Determinants Responsible For Sustainable Consumption Behavior Among Youths

Environmental awareness and concern for the natural environment determine purchasing habits, forming sustainable consumption patterns, motivating the population to prefer ecological goods and services. This issue is especially relevant for young people since they will be the consumers of the future, and the progress of humanity in achieving Sustainable Development Goals depends to a large extent on the sustainability and eco-orientation of their consumer behaviour. The article aims to determine the factors that influence the sustainable consumer behavior of young people. The basis of the study was the results of a survey of 89 young people (aged 20 to 36 years, almost half of whom are 23 to 26 years old) in the city of Jaipur (India, the capital of the state of Rajasthan), which is a rapidly growing urban center, so the problems of urban development here are typical of many rapidly developing cities around the world.” The questionnaire consists of 34 questions, of which 27 are aimed at determining the determinants of sustainable consumer behavior, and seven are aimed at evaluating the most sustainable consumer behavior. A five-point Likert scale was used for evaluation. Partial Least Squares Structural Equation Modeling (PLS-SEM), which helps to identify the relationships between determinants and sustainable consumer behavior, is performed using Smart PLS. Descriptive statistics, reliability analysis and correlation analysis are performed using SPSS. Data suitability for analysis was confirmed using Bartlett’s sphericity test and sampling adequacy measurement results (Kaiser-Meyer-Olkin). The reliability and internal consistency of the data were confirmed using the Alpha-Cronbach coefficient, Composite Reliability coefficients and convergent validity / Average variance extracted (AVE) Values. The discriminant validity and suitability of the data for structural modeling was confirmed using the Fornell-Larker criteria. The study proposed and empirically tested 10 hypotheses regarding the positive influence of 5 factor variables (perception of consequences, behavioral control, response efficiency, sensitivity to the environment, and environmental knowledge) on 2 resulting variables: behavioral intentions and sustainable consumption behavior. According to the study results, 6 out of 10 hypotheses were confirmed: ecological knowledge, behavioral control, response efficiency, and perception of consequences were determinants of behavioral intentions, while sensitivity to the environment was not. At the same time, only behavioral control and perception of consequences were determinants of sustainable consumer behavior. The results of the study can be used to develop and implement measures aimed at promoting sustainable consumer behavior among young people (for example, educational programs and political initiatives), as well as to create marketing plans that motivate this particular customer group to make sustainable purchase decisions.