Title:Modelling the predictors of young consumers' sustainable consumption intention Year: 2019

Authors: Yatish Joshi, Deepak Sangroya, Anugamini Priya Srivastava, Mayank Yadav
Journal: International Journal of NonProfit and Voluntary Sector Marketing
Publication date: 2019
Publisher: Wiley Online Library
URL: click here


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.