Unravelling pathways of sustainable consumption among higher education students for blue economy future using an integrated TPB-NAM and PLS-SEM-fsQCA approach

Sustainable consumption (SC) is central to achieving SDGs 12 and 14 and advancing the Blue Economy (BE) vision, yet empirical evidence on SC’s behavioural determinants among higher education (HE) students in sub-Saharan Africa remains sparse. Integrating the Theory of Planned Behaviour (TPB) and the Norm Activation Model (NAM), this study examines the antecedents of SC intentions among 289 Ghanaian HE students, employing Partial Least Squares Structural Equation Modelling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA). PLS-SEM results reveal that awareness of consequences significantly predicts ascription of responsibility and personal norms, both of which drive SC intentions. Subjective norms strongly shape personal norms and intentions, while perceived behavioural control exerts no significant effect. Using fsQCA, multiple configurational pathways are identified through which attitudinal, normative, and control factors collectively predict SC intentions. These findings offer actionable insights for designing targeted interventions to foster ocean-conscious behaviour and sustainable consumption practices among students, thereby advancing Ghana’s Blue Economy agenda.