Consumers in responsible consumption: what leads to sustainable behavior? Open Access

The study of sustainable behavior has garnered significant attention within the social sciences and humanities, particularly in the context of the sustainable development goals (SDGs). Achieving these global targets poses considerable challenges that necessitate collaboration across various sectors (Arora and Mishra, 2019). Recent data from the 2024 Sustainable Development Index (SDI) indicates that no country has achieved the target score of 0.9 in the past decade, with the global average stagnating at 0.53. This notable gap highlights the pressing need for strategies that encourage sustainable behavior across diverse sectors, especially at the consumer level, which is increasingly recognized as vital for addressing environmental challenges and supporting the fulfillment of the SDG (Gunawan et al., 2024).

Sustainable behavior manifests in various forms, including consumer interest in eco-friendly products and ethical business practices (Awuni and Du, 2016; Chi, 2022), active participation in recycling and waste management (Gunawan et al., 2023; Park and Lin, 2020) and the adoption of minimalist lifestyles or collaborative consumption (Parker et al., 2019; Vinces et al., 2020). This diversity underscores the complexity of “behavior” as a concept, which encompasses specific consumption practices as well as the evolving understanding of sustainability itself (Piligrimiene et al., 2020). This evolution reflects a growing awareness of the interconnectedness between individual actions and their environmental impacts, prompting researchers to investigate the motivations and drivers behind sustainable behavior.

Recent research has shifted toward measuring consumption practices in relation to perceived environmental risks and concerns (Secondi et al., 2015). Scholars emphasize the importance of understanding pro-environmental attitudes and behaviors that contribute to sustainable consumption (Panda et al., 2020; Yarimoglu and Binboga, 2019). While existing literature recognizes the crucial role of sustainable consumption in achieving the SDGs, there remains a significant gap in empirical research addressing the intricate relationship between sustainable behavior and consumption activities. Sustainable consumption often entails making present-day decisions that ensure future sustainability, diverging from traditional economic models focused solely on immediate needs. Consequently, the interplay between sustainable behavior and consumption is not yet well understood.

Several theoretical frameworks have been proposed to navigate these complexities, with the theory of consumption values (TCV) and the theory of planned behavior (TPB) emerging as prominent models for understanding the drivers of sustainable behavior (Ajzen, 1991; Stern, 2000). TCV posits that individuals’ values, ecological worldviews and beliefs about environmental threats influence their actions through personal moral norms, while TPB suggests that behavior is shaped by an individual’s attitudes, subjective norms and perceived behavioral control. Although both theories offer valuable insights, their application to consumer behavior remains fragmented. Critics argue that while these models highlight the psychological foundations of behavior, they often neglect broader sociocultural and economic factors that also influence consumer decisions. This has led to a growing call for research that integrates these frameworks with a focus on consumption patterns, particularly in developing countries where sustainability challenges are closely linked to economic development.

Additionally, recent discussions have highlighted the significance of value-based planned consumption, which refers to intentional, goal-oriented behaviors that align with individuals’ values (Khan and Mohsin, 2017; Liang et al., 2022; Liobikiene and Juknys, 2016). This concept is particularly relevant for understanding sustainable behavior, as it emphasizes how consumers make conscious choices reflecting their environmental and ethical concerns. Value-based planned consumption serves as a bridge between personal beliefs and actionable behaviors, offering a more nuanced perspective on how values translate into sustainable practices. By incorporating this dimension, researchers can gain a deeper understanding of both the internal and external motivations driving sustainable consumption, thereby providing a more precise framework for assessing its impact on environmental outcomes.

Despite the theoretical advancements in understanding sustainable behavior, significant gaps remain in empirical research exploring the intersection of sustainable practices and consumption. Current studies often face limitations due to their regional focus, narrow definitions of behavior and insufficient exploration of the mechanisms that foster sustainable practices. Most research has been conducted within Western contexts, leading to a scarcity of data on sustainable consumption patterns in non-Western, developing countries. In these regions, economic pressures and cultural norms may present unique challenges to sustainability efforts, underscoring the need for more inclusive and globally representative research.

Furthermore, sustainable behavior is frequently examined in isolation from other critical factors, such as environmental awareness and social altruism. This fragmentation results in an incomplete understanding of how individual choices contribute to broader social impacts. Both environmental awareness and social factors are vital in shaping behavior. Environmental awareness – defined as the recognition and concern for the natural environment – serves as a fundamental cognitive driver of actions (Agrawal et al., 2023; Pinho and Gomes, 2023; Vinces et al., 2020). Meanwhile, social elements play a crucial role as determinants that reinforce consumption choices prioritizing sustainability. Research indicates that social factors influence behavior by accommodating the external contexts of consumers, thereby affecting their perceptions, representations and values (Figueroa-Garcia et al., 2018).

To address these gaps, this study aims to enhance understanding of sustainable behavior within the context of consumption. We used structural equation modeling (SEM) to investigate our research questions. This modeling approach integrates aspects of environmental awareness, prosocial altruism, value-based planned consumption, responsible consumption and sustainable behavior, enabling us to achieve our research objectives. Specifically, this study seeks to (1) evaluate the dimensions of value-based planned consumption and (2) explore the formation of sustainable behavior through the lenses of environmental awareness, prosocial altruism and responsible consumption. We anticipate that the results will provide deeper insights into the drivers of sustainable behavior, elucidating how value-based planned behavior in pro-environmental contexts influences consumer actions.

Practically, the findings of this study carry important implications for policymakers and business strategists. For policymakers, understanding the drivers behind sustainable consumption is crucial for developing regulations and incentives that encourage environmentally responsible behaviors. Insights from this research can inform targeted educational campaigns, promote sustainable products and guide waste management initiatives that align with consumer values. From a business perspective, product managers can utilize these findings to design and market products that resonate with consumers’ environmental concerns, thereby fostering brand loyalty while contributing to sustainability goals. Overall, the insights garnered from this study can serve as a foundational framework for developing long-term strategies that not only support the achievement of the SDGs but also promote a cultural shift toward more sustainable consumption patterns globally.

Pro-environmental behavior is broadly defined as actions that either minimize harm to or benefit the environment (Duong, 2022; Xu et al., 2021). Within this framework, sustainable behavior is closely tied to pro-environmental consumption, representing a subset of individual behavior aimed at reducing the negative environmental impact of consumption activities (Dhandra, 2019). Conceptually, sustainable behavior integrates two key theoretical domains: consumption theory, which addresses how needs are met through the use of resources, and sustainability theory, which emphasizes the long-term socioeconomic viability of resource (Matharu et al., 2020; Trudel, 2019). This convergence allows sustainable behavior to be analyzed from the perspective of both consumer behavior and broader environmental sustainability (Guiao and Lacap, 2022).

To better understand the factors that drive pro-environmental behavior in a sustainable context, two prominent theoretical frameworks have emerged: TPB and TCV. TPB has been extensively applied in pro-environmental research, as it posits that behavior is influenced by attitudes, subjective norms and perceived behavioral control (Ajzen, 1991). However, research has shown that TPB alone may not fully account for sustainable behavior, as it often results in inconsistencies across different contexts and leaves a gap between behavioral intentions and actual actions (Coşkun and Özbük, 2020).

In contrast, TCV, developed by Sheth et al. (1991), offers a more nuanced approach to understanding sustainable consumption behavior. TCV suggests that consumption decisions are influenced by five key values: functional, conditional, epistemic, social and emotional. These values shape consumer choices in a variety of contexts, including sustainable behavior. For example, functional value refers to the practical benefits of a product, while social value reflects the influence of societal norms or peer behavior. Studies have demonstrated that consumption values interact with other factors such as subjective norms, attitudes and perceived behavioral control, to shape sustainable consumption behaviors (Awuni and Du, 2016; Kushwah et al., 2019).

Despite the usefulness of both TPB and TCV in predicting pro-environmental behavior, gaps remain in their ability to fully capture the complexity of sustainable behavior. The TPB, while valuable for understanding the intention behind sustainable actions, often fails to account for the intention-behavior gap, where individuals’ stated intentions to act sustainably do not always result in actual behavior (Kautish et al., 2022). Meanwhile, research applying the TCV framework has identified the necessity of integrating additional predictor variables that capture the sustainability aspect of consumption decisions. For instance, the inclusion of moral or ethical consumption values may enhance the TCV model’s relevance to sustainable consumption (Kushwah et al., 2019).

To further contextualize these theoretical frameworks, Table 1 summarizes key findings from studies that have applied TPB and TCV in the context of sustainable behavior. The results indicate that while TPB is effective in identifying behavioral intentions, it often leaves room for a gap between intention and action. On the other hand, research using TCV suggests that additional variables related to consumption values, such as ethical or environmental considerations, are needed to better predict sustainable behavior. These findings underscore the complexity of sustainable behavior and the need for integrated models that combine multiple theoretical perspectives.

A review of prior research applying TPB and the TCV reveals significant variations in the terminologies and behaviors associated with sustainability. This inconsistency stems from the inherent complexity and ambivalence of “behavior” itself. On one hand, behavior refers to the practical application of consumption practices; on the other, it reflects the evolving and increasingly broad concept of sustainability (Piligrimiene et al., 2020; Wang et al., 2019). As the scope of sustainability expands, encompassing diverse environmental, social and economic dimensions, the measurement and prediction of sustainable behavior become more challenging. This complexity has led to varying interpretations and results in research, particularly when applying TPB and TCV to the context of sustainable consumption.

Sustainable consumption behavior, represents a holistic construct that integrates both the consumption process and the broader behavioral context, which includes long-term environmental and social considerations. Unlike typical consumption, which often focuses on fulfilling immediate economic needs, sustainable consumption behavior is future-oriented. It involves present-day actions intended to achieve long-term sustainability outcomes. This fundamental difference poses challenges for both TPB and TCV in analyzing and predicting sustainable consumption, as they were originally designed to address behaviors that operate within more immediate, short-term frameworks.

The limitations of TPB in the context of sustainability are well documented. Research consistently highlights the discrepancies in behavioral predictions when applied to sustainable contexts (Zhang et al., 2019). For instance, while TPB effectively explains intentions to behave in environmentally friendly ways, it struggles to predict whether individuals will actually follow through on those intentions. This gap between intention and behavior is particularly problematic in sustainability research, where actions such as reducing waste, purchasing eco-friendly products or conserving energy are often motivated by long-term goals rather than immediate benefits.

Similarly, the TCV model, while useful in understanding consumption choices, is limited by its dependency on the situational and subjective factors surrounding consumption. According to Sheth et al. (1991), consumption decisions are influenced by five values – functional, social, emotional, epistemic and conditional – yet in sustainable contexts, these values may not fully capture the ethical and future-oriented motivations that drive sustainable consumption behavior (Biswas and Roy, 2015). For example, functional value may explain why a consumer chooses an energy-efficient appliance, but it may fail to account for the consumer’s broader ethical concerns about reducing their carbon footprint. Additionally, TCV’s reliance on immediate situational factors can overlook the future-focused nature of sustainable consumption, which involves making decisions today with the aim of achieving sustainability in the long term.

Given these limitations, both TPB) and TCV present an incomplete understanding of sustainable consumption behavior when examined separately. TPB emphasizes psychological factors that drive intentions but tends to overlook the broader socioeconomic and situational influences that also play a crucial role. On the other hand, TCV focuses on immediate value-driven choices but lacks the depth needed to tackle the complexities associated with long-term sustainability goals. Consequently, applying these models to sustainable behavior often to leads mixed results, as neither framework fully captures the sustainable consumption.

To address these gaps, we propose an integrated approach that combines TPB and TCV, leveraging the strengths of both models. By merging the psychological drivers from TPB with the value-based motivations of TCV, this new framework can offer a more comprehensive understanding of sustainable consumption behavior. This integration allows for a simultaneous consideration of immediate and long-term factors, including attitudes, subjective norms, perceived behavioral control and consumption values. The goal is to present a clearer and more accurate depiction of sustainable behavior, especially in the context of consumption.

The proposed integration is illustrated in Figure 1, which showcases the complementary relationship between TPB and TCV within sustainable consumption. This model synthesizes behavioral predictions with consumption values, providing a holistic view of how consumers make sustainable choices. By addressing the shortcomings of each individual model, this robust framework enhances our analysis of sustainable behavior. Ultimately, this integrated construct has the potential to bridge the gap between intention and action, offering valuable insights for researchers and practitioners focused on promoting sustainable consumption behaviors.

Value-based planned consumption behavior (VBPC) refers to a decision-making process rooted in personal values, where consumption choices are carefully thought out in advance, considering their long-term impact on social, environmental and economic factors. Unlike impulsive buying, VBPC involves deliberate and value-driven consumption, with preferences shaped by an individual’s beliefs and ethical concerns. Consumers practicing VBPC tend to prioritize sustainability, ethics and social responsibility, reflecting their broader awareness of global issues such as climate change, social inequality and the depletion of natural resources. These values play a central role in determining product preferences, where consumers are not just seeking personal satisfaction, but also ensuring that their consumption contributes positively to societal and environmental well-being.

This shift toward VBPC signals a paradigm change in consumer behavior. Historically, consumption was driven by immediate personal desires or needs, with little attention paid to the external costs associated with those decisions. However, growing awareness of the environmental and social consequences of consumption has transformed consumer priorities. For instance, considerations around resource depletion and ecological damage have led to a stronger emphasis on responsible consumption, where consumers actively seek to minimize their negative impact. Consumers who value sustainability are more likely to engage in behaviors such as reducing waste, purchasing eco-friendly products and supporting businesses with ethical practices (Kilbourne and McDonagh, 1997). These behaviors highlight how VBPC integrates not just the act of consuming, but also the broader implications of consumption for future generations.

VBPC can be understood as an integration of planned consumption and behavioral values that embody sustainability. This integration influences consumer decision-making by combining values, attitudes and perceived behavioral control, resulting in more thoughtful and sustainable consumption choices. Studies suggest that individuals with a strong alignment between their values and sustainability-related goals tend to exhibit heightened environmental concerns (Liobikiene and Juknys, 2016). Such individuals are more likely to recycle, engage in energy-saving practices and prefer products with low environmental footprints. This suggests that VBPC encourages consumers to reflect on their consumption patterns and make decisions that balance their personal needs with the broader impact on society and the planet. Consequently, this reflective process leads to responsible consumption, where consumers act not only out of personal interest but also out of concern for the economic, social and environmental consequences of their choices (Karlaitė, 2013).

Given this theoretical basis, we propose that VBPC has a direct and positive influence on responsible consumption. The reflective, value-driven nature of VBPC fosters a deeper sense of accountability for the outcomes of one’s consumption, thereby promoting behaviors that align with responsible consumption principles. As VBPC emphasizes the ethical and sustainable dimensions of consumption, it naturally motivates individuals to consider the long-term impacts of their actions, leading to decisions that minimize harm and maximize positive outcomes for society and the environment. This leads to the following hypothesis:

Responsible consumption refers to the conscious, rational and efficient use of resources, driven by a sense of social responsibility to prevent the overexploitation of natural resources and minimize negative externalities on both the environment and society (Bachnik and Samolej, 2018). This concept involves making deliberate consumption choices that consider the broader impact of individual actions on the global human population (Fisk, 1973). Responsible consumers are not only concerned with satisfying their immediate needs but also with aligning their consumption patterns with their identity as protectors of the environment and advocates for sustainability (Agrawal and Gupta, 2018). This connection between responsibility and consumption illustrates a growing awareness among individuals that their purchasing behaviors can either contribute to or mitigate environmental degradation and social inequities.

The relationship between responsible consumption and sustainable behavior is particularly evident in the way individuals adopt consumption habits that minimize environmental harm. Responsible consumption entails the rational and efficient use of resources (Fisk, 1973), leading to actions such as reducing waste, conserving energy and selecting eco-friendly products. These behaviors are inherently linked to sustainability because they prioritize the long-term well-being of the environment and society over short-term personal gain. For example, consumers who practice responsible consumption often recycle, limit their use of nonrenewable resources and choose products that are sustainably sourced or produced (Huang et al., 2023). This shift from individual needs to a more collective concern for future generations aligns closely with the principles of sustainable behavior, which seeks to preserve natural resources and maintain ecological balance.

Furthermore, sustainable consumption behavior extends beyond simply purchasing environmentally friendly products. It involves broader lifestyle changes that reflect a deeper understanding of the long-term impacts of everyday decisions (Hosta and Zabkar, 2021). These changes might include reducing overall consumption, opting for minimalistic living or supporting businesses that adhere to ethical and sustainable practices. By prioritizing the well-being of the planet and society, consumers demonstrate a commitment to sustainability that transcends their immediate desires. This comprehensive approach to consumption highlights the holistic nature of responsible consumption, as it encompasses not only environmental responsibility but also social and economic considerations (Quoquab and Mohammad, 2020). In essence, responsible consumption acts as a key driver in the development of sustainable behavior, reinforcing the idea that individual actions can collectively contribute to the achievement of broader sustainability goals.

Given the intrinsic link between responsible consumption and sustainable behavior, it is hypothesized that responsible consumption positively influences sustainable behavior in the context of consumption. As responsible consumption emphasizes thoughtful decision-making that takes into account environmental, social and economic impacts, it naturally fosters the development of sustainable consumption habits. When individuals engage in responsible consumption, they are more likely to adopt behaviors that prioritize long-term sustainability, such as reducing waste, conserving energy and supporting ethical products. Therefore, we propose the following hypothesis:

Environmental awareness refers to the recognition of environmental issues and understanding the consequences of human activities on the natural world. It plays a crucial role in shaping responsible consumption behavior, as it motivates individuals to consider the environmental impact of their consumption choices (Liobikiene and Juknys, 2016; Pinho and Gomes, 2023; Vinces et al., 2020). With rising concerns about environmental degradation and resource depletion, consumers are increasingly aware of how their actions, particularly in terms of consumption, contribute to environmental harm. This heightened awareness encourages individuals to critically evaluate their consumption habits and make decisions that align with environmental conservation (Agrawal and Gupta, 2018). In particular, individuals who are highly aware of environmental consequences are more likely to prioritize ethical consumption practices, even if it requires sacrificing some of the short-term benefits of consumerism for long-term sustainability (Berki-Kiss and Menrad, 2022). This shift in behavior is not only a reflection of personal environmental values but also an expression of social responsibility toward future generations.

Research supports the notion that environmental awareness is a fundamental prerequisite for responsible behavior. According to the Value-Belief-Norm (VBN) theory, awareness of the negative environmental impacts of certain actions leads to a greater sense of personal responsibility for mitigating these effects (Hansla et al., 2008). When individuals perceive themselves as responsible for addressing environmental problems, they are more likely to adopt pro-environmental behaviors. Studies have confirmed that individuals with high environmental awareness exhibit increased readiness to engage in environmentally friendly practices, ranging from recycling and reducing energy consumption to supporting green policies and eco-friendly products (Wang et al., 2014). This sense of responsibility, coupled with attitudes and perceived behavioral control toward environmental issues, further shapes responsible consumption. In this context, responsible consumption becomes a means of actively supporting policies and practices that protect the environment (Shi et al., 2021; Xu et al., 2021).

The influence of environmental awareness on pro-environmental behavior is well documented. Consumers with heightened awareness of environmental issues tend to be more conscious of the impact of their actions and are often motivated by positive feelings associated with environmentally oriented behaviors (Agrawal and Gupta, 2018). This awareness fosters pro-environmental intentions, as individuals seek to align their consumption practices with their environmental values. Furthermore, Vermeir and Verbeke (2006) suggest that as consumers accumulate cognitive knowledge regarding environmental issues, their behavioral intentions toward sustainability strengthen. This cognitive awareness not only informs responsible consumption decisions but also encourages deeper engagement with sustainable practices, ranging from reducing personal environmental footprints to supporting broader ecological initiatives.

Given the significant role that environmental awareness plays in shaping pro-environmental behavior and responsible consumption, it is hypothesized that environmental awareness positively influences responsible consumption, sustainable behavior, and prosocial altruism. Consumers who are more aware of environmental challenges are likely to demonstrate greater responsibility in their consumption choices, exhibit behaviors that align with sustainable principles and develop prosocial attitudes aimed at contributing to the well-being of society and the planet. Therefore, the following hypotheses are proposed:

Prosocial altruism refers to the selfless concern for the well-being of others, extending beyond individual interests to encompass the greater social and environmental good. Schwartz (1977) emphasized that altruism, within a prosocial framework, is rooted in a heightened awareness of social responsibilities. In the context of consumption, prosocial altruism manifests when consumers make decisions that prioritize the welfare of others and the environment over personal benefits. This is evident when consumers choose to avoid purchasing unnecessary goods, considering it an unethical behavior that conflicts with sustainable consumption principles (Luchs and Miller, 2015). The concept of prosocial altruism thus reflects a willingness to sacrifice personal desires for the collective benefit, a core component of sustainable behavior.

Social elements are foundational to sustainable behavior, integrating considerations of social welfare alongside economic and environmental sustainability. According to Arias et al. (2021), the adoption of more responsible consumption patterns is often motivated by a desire to contribute to social well-being. Social factors serve as critical external influences that shape consumer behavior. In many cases, the perceptions, values and behaviors of consumers are influenced by the social contexts in which they operate, leading them to view consumption not merely as a personal choice but as a socially responsible act. This external influence often results in the adoption of sustainable behaviors, as consumers align their actions with the broader goals of environmental and social responsibility (Figueroa-Garcia et al., 2018). In this sense, social factors provide the external motivation necessary for consumers to adopt sustainable behavior patterns.

The intrinsic connection between sustainable behavior and the concept of responsibility – toward the economy, society and the environment – inevitably leads to a discussion of altruism. Altruistic values are integral to ecological conservation efforts, as they reflect an individual’s willingness to act for the benefit of the environment, even at personal cost (Liang et al., 2022; Morais et al., 2021). Altruism is often cited as a key driver of pro-environmental behavior, with numerous studies demonstrating that individuals with stronger altruistic tendencies are more likely to engage in sustainable consumption practices. Xu et al. (2021) have shown that altruism significantly influences pro-environmental behavior, as individuals motivated by altruistic values prioritize the environmental impact of their actions over personal gain (Guéguen and Stefan, 2016). Altruistic consumers are thus more inclined to adopt behaviors that benefit the environment, such as reducing waste, choosing eco-friendly products and supporting ethical businesses.

In the context of green behavior, altruistic values play a pivotal role. Consumers who are motivated by altruism, particularly in relation to environmental concerns, are more likely to exhibit behaviors that reflect a deep commitment to sustainability. Panda et al. (2020) argue that altruistic consumers are driven by a desire to contribute to environmental protection, often making choices that support long-term ecological well-being. Guéguen and Stefan (2016) further affirm that altruistic consumers prioritize the environmental benefits of their actions over any immediate personal gain. This suggests that altruism not only shapes individual behavior but also fosters a sense of responsibility toward the environment, leading to sustainable consumption patterns (Guiao and Lacap, 2022). As a result, altruism serves as a significant predictor of both responsible consumption and sustainable behavior.

Based on this understanding, it is hypothesized that prosocial altruism positively influences both responsible consumption and sustainable behavior. Consumers with higher levels of altruism are expected to exhibit stronger tendencies toward responsible consumption, as their decisions are guided by the desire to minimize harm and maximize benefits for society and the environment. Likewise, altruistic values are likely to enhance sustainable behavior, as individuals are more inclined to adopt practices that align with environmental and social responsibility. Thus, the following hypotheses are proposed:

Finally, based on our literature review, we illustrate the conceptual model proposed in this study regarding sustainable behavior and its relationship with consumption including the determinants and hypothesized relationships in Figure 2.

This research was conducted using a sequential method, characterized by interconnected stages that build upon one another (Creswell and Clark, 2017). The study began with a comprehensive literature review, followed by a desk evaluation to gather detailed information about the phenomenon of sustainable consumption behavior through the lenses of TPB and TCV.

The next phase involved conceptual development, which was facilitated through focus group discussions (FGDs) and expert judgment. This approach aimed to strengthen the scientific foundation of the conceptual framework for value-based planned consumption. Participants for the FGDs were selected based on specific research criteria, including profile characteristics such as academics, researchers, environmental activists, students and consumers of sustainable products. This selection ensured demographic diversity, encompassing various age groups, genders, educational backgrounds and economic statuses, thereby representing individuals actively engaged in consumption practices focused on environmental sustainability. The diverse composition of participants facilitated a more nuanced understanding of the topic.

Two integrated FGDs were conducted. The first discussion successfully identified 15 items related to value-based planned consumption, while the second discussion aimed to validate these items, ultimately refining the list to 12 representative items (presented in Table 2). Critical feedback collected during this phase informed the development of the instrument for measuring value-based planned consumption. Before deploying this instrument for data collection, it underwent a review by expert researchers in consumer behavior and sustainability.

An initial pilot test of the instrument was conducted with 30 respondents, confirming that the questionnaire was comprehensible and suitable for further data collection. The main sample for this study consisted of consumers who were aware of or had access to information regarding sustainability issues. Given the impossibility of identifying the entire population of Indonesian consumers who prioritize sustainability, purposive sampling was used.

The survey was conducted online to members of groups focused on the environment and sustainability on social media and was also given to visitors at special events related to the environment and sustainability. The study was conducted from June to August 2024. A total of 432 valid responses were collected, exceeding the rule of thumb that suggests a sample size should be at least ten times the number of research indicators (Hair et al., 2017). With 41 indicators in this study, the minimum sample size required was 410 respondents. The collected sample of 432 respondents met the minimum criteria necessary for testing the model using the partial least squares (PLS) method (Hair et al., 2022).

For data analysis, SEM was performed using the WarpPLS software. PLS was selected due to its robust capabilities for handling non-normally distributed data, making it particularly suitable for quantitative research involving large data sets that often violate normality assumptions (Chinn, 1998). WarpPLS was chosen for its effectiveness in conducting SEM analyses, particularly in testing mediation and moderation effects comprehensively (Kock, 2019) and in managing complex structural models with multiple latent variables and indicators (Hayes, 2017; Henseler et al., 2009). This methodological framework was designed to provide a thorough investigation of the relationships between the identified variables and to advance the understanding of sustainable consumption behavior.

The value-based planned consumption dimension was examined through exploratory analysis utilizing statistical package for the social sciences (SPSS). Subsequently, model and hypothesis testing were conducted using variance-based PLS-SEM with WarpPLS. This analytical approach was chosen for its effectiveness in assessing the structural model and its path coefficients (Hair et al., 2022).

The demographic profile of the respondents indicates that the majority are young adult consumers, specifically those under 40 years of age. This age group typically exhibits a heightened awareness of sustainable and environmentally friendly consumption practices, largely due to their greater access to information on environmental and sustainability issues. As a result, they tend to embrace more progressive values and demonstrate increased concern for social and environmental matters. Additionally, the respondents predominantly hold bachelor’s degrees and belong to the middle economic class, as evidenced by their monthly expenditures, which range from IDR 5–10 m, excluding costs related to education, health and insurance. This demographic profile is reflective of the broader population in developing countries. The complete demographic profile of the respondents is discussed in Table 3.

Based on the desk evaluation and focus group discussions conducted, 12 items were identified to measure the VBPC construct. The dimensions of VBPC were analyzed using exploratory factor analysis, employing principal component extraction and varimax rotation with Kaiser normalization. The results revealed that the VBPC variable comprises three factors, which together account for 65.64% of the total variance. The factor of VBPC were carried out through exploratory factor analysis in Table 4.

The first factor includes five items: willingness to delay satisfaction or refrain from purchasing desired products, fulfillment of personal goals and aspirations through consumption, selection of products that support resource conservation, choice of items that contribute to sustainability and prioritizing environmental sustainability in consumption. This collection of items is categorized as “ethically responsible considerations,” aligning with the socially responsible consumption factors discussed by Prendergast and Tsang (2019).

The second factor consists of four items focused on maximizing product functions as alternatives, adopting more efficient consumption methods, seeking to reduce overall consumption and rejecting consumerism. This factor is referred to as “product utilization.” The third factor includes three items that reflect moral-emotional involvement in consumption, consumption based on normative beliefs and product selection based on functional values. This group is termed “normative preferences.”

Consequently, the formulation of hypothesis H1 has been refined to specify that ethical consideration (H1a), product utilization-sacrifice (H1b) and normative preference (H1c) positively influence responsible consumption. All dimensions of value-based planned consumption demonstrated a Cronbach’s alpha value exceeding 0.7, confirming that the reliability criteria are satisfied (Hair et al., 2022). Additionally, Bartlett’s Test of Sphericity (p < 0.01) and the Kaiser–Meyer–Olkin test (0.928) validated the adequacy and reliability of the sample.

Following the advice of Kock and Lynn (2012) before testing the model, the variance of the common method was checked with the variance inflation factor (VIF) test of full collinearity. The results show that the VIF of full collinearity has a value of 4.491, indicating that the variance of the common method is not a problem. To test the proposed model, a two-stage examination was conducted. The first stage assesses construct reliability and validity. For this purpose, this study tested the average variance extracted (AVE), outer loadings, composite reliability (CR) and Cronbach’s alpha. The results (Table 5) show that all factor loadings are more than 0.5. Furthermore, all CR values are more than 0.7, and AVE values are more than 0.5, supporting reliability and validity requirements (Hair et al., 2022).

The second stage of analysis was to evaluate the structural model and examine the proposed hypotheses. The report results show a goodness of fit value of 0.588, which according to Tenenhaus et al. (2005), indicates that the proposed model can be considered appropriate. When examining the explanatory power of the sustainable behavior model, based on responsible consumption, environmental awareness and prosocial altruism, these three variables explained 57.6% of the variation in sustainable behavior (R² = 0.576). However, when value-based planned consumption was added in the model, the explained variance of sustainable behavior increased to 64.6% (R² = 0.646), based on value-based planned consumption, responsible consumption, environmental awareness and prosocial altruism. Thus, the inclusion of value-based planned consumption in the responsible sustainable behavior model improves the prediction of sustainable behavior. Chin et al. (2008) suggested that this R² percentage value indicates that the explanatory power of the independent variables on sustainable behavior is quite reasonable. Further assessment of the structural model showed an average path coefficient of 0.279 (p < 0.01), an AVIF of 3.919, below the recommended maximum level of 5 (Hair et al., 2022). Given these results, the tested model can be considered appropriate, has reasonable explanatory power and its path coefficients and variance inflation are within acceptable limits.

The results of hypothesis testing (Table 6) show that all dimensions of value-based planned consumption have a significant influence on responsible consumption with a significance level of p < 0.001. Ethical consideration (β = 0.182), optimized utilization (β = 0.173) and normative preference (β = 0.174). Thus H1a, H1b and H1c are supported. A significant relationship (p < 0.001) is also shown by responsible consumption on sustainable behavior (β = 0.561), environmental awareness on responsible consumption (β = 0.101), environmental awareness on prosocial altruism (β = 0.760), prosocial altruism on responsible consumption (β = 0.152) and prosocial altruism on sustainable behavior (β = 0.222). While environmental awareness affects sustainable behavior (β = 0.101) at a significance level of p < 0.05, thus, hypotheses H2, H3, H4, H5, H6 and H7 are supported (Figure 3).

To better understand the influence of value-based planned consumption on responsible consumption and sustainable behavior, the direct, indirect and total effects are presented. Table 7 shows that ethical consideration, optimized utilization and normative preference are able to influence both directly and indirectly. Responsible consumption is a mediating variable that connects several factors, namely ethical consumption considerations, optimized product use and normative consumption preferences with sustainable consumption behavior. Ethical consideration has a direct effect of 0.182 on responsible consumption and an indirect effect on sustainable behavior of 0.102. Optimized utilization has a direct effect of 0.173 on responsible consumption and indirectly contributes 0.097 to sustainable behavior, with a total effect of 0.270. Normative preference has a direct effect of 0.174 on responsible consumption and an indirect effect on sustainable behavior of 0.098.

These three dimensions of value-based planned consumption are important in shaping sustainable behavior, but their role is more significant through strengthening responsible consumption. They support sustainable behavior by strengthening consumer attitudes toward responsible consumption, which in turn leads to more sustainable behavior. The three factors contribute almost uniformly, which in turn has a significant effect of 0.561 on sustainable consumption behavior.

In addition, overall, it was found that environment awareness has a strong direct influence on prosocial altruism with a coefficient of β = 0.720. Then, environmental awareness also has a significant positive effect on sustainable consumption behavior with a coefficient of β = 0.101. Prosocial altruism also has a significant effect of 0.222 on responsible consumption behavior, as well as an indirect effect of 0.152 on responsible consumption. These results suggest that sustainable consumption behavior is influenced by a combination of environmental awareness, prosocial altruism and responsible consumption, with responsible consumption as the main mediating variable linking ethical, normative and product optimization factors.

Sustainable consumption and production have garnered significant attention in both developed and developing nations, with discussions surrounding these topics varying based on factors such as cultural diversity, economic growth stages, political climates and other macroeconomic factors (Wang et al., 2019). These variations underline the rationale for conducting research in different contexts, such as this study’s focus on sustainable consumption behavior in a developing economy. The findings of this study contribute to the understanding of sustainable behavior by proposing a conceptual model based on responsible consumption, environmental awareness, prosocial altruism, and value-based planned consumption. Notably, the results indicate that value-based planned consumption, encompassing ethical considerations, optimization of product use and normative consumption preferences, is pivotal in influencing responsible consumption and sustainable behavior.

Ethical consumption considerations are crucial for fostering responsible consumption, which drives sustainable behavior. Ethical consumption refers to carefully planned decisions based on personal values and aligned with sustainability concerns (Prendergast and Tsang, 2019). Consumers who prioritize ethical consumption focus on products produced in an environmentally and socially responsible manner, such as those with ecolabels or those supporting resource conservation. As individuals develop more vital environmental awareness, they become more attuned to these considerations and begin to view their consumption as a deliberate and responsible act that aligns with broader sustainability goals (Bartolo et al., 2023). This reflects the critical role of normative beliefs and ethical values in shaping responsible consumption decisions.

Product use optimization further contributes to responsible consumption and sustainable behavior by encouraging consumers to choose based on the product’s functional and conditional value. This means selecting products that are not only useful but also aligned with specific situational needs, such as environmental considerations (Sheth et al., 1991). Consumers increasingly recognize the environmental consequences of their purchasing decisions and, as a result, may delay consumption or choose not to purchase products that do not meet their sustainability criteria (Matharu et al., 2020). This demonstrates the growing influence of situational factors, such as product functionality and environmental friendliness, on consumption decisions.

Normative consumption preferences, the third dimension of value-based planned consumption, also significantly promote responsible consumption and, by extension, sustainable behavior. These preferences are shaped by consumers’ values and beliefs about what is essential, particularly social and environmental concerns (Toti and Moulins, 2016). Value-based consumers are more likely to support businesses aligning with their ethical standards, prioritizing products that reflect their sustainability and social responsibility commitment. This alignment of values and consumption preferences encourages responsible consumption patterns and reinforces sustainable behavior.

The findings of this study highlight that sustainable consumption behavior is influenced by a combination of environmental awareness, prosocial altruism and responsible consumption, with responsible consumption serving as a critical mediating variable. These results support existing research emphasizing the importance of attitudes, green behavioral intentions and consumption values in shaping pro-environmental behavior (Gunawan et al., 2024; Panda et al., 2020). Environmental awareness, in particular, fosters a sense of responsibility toward nature and sustainability, leading to behaviors prioritizing preserving natural resources (Pinho and Gomes, 2023). Similarly, prosocial altruism, characterized by personal sacrifice for the welfare of others and the environment, is a significant driver of sustainable behavior (Guiao and Lacap, 2022). Together, these factors underscore the importance of responsible consumption in mediating the relationship between individual values and sustainable behavior.

The findings of this study have important theoretical implications for the development of consumer behavior theory, particularly about TPB and TCV. Introducing new variables, such as value-based planned consumption, offers a valuable contribution to the ongoing debate around sustainable consumption attitudes and behaviors. This concept integrates ethical considerations, product use optimization and normative preferences into a comprehensive framework that reflects contemporary global issues in sustainable marketing.

From a practical perspective, the study provides actionable insights for stakeholders, including businesses, policymakers and environmental activists, who are working to promote sustainable consumption behavior. Companies can use these findings to develop products and marketing strategies that appeal to consumers’ ethical values and sustainability preferences, while policymakers can design regulations and campaigns that encourage responsible consumption. Moreover, the insights gained from this study can contribute to achieving the United Nations’ SDGs by fostering community-wide shifts toward sustainable consumption patterns.

This study presents several limitations that future research should address. First, while the newly introduced construct of VBPC has yielded positive results, it requires further validation across a broader range of analytical units and the inclusion of additional relevant variables to ensure its robustness and generalizability. Second, the study was conducted with individual consumers from large urban centers in Indonesia, where high urbanization levels might influence consumption patterns. This urban focus is a limitation, as consumption behaviors can vary significantly depending on the environmental context – whether in the city center or suburban areas. These variations, shaped by factors such as infrastructure, socioeconomic conditions and access to resources, may influence the nature of sustainable consumption. Future studies should consider exploring sustainable consumption behaviors in diverse settings, including rural or semiurban areas, to provide a more holistic understanding. Additionally, further research should investigate how VBPC interacts with other variables that impact sustainable behavior. This will help clarify the role of VBPC in fostering responsible and sustainable consumer practices across different cultural and contextual landscapes.

The evaluation of the dimensions of VBPC reveals three key factors: ethical consumption, product utility optimization and normative consumption preferences. These factors form the foundation of VBPC, which is a multidimensional concept that encompasses various aspects of consumer decision-making. This type of behavior is guided by personal values that shape consumers’ preferences, choices and actions. It represents a significant shift in consumer behavior, moving beyond a sole focus on personal satisfaction toward a broader consideration of the social and environmental impacts of consumption decisions.

Sustainable behavior is primarily driven by responsible consumption, which is closely linked to environmental awareness, prosocial altruism and value-based planned consumption. These elements serve as alternative pathways to foster more sustainable consumer habits. The findings from this study, conducted among consumers of sustainable products in Indonesia, demonstrate positive results. The research model reflects heightened awareness of global challenges, including climate change, social inequality and the sustainability of natural resources. These issues are expected to remain central to future research in marketing and consumer behavior as researchers increasingly focus on understanding how individual values influence consumer preferences, purchasing decisions and broader consumption patterns.

Authors statement: The authors declare that this article has never been published before and is not part of an article elsewhere.

Conflict of interest: The author declares no conflict of interest in this article.