Exploring the Drivers of Sustainable Consumption Behaviour: A Path towards a Greener Future

Abstract

The overconsumption of products and services has increased tremendously worldwide, leading to the depletion of natural resources and other climate crises such as air pollution, water pollution, food and water shortages, and others. There has been a noticeable increase in the concern over climate crises, leading to the correspondence change in the consumption patterns of people. Consumers are exhibiting a favourable attitude towards “green” or environmentally friendly products and started converting their unsustainable consumption behaviour into more responsible and sustainable consumption. To extend the conceptual understanding of sustainable consumption behaviour, this study aims to postulate a conceptual framework on antecedents of sustainable consumption behaviour. The study examines the role of external, economic, and environment-related variables in influencing purchase intention and sustainable consumption behaviour toward green products. Extant literature reveals the positive influence of environmental awareness, environmental attitude, income, NGO initiatives, and governmental initiatives on the sustainable purchase intention of people and a favourable relation between the purchase intention and sustainable consumption behaviour. However, it should be noted that the price of products and the intent to purchase them have a weaker foundational relation. The study provides valuable insight for marketers and policymakers to determine sustainable business practices to attract environmentally conscious consumers.

Keywords: Sustainable Consumption Behaviour, Green Products, Purchase Intention, Environmental Factors, External Factors, Economic Factors

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