Online, offline, and beyond: social influences on household waste and sustainable consumption

This study explores the influence of social dynamics—specifically social support, online and offline social interactions, and group identification—on the adoption of sustainable consumer disposal practices, while also examining the moderating roles of social network structures and the intensity of social influence. The research employed structural equation modeling to analyze data from 302 Indian consumers and identify the significant roles of social support, online and offline interactions, and group identification in promoting sustainable consumption practices. It also reveals that social network structures and social influence act as strong moderators, enhancing these effects and encouraging sustainable disposal behaviors. By integrating these factors, the study offers a socio-ecological perspective on sustainability, providing new insights into the relationship between individual actions and collective social systems. The findings close a critical research gap in emerging economies and yield practical recommendations for policymakers and organizations working to promote sustainable consumption worldwide. This research is unique in bridging online and offline social interactions, introducing moderating mechanisms in information networks, and presenting a comprehensive framework for understanding sustainable consumer behavior.