Examining the role of consumer hope in sustainable consumption behaviour

Sustainable consumption is gaining importance as businesses and consumers are shifting their focus from conventional to eco-friendly products. While awareness is rising due to government initiatives and advertising, many consumers remain skeptical of sustainability claims, limiting their engagement with such products.
Most research on sustainable consumption focuses on cognitive factors like attitudes and values, with limited attention to emotions. Existing studies present a paradox—negative emotions like guilt are well-studied, while positive emotions, particularly hope, are underexplored. This study systematically reviews 123 research articles to examine how hope influences sustainable consumption behavior.
Based on the review, a research model is developed incorporating cognitive factors (green self-identity, perceived natural content, environmental knowledge, and perceived greenwashing) as drivers of consumer hope, which in turn leads to sustainable consumption. The study also explores how goal attainment moderates this relationship and compares consumer behavior at home versus while traveling.
Using structural equation modeling and Fuzzy-set Qualitative Comparative Analysis, the study analyzes data from 584 consumers (298 at home, 286 traveling). The findings support all hypotheses except the moderating role of environmental knowledge in the greenwashing-hope relationship. The study offers theoretical contributions and practical insights for marketers and policymakers to enhance transparent communication, environmental education, and strategies fostering hope for sustainable consumption.

This work © 2025, Mohd Sadiq.