ABSTRACT The main objective of this study was to analyze the influence of the constructs concerning conspicuous consumption behavior and environmental awareness on the construct concerning sustainable consumption behavior. This research is a survey with a sample composed of 458 Brazilians. The data analysis method was Structural Equation Modeling by Partial Least Squares. The results of the research confirmed the central hypothesis of the study, evidencing that, contrary to what recent studies have indicated, the strategy of promoting sustainable consumption through conspicuous concerns is not capable of engaging consumers with the complete cycle of sustainable consumption, as well as that the construct concerning environmental awareness proves to be more relevant for driving sustainable consumption behavior than conspicuous consumption behavior.
Silva et al. (Mon,) studied this question.
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