From beliefs to curvilinear behavioral effects: Mapping the drivers of sustainable purchase intention

This paper used a convergent mixed-method approach to examine the factors influencing Sustainable Purchase Intention (SPI). In Study 1, a two-wave time-lagged survey was administered to active sustainable consumers in China, Japan, and Pakistan, and the individual-level theoretical framework was validated using Structural Equation Modeling (SEM). Study 2 complements Study 1 by using macro-level data from secondary sources and the High-Dimensional Fixed-Effects econometric models. The results of the research showed that Digital Nudges (DN), Environmental Concern (EC), and Perceived Behavioral Control (PBC) impact the research construct of SPI, with Green Trust (GT) and Perceived Consumer Effectiveness (PCE) mediating the effects. First, there is an inverted U-shaped relationship between EC and SPI, whereby too high EC may lead to eco-anxiety, eco-futility, or eco-fatigue. Secondly, the DN effect is moderated by Cultural Values (CV). Third, the PBC effect is negatively moderated by Price sensitivity (PS), a new factor indicating that costs remain a challenge to sustainable action. The study provides evidence for the design of calibrated digital interventions, sustainable trust-building communication, and affordability-oriented environmental policy.