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Examining the role of consumer hope in sustainable consumption behaviour
Sadiq, Mohd
Sadiq, Mohd
Author
Abstract
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.
Keywords
sustainable consumption behaviour, consumer hope, positive emotions, consumer goal attainment, green self-identity, perceived natural content, perceived greenwashing, environmental knowledge, SEM-fsQCA
Date
2025
Type
Thesis
Journal
Book
Volume
Issue
Page Range
1-201
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
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Relation URI
Source URL
Event URL
Open Access Status
License
CC BY 4.0 (Creative Commons Attribution 4.0 International)
File Access
Notes
This work © 2025 by Mohd Sadiq is licensed under Creative Commons Attribution 4.0 International (https://creativecommons.org/licenses/by/4.0/).