Exploring the antecedents of sustainable consumers' purchase intentions: Evidence from emerging countries

Abstract The purpose of this research study is to examine the antecedents of sustainable purchasing intention among two Asian countries' consumers, namely, India and Indonesia. Snowball sampling is used to collect data from 642 respondents from the two countries, and analyzed using structural equation modeling. Results reveal that antecedent variables such as environmental knowledge and environmental concern had a substantial impact on sustainable attitudes (SAs) and perceived behavior control; however, perceived behavior control had no impact on Indian consumers. While for Indian consumers, subjective norms had decisive moderating association between SAs and sustainable purchasing intention; for Indonesian consumers, it did not. Further, subjective norms did not show any moderating association between Indian and Indonesian consumers' perceived behavior control and sustainable purchasing intention. Finally, trust showed a significant moderating relationship between SAs, perceived behavior control and sustainable purchasing intention for Indian customers but not for Indonesian consumers.