PREDICTIVE MODELS FOR SUSTAINABLE CONSUMER BEHAVIOR- HOW GREEN CONSUMERS ACT

Abstract

Sustainable consumer behavior has become a key area of focus as global environmental challenges intensify. Understanding how and why consumers engage in eco-friendly practices requires integrating both psychological theories and modern predictive modelling techniques. This study examines sustainable consumption patterns using a combination of theory-based models—such as the Theory of Planned Behavior (TPB), Value-Belief-Norm (VBN) theory, Norm Activation Model (NAM), and Self-Determination Theory (SDT)—and data-driven models including Structural Equation Modelling (SEM), machine learning algorithms, and behavioral clustering. Primary data collected from 112 respondents were analyzed using chi-square tests, correlation analysis, and regression techniques to explore associations among demographics, awareness, attitudes, and sustainable actions. Findings reveal that age significantly influences incentive-driven green purchasing, while perceived quality of eco-friendly products strongly predicts sustainable lifestyle adoption. Awareness levels and behavioural patterns, such as recycling and plastic reduction, show strong interrelationships, reflecting clustered eco-conscious behaviour. The study proposes the Integrated Eco-Behavior Activation Theory (IEBAT), a holistic model explaining how cognitive readiness, moral responsibility, motivation, and situational enablers collectively activate sustainable consumer behaviour. The findings provide valuable insights for marketers, policymakers, and educators working to promote green consumption practices.