Suhasini Jindal, Harshita Jain, Renu Dhupper, Ashu Kalra, Qazi Asif Zameer
To promote sustainable activities, sustainability consciousness, which includes knowledge, attitude, and behaviour, is essential. This research empirically evaluates the Knowledge–Attitude–Behaviour (KAB) model alongside the Theory of Planned Behaviour (TPB) involving 320 participants from urban and semi-urban areas in India. It examines the moderating effect of internal locus of control on the relationship between sustainability attitudes and behaviours, employing structured Likert scale data and regression analysis. A comprehensive questionnaire was utilized to collect data from a varied demographic, which includes students, professionals, and general consumers living in urban and semi-urban locales of North India. Correlation and multiple regression analyses indicated that knowledge serves as a predictor of attitude, which in turn partially mediates its influence on behaviour. The internal locus of control was found to moderate the connection between attitude and behaviour, thereby enhancing the significance of personal agency. An exploratory subgroup analysis points to differences based on gender and education, although these findings were not statistically validated. This study underscores the gap between awareness and action, advocating for focused, behaviour-oriented interventions to foster sustainable practices.The study offers theoretical insights and useful information to educators and policymakers who want to promote sustainable behaviour through focused interventions.