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February 21, 2026INTERNATIONAL JOURNAL OF RESEARCH AND ANALYTICAL REVIEWS0 citationsOpen Access

Integrating Consumer Innovativeness And Perceived Behavioral Control Into Eco-Conscious Consumption: The Mediating Role Of Sustainability Storytelling

SPS Maria PrathipaKSKevin Alston SDSDr. M. Salathiyan

Key Points

  • The research aims to investigate the interplay between consumer innovativeness, perceived behavioral control, and eco-conscious consumption, with a focus on sustainability storytelling as a mediator.
  • Surveyed individuals on consumer innovativeness and perceived behavioral control
  • Assessed their eco-conscious consumption behaviors
  • Analyzed the mediating impact of sustainability storytelling
  • Higher consumer innovativeness correlates with increased eco-conscious consumption
  • Stronger perceived behavioral control enhances eco-friendly choices
  • Sustainability storytelling significantly mediates the relationship between innovativeness and eco-conscious behavior

Abstract

UGC-CARE list, New UGC-CARE Reference List, UGC CARE Journals, ugc care list of journal, ugc care list, UGC Approved list, list of ugc approved journal, ugc approved journal,IJRAR - international Research Journal,IJRAR.ORG,Ijrar.org, International Journal of Research and Analytical Reviews (IJRAR) , UGC Approved journal, ugc approved,ugc, ugc certify, publish free of cost, free publication, UGC and ISSN Approved , International Peer Reviewed, Open Access Journal , e ISSN 2348 –1269, Print ISSN 2349-5138, ISSN: 2348 –1269, Impact Factor : 5.75 , E- journal, Low Cost INR 500, Free Publication

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Cite This Study

Prathipa et al. (2026) studied this question.

synapsesocial.com/papers/69994ba9873532290d01fc87https://doi.org/10.56975/ijrar.v13i1.326159
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