Determinants of green purchase and conservation behaviour among young consumers: an emerging economy perspective

Abstract

The study examines green purchasing and conservation behaviour among young consumers in an emerging economy. The study offers a novel integration of Norm Activation Model (NAM) and Stimulus-Organism-Response (S-O-R) frameworks using PLS-SEM to model behavioural determinants within an emerging economy context. It explores how environmental awareness, social norms, and support for sustainable consumption influence green purchasing and conservation behaviours, with personal norms serving as a mediator. Using a quantitative approach, data were collected from 369 students and analysed using partial least squares (PLS) structural equation modelling (SEM). Findings reveal that environmental awareness and social norms significantly predict personal norms. Informational cues and societal influences play a key role in shaping pro-environmental attitudes. Personal norms, in turn, strongly predict green purchasing and conservation behaviours. This suggests that internalised moral obligations are central to driving sustainable consumption among young consumers. Our findings contribute to the theoretical advancement of NAM and S-O-R by demonstrating their applicability in emerging economies. It also sheds light on the practical need for educational campaigns and policies that promote environmental awareness and social norms. Finally, the pivotal role of young consumers in driving sustainable consumption is confirmed, and recommendations for policymakers and marketers in fostering eco-friendly behaviours in emerging economy contexts are offered.