Unpacking the Drivers of Sustainable Consumption Behavior Among Children: An Empirical Investigation of Key Determinants

Abstract

This study contributes to the existing literature by specifically investigating the cognitive factors associated with ESCB among school children. Self-regulation, environmental values, and social influence contribute to the development of a comprehensive model for understanding and promoting sustainable behavior in this demographic. This research adds original insights into the field of sustainable consumption and highlights the need for further exploration and modelling of all relevant variables. This paper aims to identify the key cognitive factors that impact environmentally sustainable consumption behavior (ESCB) among school children. The study investigates the correlation between various cognitive factors and ESCB to provide insights into promoting sustainable behavior in this demographic. A survey was conducted among a sample of 643 school children to gather data on the factors (self-regulation, environmental values, social influence, environmental attitude, environmental responsibility, and environmental knowledge) related to ESCB. Factor analysis and multiple regression were employed to analyze the data. The study focused on examining the influence of self-regulation, environmental values, social influence, environmental attitude, environmental responsibility, and environmental knowledge on ESCB. The analysis revealed that self-regulation emerged as the most significant cognitive factor influencing ESCB among children. Environmental values and social influence also played significant roles in shaping their consumption behavior. However, environmental attitude, environmental responsibility, and environmental knowledge were found to have no significant impact on ESCB. These findings shed light on the cognitive factors that need to be addressed to enhance environmentally sustainable behaviors among school children. The results suggest that efforts to improve ESCB among school children should focus on strengthening self-regulation, fostering environmental values, and leveraging social influence. It is important to understand that promoting environmental awareness among children requires influencing their peers and parents as well. The findings provide practical implications for designing interventions and educational programs targeting school children's consumption behavior.