Assessing Consumer Behavior in Sustainable Product Markets: A Structural Equation Modeling Approach with Partial Least Squares Analysis

The present research investigates the determinants that impact the decision-making process about sustainable purchasing. The study’s conceptual framework encompasses customer attitudes, values, beliefs, environmental awareness, perceived environmental impact, price and value, and product attributes. The study aims to comprehend the inclination toward environmentally friendly purchases and the elements that promote their behavior. The study employs quantitative techniques using SEM-PLS, a robust approach for formulating hypotheses and performing mediation and moderation analysis, to comprehend the dynamics of green purchase behavior. The web survey conducted from 30 October 2023 to 16 December 2023 forms the basis of the data analysis. Throughout this period, 744 responses were collected in total. The study’s findings establish correlations between characteristics and the propensity of individuals to buy environmentally friendly products. Personal attitude, subjective norm, and perceived behavioral control are factors that are associated with variables that impact the relationship between customer attitudes and the intention to buy environmentally friendly products. The study significantly contributes to domain marketing by establishing a new concept called “sustainable product evaluation”. This concept includes factors such as perceived environmental values and beliefs, perceived environmental impact, and product features. Incorporating a new variable improves the comprehension of the factors that influence environmentally conscious decision-making among Saudi Arabian consumers. While the majority of our sample was university students, we want to understand sustainable consumption behavior. The results may not reflect the general population. Due to this constraint, we advise diligence when interpreting the results in light of public attitudes and experiences.