Document Type : Research Paper
Authors
1
Department of Maharishi Markandeshwar Institute of Management, Maharishi Markandeshwar (Deemed to be University) Mullana, Ambala, 133203, India.
2
Department of Management Studies, Graphic Era Deemed to be University, India. Faculty of Business and Management, Universiti Sultan Zainal Abidin, Terengganu, Malaysia.
3
IMSAR, MDU, Rohtak, India
4
College of Administrative and Financial Sciences, Saudi Electronic University, Dammam, Kingdom of Saudi Arabia
5
Faculty of Business and Management, Universiti Sultan Zainal Abidin, Terengganu, Malaysia.
Abstract
This study aims to investigate the relationship between consumer attitudes and perceptions of corporate behavior regarding sustainable consumption. It focuses on understanding the influence of various factors, such as knowledge, consumer social responsibility (CSR), and corporate marketing strategies, on sustainable consumer behavior. A sample of 555 responses was collected from consumers in North India. The primary data were analyzed using exploratory factor analysis (EFA), and factors were then employed in Structural Equation Modeling (SEM) to measure the relationships between consumer attitudes, corporate behavior, and sustainable consumption. The study reveals that knowledge and CSR have a significant influence on consumer attitudes towards sustainable consumption. Corporate behavior, encompassing marketing strategy and business responsibility, served as a mediating factor between consumer attitude and intention. The results also show that consumer intention has a significant impact on sustainable consumer behavior, with corporate behavior acting as a partial mediator. The study contributes theoretically by integrating key constructs into a single model explaining sustainable consumption. Empirically, it validates seven factors using EFA and SEM on North Indian data, offering region-specific insights for both research and practice. Additionally, future research could explore other potential mediating factors that influence the relationship between consumer attitudes and sustainable consumption behavior
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