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Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2023) 1.2 Q4
Journal Citation IndicatorTM (2023) 0.33 Q3
Received: 2024-08-15  |  Accepted: 2024-11-22  |  Published: 2024-12-30

Title

Changes toward sustainability in consumer purchasing behaviour of everyday products


Abstract

This study aims to identify the factors that influence sustainable consumer purchasing behaviour in the food and everyday products market, which can be used to influence consumer purchasing patterns toward sustainable consumption. The factors commonly observed to influence purchasing decisions, such as price, quality, packaging, and brand, were complemented by factors such as sustainable production, nutritional composition, health benefits, and the product's origin. These additional factors also exert a significant influence on consumer purchasing decisions. A principal component analysis (PCA) identified four determinants of sustainable consumer purchasing behaviour (Product Features, Environmental Responsibility, Comfort and Accessibility, and Pricing). The influence of determinants on real, sustainable purchasing behaviour is evaluated using a PLS-SEM model. The PLS-SEM structural modelling demonstrated a significant impact of all determinants on real, sustainable purchasing behaviour. The first determinant (Product Features) indicates that an individual's rational behaviour is related to sustainability. These variables relate to product quality, nutritional composition, origin, health benefits, and product breadth. Additionally, they reflect attitudes toward life values and norms. Determinant Environmental Responsibility reflects the importance of sustainable practices by both manufacturers and retailers as perceived by consumers. Determinant Comfort and Accessibility encompass the variables most influenced by those who create the external shopping environment, control the marketing tools, and sellers that address the customer (point of sale, accessibility, loyalty to the chain, etc.). The last determinant (Pricing) represents rational decision-making and is subject to the consumer's financial circumstances


Keywords

sustainable consumer behaviour, structural modelling, purchasing factors, environmental responsibility, determinants of consumption


JEL classifications

D12 , M31 , Q56


URI

http://jssidoi.org/jesi/article/1265


DOI


Pages

364-377


Funding

This research was funded by the grant No. IGA-PEF-TP-23-012 of the Grant Agency of the Faculty of Business and Economics at Mendel University in Brno and by the project CZ.02.1.01/0.0/0.0/16_017/0002334 Research Infrastructure for Young Scientists, co-financed by Operational Programme Research, Development and Education.

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Baláková, Irena
Mendel University in Brno, Brno, Czech Republic https://www.mendelu.cz
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Pšurný, Michal
Mendel University in Brno, Brno, Czech Republic https://www.mendelu.cz
Articles by this author in: CrossRef |  Google Scholar

Stávková, Jana
Mendel University in Brno, Brno, Czech Republic https://www.mendelu.cz
Articles by this author in: CrossRef |  Google Scholar

Švecová, Veronika
Mendel University in Brno, Brno, Czech Republic https://www.mendelu.cz
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

12


Number

2


Issue date

December 2024


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 761  |  PDF downloads: 260

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