Abstract

Purpose: The aim of this study is to investigate the factors influencing sustainable purchasing behaviour in accordance with Sustainable Development Goal (SDG 12) emphasizing the impact of psychological, social and cognitive elements on sustainable purchase intentions and actual purchase intentions and actual purchasing actions. The study enhances the Theory of Planned Behaviour (TPB) by including environmental concern and environmental knowledge as fundamental roots. Design/ Methodology/ Approach: A quantitative cross sectional survey methodology was employed. Data were gathered from 245 participants utilizing a standardised questionnaire employing five-point Likert scale. The interrelation among constructs were analysed utilizing Partial Least Square Structural Equation Modelling (PLS SEM) with SmartPLS 4. The examination of the measurement model encompassed reliability and validity tests whereas structural correlations were analysed by bootstrapping with 5000 resamples. Findings: The findings demonstrate that environmental awareness, concern, attitude towards sustainable items, perceived behavioural control and subjective norms strongly affect the intention to purchase sustainably. Moreover, the intention to shop sustainably is a robust predictor of actual sustainable purchasing behaviour. The model has robust explanatory capability and satisfactory fit. However, gap between intention and behaviour remains signifying that positive intentions may not invariably results in actual purchases due to external limitations such as expenses, accessibility and convenience. Implication: The research offers actionable insights for policymaker, marketers and educators to promote sustainable consumption via awareness initiatives, enhanced accessibility and supporting regulatory structures. Originality/ Value: The study enhances the Theory of Planned Behaviour by incorporating environmental factors and experimentally substantiates a comprehensive model of sustainable consumption behaviour within the framework of Sustainable Development Goal 12.

Keywords: Sustainable Consumption, Theory of Planned Behaviour, Environmental Knowledge, Sustainable Purchase Intention, Sustainable Behaviour.