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ABSTRACT This study examines sustainable consumption behaviors within the framework of the Theory of Planned Behavior, incorporating tax awareness as a normative construct into the relationship between environmental awareness and green consumption. The research aims to reinterpret behavioral processes, often explained in the literature through moral norms and civic responsibility, through a more concrete dimension of public awareness related to policy consciousness. Data was collected via an online survey prepared using Google Forms, yielding 423 responses. The data was analyzed using SPSS (Windows 23.0 and 25.0), and a structural equation model was applied. Analyses conducted on a Turkish sample show that environmental awareness directly influences green consumption and indirectly influences tax awareness. The significant mediating role of tax awareness indicates that individuals' environmental awareness is integrated with their perceptions of public responsibility, thereby shaping behavior. These findings demonstrate that sustainable consumption is shaped not only by individual attitudes and moral norms but also by civic responsibility and policy consciousness. By expanding the scope of normative constructs, this study offers a conceptual contribution to the sustainable consumption literature.
Durmaz et al. (Mon,) studied this question.
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