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Purpose Prevailing applications of the theory of planned behavior (TPB) in sustainable consumption often overlook culturally embedded drivers that shape consumer decision-making in emerging economies. This study aims to address this theoretical gap by extending TPB to incorporate risk perceptions and relational trust factors inadequately conceptualized within the model’s traditional cognitive framework. Focusing on Indian lifestyles of health and sustainability (LOHAS) consumers, the authors introduce trust, transparency and perceived risk as pivotal antecedents and moderators in shaping attitudes and behavioral intentions toward upcycled products. Design/methodology/approach Empirical analysis using partial least squares structural equation modelling reveals that while circularity, trust and perceived value significantly enhance positive attitudes, the influence of carbon neutrality labeling is limited in this context. Critically, perceived risk not only dampens the effect of circularity but also amplifies the compensatory role of trust and transparency, underscoring the necessity of relational assurances in low-trust, high-uncertainty markets. Findings By situating TPB within the cultural and institutional realities of an emerging market, this research advances the theoretical understanding of sustainable consumption and demonstrates that effective models must account for contextual risk and relational dynamics, thereby extending the boundaries of TPB and supporting broader SDG 3 objectives in sustainable health and well-being. Originality/value This study offers fresh empirical insights into the evolving domain of sustainable consumption, particularly in the Indian context. By highlighting the moderating influence of perceived risk, it enriches the theoretical understanding of upcycling behavior among LOHAS consumers and provides actionable guidance for marketers and sustainability practitioners.
Soin et al. (Mon,) studied this question.