers and to test the mediating role of (intrinsic) religiosity.Design/methodology/approachA total of 417 responses were collected during Covid-19 lockdown through an online structured survey using the snowball technique. A two-step research approach was adopted. In Study 1, an exploratory factor analysis was performed on the SCB measurement scale through SPSS. In Study 2, hypothesised associations were analysed using SmartPLS-SEM.FindingsPK of Covid-19 pandemic directly motivates SCB in Muslim consumers, whereas fear has no direct effect on any factor of SCB. Religiosity is found to be a significant driver of SCB. Indirect effects also depict that religiosity positively mediates the association between fear and SCB as well as PK and SCB.Practical implicationsThe study may guide policymakers and marketers in using the current pandemic as a tool to inspire sustainable consumption. Religious values, teachings and knowledge about the pandemics can be publicised to create awareness and induce desired behaviour to cope with adverse events and adopt sustainable consumption patterns and lifestyles among Muslim consumers.Originality/valueThe article is the pioneer of its kind to present survey research about Covid-19 fear and PK’s impact on SCB through religiosity. It adds to the Islamic marketing literature about religiosity, coping theory, PK and fear of pandemics and their role in transitioning Muslim consumers towards SCB. Moreover, the use of partial least squares structural equation modelling in the context of Covid-19 research was extended.

This study explores the influence of green advertisements on consumers' tendencies towards sustainable consumption in Turkey. The Attention-Interest-Desire-Action (AIDA) model serves as the theoretical framework, guiding the investigation of how green advertisements capture consumer attention, cultivate interest, and ultimately lead to action in the form of sustainable consumption practices. An online questionnaire was distributed to a sample of 291 participants, and the data was analyzed using Structural Equation Modeling (SEM) with AMOS. The findings reveal that attention to green advertisements significantly affects interest in them. Furthermore, interest in green advertisements is positively associated with a desire for sustainable consumption. Finally, the desire to engage in sustainable consumption practices is a significant predictor of consumers' actions towards such practices. These findings highlight the potential of green advertisements to promote sustainable consumption among Turkish consumers.

The present study examines the complex relationship that exists among education, consumer consciousness, governmental oversight, and sustainable consumption practices in the vicinity of Ciawitali Market, Garut Regency. Insights regarding the demographic profiles, educational attainment, consumer awareness, perception of government regulation, and sustainable consumption behavior of 195 participants were obtained from the sample. The relationships between these variables were analyzed utilizing Structural Equation Modeling-Partial Least Squares (SEM-PLS). Positive correlations were found between education and sustainable consumption behavior, consumer awareness and sustainable consumption, and government regulation and both consumer awareness and sustainable consumption behavior, according to the findings. The model demonstrated a strong correspondence with the data, underscoring the importance of effective government regulations, consumer education, and consumer awareness in promoting sustainable practices. By utilizing these insights, policymakers, educators, and market stakeholders can effectively develop focused interventions that promote sustainable development in the Ciawitali Market.

This study investigates the factors affecting on sustainable consumption intention and behavior of Vietnamese customers by appling quantitative and qualitative approaches. Research data was collected from a survey of 551 consumers with diverse demographics and used to be processed with SPSS and Smart PLS software. Since then, the authors proposed a research model, in which sustainable marketing, environmental awareness, government policy were identified as major drivers for generating sustainable consumption intention and behavior. These findings have provided a direction for future studies on sustainable consumption behavior and created an initial foundation to help government and enterprise come up with solutions to promote this behavior in Vietnam.

PurposeThis article attempts to explore the theoretical model and structural dimensions of sustainable consumer behaviour to develop a “sustainable consumer behaviour scale” for sustainable electronic products. Further, this study has tried to elaborate sustainable consumer behaviour by considering the complete consumption cycle which includes purchase, usage and disposal of the sustainable electronic products.Design/methodology/approachThe theory of planned behaviour (TPB) has been employed to understand the multidimensional nature of sustainable consumer behaviour with the help of qualitative and quantitative methods. With the help of a pilot study followed by a main study, a sustainable consumer behaviour scale for sustainable electronic products has been tested and validated for its factor study, reliability, validity and model fit, etc. Moreover, the influence of demographic variables has also been examined with the help of multi-group analysis.FindingsThis study highlights that the perceived control behaviour and subjective norms are the major factors that influence sustainable consumer behaviour. Moreover, the results also indicate that female consumers, mid income consumers, young consumers (age below 30) and consumers who have studied up to senior secondary level are more sustainable.Research limitations/implicationsThe results can be used by policymakers and managers to identify and target particular subjective norms and factors impacting perceived control behaviour along with a specific set of demographics to increase sustainability amongst consumers and businesses. The results of the current study can help in increasing the focus of the academic research towards sustainable consumer behaviour. It will also encourage firms to include sustainable electronic products in their product line.Originality/valueTo the best of authors' knowledge, the current article is the first empirical study to develop a sustainable consumer behaviour scale by including all the different stages of the consumption cycle using TPB for sustainable electronic products. Although multiple efforts have been made by researchers to analyse sustainable consumer behaviour, there is a scarcity in literature in which research has been done to analyse sustainable consumer behaviour by considering the whole consumption cycle (purchase, usage and disposal).

Sustainable consumption behavior is increasingly becoming a topical issue in most developing economies. The growing unfavorable ecological footprint of most developing countries, including Nigeria, is becoming of concern and needs to be managed or reduced through strategic policy prescription and marketing strategy. Thus, insight from factors inhibiting sustainable consumption behavior could be a primary source to trigger reductions. Nevertheless, fostering sustainable consumption behavior in southern Nigeria, where the phenomenon is relatively nascent, requires contemporary insights into the factors that inhibit consumers to adopt sustainable consumption behavior. This research examines factors that discourage consumers' adoption of sustainable consumption behavior in southern Nigeria and uses those factors to develop a theory. A self‐administered questionnaire was used to collect data from 3,495 academic staff in nine universities in southern Nigeria. Structural equation modeling with the aid of SmartPLS 2.0 software was used to analyze the causal model. Statistical support was found mainly for sustainability awareness as the most critical inhibitor. Other inhibitors with lesser significance are government regulation, price perception, and religious and social groups. The marketing management and public policy implications are discussed.

Utilizing the framework of the theory of planned behavior, a new model has been extracted and validated empirically to explore the role of green human resource management (GHRM) practices in the attainment of the sustainable development goals (SDGs) among textile manufacturing firms. Therefore, this research study is the first attempt to empirically investigate the impact of green skills and employee green attitudes that may proffer a better explanation of the nature of the relationship between GHRM and the SDGs, proposing an inclusive re`search model on the effect of GHRM on the SDGs in the hi-tech manufacturing industry. Questionnaires were distributed to 465 textile firms; however, of those returned, only 197 surveys completed in all respects were used for further empirical investigation. PLS-SEM was used to analyze the data to assess the validity and reliability of the instrument. The outcomes of the study affirmed the theoretical model according to which GHRM has a positive association with employee green attitudes, employee skills, decent work, and sustainable consumption and production behavior. Employee green attitudes and decent work had a positive effect on sustainable consumption and production behavior. It is also beneficial to identify significant moderators to explain the processes and circumstances through which the attitudes of employees are transformed into the desired behaviors. Therefore, individual green values were taken as moderators in the study to assess how they impacted the relationship between GHRM and employee green attitudes, as well as that between employee green attitudes and sustainable consumption and production behavior. The results also revealed that an employee’s green attitude acted as a partial mediator between GHRM and decent work. Moreover, employee green attitudes and employee skills fully mediated between GHRM and sustainable consumption and production behavior.