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August 19, 2025Open Access

Beyond Green and Sustainable for SDGs 12: The Role of Ethical Consumption Consideration in Cognitive-Affective-Behavior Models

Key Points

Ethical consumption fully mediates the relationship between environmental awareness and sustainable behavior, underscoring its importance.
Social sustainability awareness impacts sustainable behavior both directly and through mediation, suggesting its role in shaping actions.
A quantitative survey of 384 Indonesian consumers of sustainable products utilized a multi-stage cluster sampling technique.
These findings highlight the need for tailored strategies that translate awareness into action, aiding policymakers and educators.

Abstract

Objective: This study investigates how environmental awareness and social sustainability influence ethical consumption considerations and sustainable consumption behavior. It aims to support progress toward SDG 12 (responsible consumption and production) in the context of Indonesia’s growing consumer economy. Theoretical Framework: The research is based on the Cognitive-Affective-Behavior (CAB) model, which explains behavioral change as a progression from cognitive awareness to affective internalization and behavioral action. Core concepts include environmental awareness, social sustainability, and ethical consumption. Method: A quantitative approach was employed, surveying 384 Indonesian consumers of sustainable products using a multi-stage cluster sampling technique. Data were collected through structured questionnaires and analyzed using structural equation modeling to examine mediation effects within the CAB framework. Results and Discussion: Ethical consumption acts as a full mediator between environmental awareness and sustainable behavior, while social sustainability awareness has both direct and mediated effects. These results confirm the CAB model’s sequence of behavioral development. The discussion highlights how different types of awareness require tailored interventions, such as ethical framing for environmental issues and social norm reinforcement for sustainability. Research Implications: Findings offer insights for policymakers and practitioners in sustainability, marketing, and education by suggesting how to convert awareness into action through ethical engagement and social influence strategies. Originality/Value: This study uniquely integrates environmental and social sustainability awareness into the CAB model, emphasizing ethical consumption in a developing-country context. It contributes a holistic and contextually relevant framework for promoting sustainable consumer behavior.

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