Validating Consumer-Centric Approaches in Attaining Ecological Sustainability

Abstract

This study develops hypothesised model that examines how strategically and successfully individual consumers establish and practice a concrete sustainable approach to achieve sustainable development. This empirical paper connects four distinct environmental dimensions of consumption patterns to encourage the integration of sustainability-related issues. The dimensions considered in the study are environmental concerns, perceived behavioral control, perceived consumer effectiveness, and environmental knowledge. Ten propositions related to these dimensions have been developed to craft ecological sustainability by exploring green purchase intention, and the data were collected from 356 respondents. This study contributes to existing research, reveals the relationship between sustainable environment development of organizations, and provides a plan for future comparative, longitudinal, mixed approach research. The study is circumscribed to the consumers’ initiatives in promoting ecological sustainability through practicing green purchase intentions. More studies that foster and hinder consumers’ contribution to environmental sustainability should be explored. Green purchase intentions act as a bridge between consumers and ecological sustainability. The usage and purchase of eco-friendly products are milestones in achieving ecological sustainability. The eco-friendly behaviour of consumers drives a sense of hedonic motivation, which sustains their green purchase intentions.