The mediating role of conscious consumerism in shaping sustainable consumption intentions: evidence from Coimbatore District, India

Understanding the psychological correlates of sustainable consumption intention is essential for recognizing how individual actions influence society and the environment. Grounded in the Theory of Planned Behavior (TPB), this study examines how attitude, subjective norms, and perceived behavioral control affect sustainable consumption intention, and explores the mediating role of conscious consumerism. Using survey data from Coimbatore District in the Indian state of Tamil Nadu ( N = 430), structural equation modelling (SEM) was employed to test the hypothesized model. The results indicate that all three TPB constructs significantly predict intention. More importantly, conscious consumerism, defined as ethical, mindful, and environmentally aware decision-making, significantly mediates these relationships. The effect of conscious consumerism is strong with sustainable consumption intention suggesting that elevated ethical awareness enhances both self-understanding and the perceived feasibility of sustainable actions. This study extends the TPB by integrating value-based and reflective processes, showing how ethical self-identity and moral reflection transform cognitive antecedents into sustainable intentions. The findings offer valuable insights for policymakers, educators, and marketers aiming to promote critical thinking and ethical awareness, thereby encouraging more responsible and sustainable consumption behaviors.