Understanding the role of environmental concern on responsible mobile usage behavior through the theory of planned behavior: An empirical study from India

India, which is the second-largest smartphone market, produces a significant number of smartphones. These mobile phones impose significant environmental costs due to their high usage frequency, short replacement cycles, low formal recycling rates, and high levels of informal processing. Despite growing concerns about high environmental costs, very few researchers examine consumer behaviors specific to mobile phone use. Therefore, this study examines factors responsible for Sustainable Mobile Usage Behavior (SMUB), combining Environmental Concern, a higher-order construct drawn from the Value-Belief-Norm Theory (VBN), with the Theory-of- Planned-Behavior (TPB). The term “Sustainable Mobile Usage Behavior(SMUB)” encompasses dimensions such as efficient energy use, extending device lifespan, preference for repair over replacement, and responsible recycling. The outcomes of this research are based on data collected from a sample of 320 Indian mobile users. The results indicate that EC has a significant impact on all three TPB antecedents, with the strongest effect on Perceived Behavioral Control (PBC). Following this, PBC also stood out as the strongest, with the strongest impact on behavioral intention, followed by Attitude (ATT) and Subjective Norms (SN). The significant effects of ATT and SN on behavioral intention reveal the complementary nature of favorable evaluations and social influence in shaping consumers’ intention toward SMUB. Thus, Behavioral Intention (BI) strongly predicts actual SMUB (β = 0.817, p < 0.001). To this end, PBC also exerted a significant direct effect on SMUB. This research advances understanding of sustainable consumption by providing behavioral insights to promote circular economy principles in the ICT sector and informing policy interventions to reduce e-waste and carbon footprints in high-growth markets.