Drivers of sustainable consumption: An empirical analysis of consumer attitudes, knowledge, and social pressures

Sustainable consumer behaviour has gained increasing attention in recent years as environmental challenges intensify. Understanding the factors influencing sustainable purchasing decisions is essential for developing effective policies and interventions. Using a mixed-method analytical approach this paper examines the interplay between key variables affecting sustainable consumer behaviour, including knowledge of Green Supply Chain Management (GSCM), the perceived importance of sustainability, willingness to pay for sustainable products, and the influence of social pressures. The findings indicate that GSCM knowledge significantly correlates with sustainable purchasing behaviour, confirming that informed consumers are more likely to make environmentally responsible choices. Furthermore, the perceived importance of sustainability strongly influences both the frequency of purchasing sustainable products and willingness to pay a premium for them. Social pressure was found to shape attitudes towards sustainability but exhibited a weaker direct effect on actual purchasing decisions. These results suggest that increasing consumer knowledge alone is insufficient; instead, sustainability initiatives should integrate educational efforts with culturally and socially embedded strategies to maximise impact.