Dual-Process Neurocognitive Pathways Bridging the Intention–Behaviour Gap in Sustainable Consumer Decisions

Abstract

Growing concerns about sustainability highlight the need to understand not only rational but also neurocognitive mechanisms that shape consumer decisions. This study examines how discrete emotions—such as empathy, moral satisfaction, and responsibility—interact with reflective cognitive control to influence green purchase intention, with neural loyalty functioning as a mediating mechanism. Grounded in dual-process theory, the proposed model is empirically tested through PLS-SEM using data from 276 consumers in Romania, Poland, and the Czech Republic, actively engaged with ecological products. The results demonstrate that both emotional and cognitive dimensions significantly predict purchase intention, while neural loyalty partially mediates these relationships, transforming temporary reactions into stable behavioral patterns. These findings suggest that bridging the intention–behaviour gap in sustainable consumption requires the integration of affective engagement, rational evaluation, and loyalty consolidation. The study contributes to sustainable marketing literature by positioning neurocognitive drivers as key antecedents of pro-environmental behaviour and by offering practical insights for designing interventions that effectively convert green intentions into consistent actions. All structural relationships were statistically significant (p < 0.05), confirming the robustness of the proposed model.