Title: Drivers of sustainable consumption: gender moderating effect

Authors: Laura Grau-Berlanga; Elena Higueras-Castillo; Aijaz A. Shaikh; Francisco Liébana-Cabanillas

Addresses: Faculty of Economics and Business Sciences, Marketing and Market Research Department, University of Granada, Paseo de Cartuja 7, 19001 Granada, Spain ' Faculty of Economics and Business Sciences, Marketing and Market Research Department, University of Granada, Paseo de Cartuja 7, 19001 Granada, Spain ' Marketing Department, Jyväskylä University School of Business and Economics, Seminaarinkatu 15, 40014 Jyväskylän yliopisto, Finland ' Faculty of Economics and Business Sciences, Marketing and Market Research Department, University of Granada, Paseo de Cartuja 7, 19001 Granada, Spain

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.

Keywords: sustainable consumption; environmental products; SOR model; gender moderating effect; perceived behavioural effectiveness; ecological awareness; promotional focus.

DOI: 10.1504/IJISD.2023.133761

International Journal of Innovation and Sustainable Development, 2023 Vol.17 No.4, pp.385 - 409

Received: 11 Mar 2021
Accepted: 13 Jan 2022
Published online: 03 Oct 2023 *

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