Consumers' Sustainable Purchase Behaviour: Modeling the Impact of Psychological Factors

The aim of this study is to investigate the psychological factors that predict the sustainable purchase behaviour of educated young consumers. The study has been performed on 425 young consumers. To predict the power of considered variables, structural equation modeling was employed. Results indicate that the drive for environmental responsibility, spirituality and perceived consumer effectiveness are the key psychological determinants of consumers' sustainable purchase decisions. Outcomes of the study will be valuable to policy strategist and government organizations in designing campaigns to encourage sustainable purchasing practices among young consumers. Promotion of sustainable purchase behaviour might help in reducing the damaging effects of unplanned purchases on environment and society.