A Framework for Integrating Sustainability into Consumer Purchase Decision Models

Thesis Abstract

Increasing awareness of environmental and social issues has prompted a significant shift in consumer behavior, emphasizing the integration of sustainability considerations into purchase decision processes. Despite this growing interest, existing consumer purchase models predominantly focus on traditional factors such as price, quality, and brand loyalty, with limited incorporation of sustainability dimensions. This study aims to develop a comprehensive framework that embeds sustainability as a core component within established consumer decision models, thereby enhancing the understanding of how environmental and social values influence purchase intentions and choices. The primary objectives are to identify key sustainability attributes relevant to consumer decision-making, examine the theoretical underpinnings linking sustainability perceptions to purchase behavior, and propose an integrated decision-making framework that combines psychological, social, and environmental factors. Employing a mixed-methods research design, the study combines qualitative exploratory interviews with 20 consumers to explore salient sustainability considerations and quantitative survey data from a representative sample of 600 consumers across urban and suburban retail environments. The survey instrument, developed based on literature review and pilot testing, measures constructs such as environmental awareness, perceived social responsibility, product attitude, purchase intention, and actual buying behavior, utilizing validated scales and Likert-type rating systems. Data collection was administered through online and face-to-face platforms over a three-month period, ensuring diverse respondent inclusion. Quantitative data are analyzed using Structural Equation Modeling (SEM) via AMOS to test the hypothesized relationships among constructs, with particular focus on the influence of sustainability perceptions on purchase intentions. Reliability and validity of measurement instruments are assessed through Cronbach’s alpha, Exploratoy and Confirmatory Factor Analysis (EFA and CFA), respectively. Additionally, moderation effects of demographic variables such as age, income, and education are explored through multi-group analysis. Qualitative findings from thematic analysis of interview transcripts complement quantitative insights, providing contextual understanding of consumer attitudes toward sustainability. Expected key findings indicate that sustainability attributes significantly explain variations in consumer purchase intentions, mediated by attitude toward sustainable products and perceived social responsibility. The analysis anticipates confirming that environmental awareness and social responsibility perceptions serve as vital antecedents driving sustainable purchase decisions. The proposed framework integrates a modified Theory of Planned Behavior (TPB) with components from the Value-Behevior-Norm (VBN) theory, emphasizing the multidimensional nature of consumer sustainability cognition and behavior. This integration offers a nuanced model that delineates the pathways from awareness and values to purchase action, incorporating demographic moderators. The contribution to academic and practical knowledge lies in advancing a context-specific decision model that operationalizes sustainability within consumer behavior theory, providing a strategic basis for marketers and policymakers aiming to promote sustainable consumption. The study underscores the importance of stakeholders aligning marketing strategies with consumer values and perceptions, thereby fostering environmentally responsible purchasing patterns. The novel framework facilitates targeted interventions by highlighting key drivers and barriers to sustainable consumption, with implications for designing effective communication, product labeling, and corporate social responsibility initiatives. The primary conclusion emphasizes that sustainability is a significant determinant of consumer behavior when perceived as credible and aligned with individual values. Recommendations include fostering transparency in sustainability claims, tailoring marketing messages to diverse demographic groups, and integrating sustainability considerations into consumer education programs. Future research should explore longitudinal dynamics of sustainability perceptions and their evolving impact on consumer decision-making, as well as extending the framework to digital and e-commerce contexts to capture emerging consumption trends.