Drivers of sustainable consumption: gender moderating effect Online publication date: Tue, 03-Oct-2023
by Laura Grau-Berlanga; Elena Higueras-Castillo; Aijaz A. Shaikh; Francisco Liébana-Cabanillas
International Journal of Innovation and Sustainable Development (IJISD), Vol. 17, No. 4, 2023
Abstract: Sustainable consumption reduces environmental problems. This paper aims to examine the intention to purchase sustainable products and how gender moderates the intention. For this purpose, stimulus-organism-response model was chosen at the level of predicting sustainable behaviour. Data were collected using the online survey from the current or potential users of sustainable goods and services. Major results revealed that perceived behavioural effectiveness and ecological awareness are significant factors driving sustainable purchasing. This research makes explicit contribution to the industry and suggested the importance of adopting a promotional focus on spreading the benefits of sustainable consumption and reducing the environmental problems that plague the planet. In addition, women show a greater attitude towards sustainable consumption which suggests important practical implications.
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