Sustainable buying behaviour: An interplay of consumers’ engagement in sustainable consumption and social norms

Abstract Grounded on the stimulus–organism–response (SOR) model, this study investigated the direct and indirect impact of perception of eco‐brands (PEB) and perceived consumers’ effectiveness (PCE) on consumers’ sustainable buying behaviour via consumers’ engagement in sustainable consumption. Also, the moderating role of social norms in augmenting consumers’ engagement in sustainable consumption has been assessed. Surveying 438 consumers of green electronics in Pakistan, results revealed a positive direct and indirect impact of PEB and PCE on consumers’ sustainable buying behaviour. Moreover, results showed a positive interactive effect of social norms with PEB and PCE to enhance consumers’ engagement in sustainable consumption. The results of this research are further anticipated to bridge unexplored gaps in the literature on consumers’ engagement in sustainable consumption and pro‐environmental behaviour. The current study will also establish grounds for marketing scholars to explore future research areas in the consumer behaviour domain.