Understanding Sustainable Consumerism: Key Determinants of Green Consumer Behavior

Abstract

This research explores the key elements that shape green consumer behavior as part of sustainable consumerism. It investigates how things such as environmental knowledge, attitudes, social influences, ability to act and consumer skills influence a person’s intent to make green purchasing choices. Using quantitative methodology, data was collected from 155 respondents through a structured questionnaire assessing perceptions of green products, environmental concerns, and actual consumer behavior. Findings reveal that individuals with higher environmental consciousness, strong pro-environmental attitudes, and a belief in their capacity to effect change are significantly more inclined to purchase green products. Of all the factors studied, personal attitudes and perceived control had the strongest connection with green buying habits, followed by subjective norms which was found to have a moderate effect. The study also highlights the role of organizational factors—such as leadership styles, job characteristics, and workplace sustainability practices—in shaping both employee green behavior and consumer trust in sustainable organizations. This research contributes to the theoretical understanding of sustainable consumerism by integrating the Theory of Planned Behavior and Social Exchange Theory. It offers practical implications for policymakers and business organizations, emphasizing the importance of environmental education, green human resource management, and authentic corporate sustainability strategies. Ultimately, the study underlines that promoting sustainable consumer behavior requires a collaborative approach involving individuals, organizations, and regulatory institutions.