Models for Predicting Sustainable Durable Products Consumption Behaviour: A Review Article

This conceptual article examines the theory of reasoned action and theory of planned behaviour and some of its important extension models developed to find out consumers’ purchase behaviour for sustainable products. It has been observed in the first two models that consumers’ attitude, subjective norms, perceived behavioural control influences intention and purchase behaviour for sustainable product consumption. Further, in the extension models, it is observed that consumers’ confidence, environmental attitude, values, past experience, consumers’ willingness, social pressure, perceptions and feelings also influences consumers’ purchase intention and behaviour towards sustainable product consumption. Based on these studies, a conceptual model is proposed where moral obligation (values and ethics) and emotion are incorporated as separate constructs which may influence attitude and purchase intention, and consumers’ habit is taken under perceived behavioural control, which may also influence consumers’ purchase intention. Researchers further may test the proposed model using moderating role of demographic factors between purchase intention and purchase behaviour for sustainable durable products for Indian consumers.