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Consumer Behaviour and Sustainable Decision-Making: Bridging the Gap Between Awareness and Action

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A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".

Deadline for manuscript submissions: 30 June 2026 | Viewed by 28957

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Dr. Elisabetta Savelli

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Department of Economics, Politics, Society, University of Urbino, Urbino, Italy
Interests: consumer behaviour; food sector; retail management; sustainable consumption
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

Consumer behaviour plays a pivotal role in driving sustainability transitions, as individual choices significantly impact environmental and socio-economic systems. However, a significant "intention-behaviour gap" still persists, whereby consumers express positive attitudes towards sustainability but often fail to translate them into action. This Special Issue, “Consumer Behavior and Sustainable Decision-Making: Bridging the Gap Between Awareness and Action”, examines the critical relationship between consumer behaviour and sustainable development, focusing on the complexities and obstacles involved in encouraging pro-environmental actions across various contexts.

Focusing on recent advancements in the fields of behavioural economics, psychology, and sustainability science, this Special Issue will address the cognitive, emotional, and social factors that shape sustainable consumption. The purpose of this collection is to deepen our understanding of the drivers behind eco-conscious consumer decisions, while also scrutinizing the barriers preventing the widespread adoption of sustainable practices (White et al., 2019).

By building on the existing literature, including insights into the "value-action gap" and sustainable marketing strategies (Kushwah et al., 2019; Emekci, 2019), this Special Issue will provide a comprehensive framework for encouraging sustainable consumption behaviours. Moreover, it will explore how targeted interventions, such as sustainability labels, behavioural nudges, and policy incentives, can effectively close the attitude–behaviour gap (Balasubramanian and Sheykhmaleki, 2024). This collection will also build on recent discussions around sustainable apparel, food, and energy consumption to provide actionable insights for policymakers and businesses alike (Emekci, 2019; Gallenti et al., 2020).

Dr. Elisabetta Savelli
Guest Editor

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Keywords

sustainable consumption
pro-environmental behaviour
consumer decision-making
value-action gap
behavioural interventions
sustainability marketing
environmental psychology
eco-conscious choices
sustainability transitions
policy interventions

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Published Papers (11 papers)

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Research

19 pages, 347 KB

Open AccessArticle

Investigating the Determinants of Renewable Energy Adoption: A Survey of Consumers’ Intention in Saudi Arabia

by Emna Gatri

Sustainability 2026, 18(9), 4589; https://doi.org/10.3390/su18094589 - 6 May 2026

Viewed by 201

Abstract

The accelerating global transition toward sustainable energy necessitates a more profound comprehension of the behavioral and contextual determinants influencing household adoption intentions, particularly in policy-driven economies. This research analyses household renewable energy adoption in Saudi Arabia employing a Theory of Planned Behavior-informed, attitude-centric framework. Awareness, environmental concern, and perceptions of governmental policy are evaluated as contextual precursors of attitude, while perceived financial cost is conceptualized as a moderating constraint on the attitude–intention nexus. Data were amassed through a cross-sectional survey of 300 household decision-makers in Saudi Arabia and analyzed utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM). The outcomes reveal that perceptions of governmental policy, environmental concern, and awareness are positively correlated with attitudes toward renewable energy, with policy perception demonstrating the most robust relationship. Attitude, in turn, is strongly correlated with adoption intention. Furthermore, perceived financial cost negatively moderates the attitude–intention relationship, indicating that financial apprehensions diminish the transference of favorable evaluations into adoption intentions. By situating the Theory of Planned Behavior within a policy-oriented energy framework, this study underscores the pivotal roles of institutional perception and affordability in shaping household renewable energy intentions through attitudinal mechanisms. The findings furnish practical insights for policymakers by accentuating the significance of policy credibility, financial accessibility, and targeted communication strategies aligned with Saudi Vision 2030’s sustainability objectives. Full article

(This article belongs to the Special Issue Consumer Behaviour and Sustainable Decision-Making: Bridging the Gap Between Awareness and Action)

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32 pages, 1189 KB

Open AccessArticle

From Sustainability Awareness to Sustainable Consumption Behavior Among Sports Science Students: The Serial Mediating Roles of Attitudes and Perceived Global Social Responsibility

by Uğur Caba, Sevim Kır, Mehmet Behzat Turan, Osman Pepe, Tekmil Sezen Soyal, Burcu Sanin, İbrahim Dalbudak and Mert Armut

Sustainability 2026, 18(6), 2827; https://doi.org/10.3390/su18062827 - 13 Mar 2026

Viewed by 523

Abstract

Background: This study aims to examine the relationship between sustainability consciousness and sustainable consumption behavior among sports science students and to reveal the serial mediating roles of attitudes toward sustainable development and perceived global social responsibility in this relationship. Methods: The sample consisted of 758 university students from different sports science departments who voluntarily participated in the study and were recruited through convenience sampling. Data were collected using a personal information form, the Sustainability Consciousness Scale, the Attitudes of Sustainable Development Scale, the Global Social Responsibility Scale, and the Sustainable Consumption Behavior Scale. Data were analyzed using SPSS software, including descriptive statistics, tests of normality, Pearson correlation, and regression analyses. Serial mediation effects were tested using the PROCESS Macro Model 6 developed by Hayes with the bootstrap method, and sample adequacy was confirmed through Monte Carlo simulation-based power analysis. Results: The findings demonstrated significant relationships between sustainability consciousness and sustainable consumption behavior. Attitudes toward sustainable development and global social responsibility were found to play significant mediating roles in this relationship, both independently and sequentially. Conclusions: The results indicate that sustainable consumption behaviors are shaped not only by cognitive awareness but also through attitudinal and moral social processes, providing a strong scientific basis for sustainability-oriented educational policies in sports science education. Full article

(This article belongs to the Special Issue Consumer Behaviour and Sustainable Decision-Making: Bridging the Gap Between Awareness and Action)

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25 pages, 480 KB

Open AccessArticle

Sustainable and Healthy Eating and Sport Engagement as Drivers of Advocacy: A Structural Equation Model (SEM) Study

by Emanuela Conti, Alessio Travasi and Fabio Musso

Sustainability 2026, 18(5), 2477; https://doi.org/10.3390/su18052477 - 3 Mar 2026

Viewed by 501

Abstract

Sustainability and healthy eating have emerged as key areas of interest and concern among younger generations in recent decades. Another prominent feature of this cohort is their increasing engagement with sport, both as practicing sport and as sport fans. Participation in sporting activities and enthusiasm for sports frequently align with the principles of sustainable and healthy living. Despite extensive theoretical interest and a growing body of research on young consumers’ concern for environmental sustainability and personal balanced nutrition, the interrelations among these domains remain underexplored. The connection with sport engagement has received even less scholarly attention. This study investigates how sustainable and healthy eating behaviors (SHEB), together with sport engagement, influence advocacy for sustainable and healthy food practices among young Italian consumers. Drawing on Social Practice Theory, Behavioral Spillover Theory and Diffusion of Innovation Theory, we develop and test a structural equation model (SEM) using data from 220 respondents. We tested the sustainable and healthy eating (SHE) scale and found that, among Italian Gen Z consumers, only three practices—meat reduction, concern for animal welfare, and seasonal food consumption—significantly represent the higher-order construct. Although the original scale includes eight dimensions, our results indicate that, in this cohort, SHE behaviors are effectively captured by this more focused set of practices. Moreover, both higher-order constructs examined in the model (SHEB and SPORT) significantly contribute to explaining advocacy for sustainable and healthy eating. Moreover, there are no significant differences among male and females. These findings contribute to consumer research on the interplay between sustainable and healthy lifestyle behaviors by identifying sport engagement as a novel and meaningful driver of consumer advocacy toward sustainable and healthy eating. Full article

(This article belongs to the Special Issue Consumer Behaviour and Sustainable Decision-Making: Bridging the Gap Between Awareness and Action)

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25 pages, 1019 KB

Open AccessArticle

How to Build an Intention to Reduce Consumption? The Mediating Role of Self-Efficacy

by Tomasz Wanat, Barbara Borusiak, Bartłomiej Pierański, Margarita Brugarolas and Laura Martínez-Carrasco

Sustainability 2026, 18(2), 1016; https://doi.org/10.3390/su18021016 - 19 Jan 2026

Viewed by 563

Abstract

According to the degrowth concept, it is necessary to reduce material consumption and the use of natural resources in order to achieve a more sustainable and equitable economy. Consumers in wealthy countries should consider reducing their consumption levels, which can be hard to accept in these societies. The objective of the current study is to examine the role of environmental self-efficacy in building intention to reduce consumption voluntarily. The analysis was based on data collected from 705 respondents across Poland and Spain. To test the hypotheses, we used the PLS-SEM algorithm and IPMA. The current research results showed that both environmental concern and social norms lead to the intention to reduce consumption through environmental self-efficacy. The mediating effect of self-efficacy in the case of environmental concern’s influence on intention to reduce consumption is stronger in Poland than in Spain, whereas the same effect in the case of social norms’ impact on intention to reduce consumption is similar in both countries. We also observed that the direct effect of social norms on intention to reduce consumption was noticeable in both countries separately but not found after combining both countries’ samples. Full article

(This article belongs to the Special Issue Consumer Behaviour and Sustainable Decision-Making: Bridging the Gap Between Awareness and Action)

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23 pages, 972 KB

Open AccessArticle

Insurance in the Aspects of Sustainable Development: The Behavioral and Cognitive Determinants of Consumer Demand Using SEM

by Marcin Idzik and Janusz Majewski

Sustainability 2026, 18(1), 233; https://doi.org/10.3390/su18010233 - 25 Dec 2025

Viewed by 860

Abstract

The insurance sector plays a crucial role in maintaining economic stability and the financial security of households; however, the level of demand for insurance products remains lower than would be expected based on consumers’ actual risk exposure. Previous research indicates that insurance purchasing decisions are shaped not only by economic factors but also by psychological and behavioral mechanisms. The aim of this article is to identify and systematize the most important determinants influencing consumer demand for insurance products, with particular emphasis on cognitive barriers and attitudes that reduce purchase propensity. The study employs an extensive literature review and structural equation modeling (SEM-PLS), enabling the simultaneous analysis of the relationships between attitudes, knowledge, beliefs, experiences, risk perception, and actual insurance ownership. From a sustainable development perspective, this mechanism fosters a “culture of responsibility”—insurance becomes a permanent and predictable element. The results demonstrate that insurance decisions are the result of a complex interaction of multiple factors (cognitive, normative, emotional, and relational) rather than simply a response to risk levels. The most important determinants of insurance policy ownership are as follows: (1) internal standards of responsibility, (2) product competence, (3) quality of experience, (4) lack of cognitive barriers, and (5) a sense of trust in the institution and advisor. From a sustainability perspective, these results suggest that the insurance market is in a “partially balanced” phase: strong elements promoting sustainable resilience are visible (standards of responsibility, the growing importance of knowledge, the role of positive experiences), but at the same time, clear barriers remain (lack of trust, underestimation of risk, postponement of decisions), which limit the full potential of insurance as a tool for socioeconomic stabilization. Full article

(This article belongs to the Special Issue Consumer Behaviour and Sustainable Decision-Making: Bridging the Gap Between Awareness and Action)

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30 pages, 762 KB

Open AccessArticle

Dual-Process Neurocognitive Pathways Bridging the Intention–Behaviour Gap in Sustainable Consumer Decisions

by Mihai Petrescu, Ionica Oncioiu, Mihaela Hortensia Hojda, Diana Andreea Mândricel and Marilena Carmen Uzlău

Sustainability 2025, 17(22), 10141; https://doi.org/10.3390/su172210141 - 13 Nov 2025

Cited by 1 | Viewed by 2058

Abstract

Growing concerns about sustainability highlight the need to understand not only rational but also neurocognitive mechanisms that shape consumer decisions. This study examines how discrete emotions—such as empathy, moral satisfaction, and responsibility—interact with reflective cognitive control to influence green purchase intention, with neural loyalty functioning as a mediating mechanism. Grounded in dual-process theory, the proposed model is empirically tested through PLS-SEM using data from 276 consumers in Romania, Poland, and the Czech Republic, actively engaged with ecological products. The results demonstrate that both emotional and cognitive dimensions significantly predict purchase intention, while neural loyalty partially mediates these relationships, transforming temporary reactions into stable behavioral patterns. These findings suggest that bridging the intention–behaviour gap in sustainable consumption requires the integration of affective engagement, rational evaluation, and loyalty consolidation. The study contributes to sustainable marketing literature by positioning neurocognitive drivers as key antecedents of pro-environmental behaviour and by offering practical insights for designing interventions that effectively convert green intentions into consistent actions. All structural relationships were statistically significant (p < 0.05), confirming the robustness of the proposed model. Full article

(This article belongs to the Special Issue Consumer Behaviour and Sustainable Decision-Making: Bridging the Gap Between Awareness and Action)

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23 pages, 447 KB

Open AccessArticle

Drivers of Local Food Consumption Among Young Consumers: Integrating Intrinsic and Extrinsic Motivations

by Elisabetta Savelli and Vincenzo Gissi

Sustainability 2025, 17(20), 8969; https://doi.org/10.3390/su17208969 - 10 Oct 2025

Cited by 1 | Viewed by 1708

Abstract

Local food (LF) consumption has achieved increasing attention over the last few decades, given its potential to enhance social, economic, and environmental sustainability. Despite its benefits, understanding consumer behaviour towards LF remains underexplored. This study investigates intrinsic and extrinsic motivations for LF consumption among young Italian consumers, applying Self-Determination Theory (SDT). Using structural equation modelling (SEM) on a sample of 931 respondents, this study reveals the significant roles of perceived benefits, knowledge, satisfaction, and food sustainability concern (FSC) in shaping people’s intention to consume LF. Moreover, the findings underscore the importance of food sustainability concerns, as an extrinsic motivation improving the effect of the intrinsic ones, thus fostering a persistent intention to consume local food. Full article

(This article belongs to the Special Issue Consumer Behaviour and Sustainable Decision-Making: Bridging the Gap Between Awareness and Action)

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20 pages, 1818 KB

Open AccessArticle

Sustainability Awareness, Price Sensitivity, and Willingness to Pay for Eco-Friendly Packaging: A Discrete Choice and Valuation Study in the Saudi Retail Sector

by Sultan Alaswad Alenazi

Sustainability 2025, 17(16), 7287; https://doi.org/10.3390/su17167287 - 12 Aug 2025

Cited by 5 | Viewed by 4475

Abstract

The increasing environmental concerns of plastic waste have encouraged more interest in environmentally friendly packaging, but consumer willingness to pay (WTP) for green alternatives in emerging markets such as Saudi Arabia is not fully explored. This research explores the relationship between awareness of sustainability and price sensitivity in determining WTP for green packaging in the Saudi retail market. The study utilizing a mixed method included both a Contingent Valuation Method (CVM) and a Discrete Choice Modeling (DCM). In it, data was gathered and analyzed using a sample of 424 urban consumers in Saudi Arabia’s major cities. The findings of OLS regression indicated awareness of sustainability had a significant, positive effect on WTP, whereas price sensitivity had a negative effect. There was a marginal interaction effect indicating that awareness could overcome price aversion. Logistic regression supported awareness as a dominant factor in binary product choice, although price sensitivity was not significant in the said model. The multinomial logit model also showed that the type of package, environmental labels (more so the “100% recyclable” type), and price had significant effects on consumer preferences. These results indicate that there is acceptance of sustainable packaging by consumers in Saudi Arabia if the product is communicated effectively and priced competitively. Full article

(This article belongs to the Special Issue Consumer Behaviour and Sustainable Decision-Making: Bridging the Gap Between Awareness and Action)

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26 pages, 1354 KB

Open AccessArticle

Influence of Creative Tourist Experiences and Engagement on Gen Z’s Environmentally Responsible Behavior: A Moderated Mediation Model

by Wenjun Lu, Pimlapas Pongsakornrungsilp, Sukhuman Klamsaengsai, Kanokkan Ketkaew, Sasawalai Tonsakunthaweeteam and Long Li

Sustainability 2025, 17(11), 4992; https://doi.org/10.3390/su17114992 - 29 May 2025

Cited by 5 | Viewed by 5595

Abstract

In the contemporary Chinese tourism market, Generation Z constitutes a key consumer segment whose environmentally responsible behavior (ERB) is crucial to achieving the sustainable development of destinations. Drawing on the self-regulation of attitude theory and the cognitive–affective–conative (CAC) framework, in this research, we examined the influence of emotional factors on ERB among Generation Z tourists. In particular, we investigated the effect of creative tourism experiences (CTEs) on ERB, with tourist engagement (TE) and place attachment (PAT) serving as mediators. Data from 639 valid online questionnaires were analyzed through structural equation modeling (SEM). The results show that CTE and TE significantly impact ERB, while TE and PAT mediate the relationship between CTE and ERB. Moreover, self-efficacy (SE) positively moderates both the direct and indirect effects. Given the limited integration of the self-regulation of attitude theory and the CAC framework in ERB research, these results provide novel insights and valuable recommendations for the sustainable development of creative tourism. Full article

(This article belongs to the Special Issue Consumer Behaviour and Sustainable Decision-Making: Bridging the Gap Between Awareness and Action)

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17 pages, 1193 KB

Open AccessArticle

Method Review for Assessing Damage to Human Health in LCA: Implementation in the Production of Selected Food Products

by Matjaž Denac and Tinkara Ošlovnik

Sustainability 2025, 17(11), 4825; https://doi.org/10.3390/su17114825 - 23 May 2025

Cited by 3 | Viewed by 3180

Abstract

Agriculture and food production can cause a variety of adverse environmental impacts. Life Cycle Assessment (LCA) is the only standardised method so far that provides a comprehensive assessment of the environmental burden of products. LCA results can be expressed as environmental impacts (midpoint level) or environmental damage (endpoint level). Communication on environmental impact is mostly carried out as a part of the Carbon Footprint (CF) or Environmental Product Declaration (EPD), while reporting on environmental damage is rarely used. Due to the growing interest of consumers in ‘healthy’ food, it is important that food producers address the environmental damage. Therefore, an overview of existing Life Cycle Impact Assessment (LCIA) methods that provide insight into endpoint indicators describing damage to human health has been performed and presented in this paper. The application of the selected LCIA methods is demonstrated for the case of food products, highlighting the fact that the results obtained by different LCIA methods are not directly comparable due to a variety of methodological limitations, such as the existence of different environmental indicators and their structure. Finally, the usage of the LCA method for designing food products is presented, with the aim of enabling consumers to choose diets with lower environment and human health impacts. Full article

(This article belongs to the Special Issue Consumer Behaviour and Sustainable Decision-Making: Bridging the Gap Between Awareness and Action)

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18 pages, 906 KB

Open AccessArticle

Influencing Path of Consumer Digital Hoarding Behavior on E-Commerce Platforms

by Zhikun Yue, Xungang Zheng, Shasha Zhang, Linling Zhong and Wang Zhang

Sustainability 2024, 16(23), 10341; https://doi.org/10.3390/su162310341 - 26 Nov 2024

Cited by 5 | Viewed by 3757

Abstract

Although digital hoarding behavior does not directly affect physical space, with the popularization of cloud storage services, its impact on energy consumption has become increasingly significant, posing a challenge to environmental sustainability. This study focuses on the factors influencing consumer digital hoarding behavior on e-commerce platforms, aiming to provide management decision-making references for e-commerce enterprises to deal with consumer digital hoarding phenomena and improve transaction effectiveness. Based on the Motivation–Opportunity–Ability (MOA) Theory and through the Adversarial Interpretive Structure Modeling Method (AISM), this study systematically identifies and analyzes the influencing factors. The findings reveal that emotional attachment, burnout, and fear of missing out are the main motivational factors directly affecting consumer digital hoarding behavior, with strong interconnections between these factors. Perceived usefulness and platform interaction design are significant opportunity factors, indirectly affecting digital hoarding behavior by improving user experience and satisfaction. E-commerce platform convenience, anticipated ownership, perceived economic value, emotional regulation ability, auxiliary shopping decision-making, perceived behavioral control, and information organization ability are the foundational and intermediate factors. The research results emphasize the importance of understanding consumer digital hoarding behavior in the context of sustainable development. This is not only conducive to optimizing the shopping cart function and data management strategy of e-commerce platforms and improving transaction conversion rates but also provides a reference for policymakers to formulate data management and privacy protection policies. Full article

(This article belongs to the Special Issue Consumer Behaviour and Sustainable Decision-Making: Bridging the Gap Between Awareness and Action)

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