Exploring the antecedents of sustainable consumers' purchase intentions: Evidence from emerging countries

Abstract

The purpose of this research study is to examine the antecedents of sustainable purchasing intention among two Asian countries' consumers, namely, India and Indonesia. Snowball sampling is used to collect data from 642 respondents from the two countries, and analyzed using structural equation modeling. Results reveal that antecedent variables such as environmental knowledge and environmental concern had a substantial impact on sustainable attitudes (SAs) and perceived behavior control; however, perceived behavior control had no impact on Indian consumers. While for Indian consumers, subjective norms had decisive moderating association between SAs and sustainable purchasing intention; for Indonesian consumers, it did not. Further, subjective norms did not show any moderating association between Indian and Indonesian consumers' perceived behavior control and sustainable purchasing intention. Finally, trust showed a significant moderating relationship between SAs, perceived behavior control and sustainable purchasing intention for Indian customers but not for Indonesian consumers.

RETRACTED: Exploring the sustainable consumption behavior in emerging countries: The role of pro‐environmental self‐identity, attitude, and environmental protection emotion

“…A favorable response to the processing of the stimuli is purchase intention or behavior. The intention is a valid predictor of the actual behavior (Lavuri, Jindal, et al, 2022). Purchase intention can be regarded as a reflection of consumers' behavioral outcomes/responses that have regarded purchase intention (Lavuri, 2022) and willingness to buy (Nagoya et al, 2021) as the response in the S‐O‐R model.…”

“…They are becoming more cognizant of the packaging they often use (Yang et al, 2022). A strong correlation exists between AVs and pro‐environmental behavior (Dermody et al, 2018); leading to more sustainable purchases (Lavuri, Jindal, et al, 2022). It encourages pro‐environmental self‐identification and is influenced more by altruistic principles than egoistic ones (de Groot et al, 2012); this represents the contrast between altruistic ideals, which are mutually beneficial and transcendent, and the egoistic, instrumental, and ego‐boosting values many aspire to (Crompton & Kasser, 2010).…”

Predicting the value‐based determinants of sustainable luxury consumption: A multi‐analytical approach and pathway to sustainable development in the luxury industry

“…Next, we show that the association between six consumption values and PUI is mediated by CES. This concurs with the findings of Lavuri et al (2023) and Qasim et al (2019), as consumers' inner moral beliefs and values chronically reflect their ideal ethical selves—that is, their self‐sacrifice in protecting the environment, emotional and inquisitive involvement, combined with positive functional, situational, and social value‐expressive functions towards sustainable luxury fashion can have the power to allure their conspicuous ethical selves. When these consumption values reflect consumer's aspiration to be perceived as ethically conspicuous, it demonstrates a potent predictive relevance (75.77% ANN‐Model A ) and echoes the new school of thought on the harmonious relationship between sustainable luxury and consumer behavior (e.g., Amatulli et al, 2021; Vanhamme et al, 2023).…”

“…Qasim et al (2019) and Bhutto et al (2022) provide some preliminary support for our reasoning by documenting the mediating role of CES within the TCV framework, although they mainly focused on less indulgent green choices (e.g., organic foods). Such interconnection between value perceptions, conspicuous ethical self, and sustainable luxury purchasing can be more broadly envisioned within the theoretical frame of value‐identity‐behavior consistency (Lavuri et al, 2023). Delving into this logic in more detail, our argument for the mediation effect of CES draws from relevant works concerning the psychological understanding of the self (e.g., Chen, 2020; Sharma et al, 2020).…”

“…In this paper, the TCV is scrutinized in conjunction with conspicuous ethical self‐identity (CES) as mediating and green advertising receptivity (GAR) as moderating factors to explicate the individual‐level variables impacting the value‐intention consistency. Examining the mediating effect of CES holds theoretical significance, cogitating that CES has been recognized as a behavioral motivator (White et al, 2019) and is instrumental in understanding the determinants of (un)sustainable consumption patterns (Lavuri et al, 2023). Grounded in self‐congruity and extended self‐views, consumers typically choose products that align with their CES and that self‐identity is a reflection of their attitudes, beliefs, and values (Belk, 1988; Sirgy, 1986).…”