Translating sustainable purchase intention to actual action through the incorporation of affecting design factors among products

The growing interest in sustainable products presents a paradox in consumer behavior, where intentions to purchase eco-friendly items often fail to translate into actual buying actions. This gap is particularly evident in the Filipino market for low-cost, energy-efficient solutions such as electric hand fans, which offer both environmental benefits and practical utility in the country’s hot and humid climate. Addressing this research gap, this study extended the theory of planned behavior (TPB) by incorporating affective product design elements—namely, aesthetic appeal, ergonomic comfort, and price fairness—and brand trust as key determinants of sustainable consumption. Employing Partial Least Squares Structural Equation Modeling on data from 500 Filipino consumers collected purposively to reflect sustainable consumers of the country, the study revealed that while TPB constructs significantly affected sustainable intention, brand trust emerged as the most influential predictor of actual purchase behavior, surpassing intention itself. By extending TPB to incorporate affective design and trust, this study established a more novel framework assessing sustainable purchase behavior through emotional, sensory, and ergonomics factors alongside the behavioral domains. Moreover, this study suggests prioritizing emotionally resonant features, explicitly link design and pricing strategies to credibility, and reliable distribution – aiming to foster eco-conscious purchases.