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This study aims to examine the role of trend affinity, emotional value, and past sustainable practices on consumers’ sustainable consumption behaviour. The research employed a survey approach to collect responses; 282 usable responses were received. Results established trend affinity, emotional value, and supportive behaviour towards environmental organisations as significant determinants of individuals’ sustainable consumption practices. Using Theory of Reciprocal Determinism (TRD) framework and integrating personal, behavioural and social factors, the study provides a novel perspective to understand sustainable consumption behaviour. Policymakers and practitioners can use the outcome of the study to promote sustainable consumption behaviour among individuals to minimise damage to the environment.
Joshi et al. (Wed,) studied this question.