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Volume 12, Issue 4 (April 2026)

Determinants Of The Attitude–behavior Gap In Sustainable Consumption An Empirical Analysis Of Youth Consumers

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Volume 12 Issue 07

July 2026

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Author(s)

Meghana M Raveendran

Abstract

Sustainable Consumption Has Gained Significant Importance In Recent Years, Particularly Among Youth Who Are Increasingly Aware Of Environmental Issues. However, A Noticeable Gap Exists Between Positive Attitudes Toward Sustainability And Actual Purchasing Behavior. This Study Examines The Attitude–behavior Gap Among Young Consumers Using Primary Data Collected From 50 Respondents. The Findings Reveal High Awareness And Favorable Attitudes Toward Sustainable Products, But Relatively Lower Levels Of Actual Purchasing Behavior. Key Barriers Identified Include High Prices, Limited Availability, And Lack Of Trust In Sustainability Claims. The Study Highlights The Need For Improved Accessibility, Affordability, And Transparency To Bridge This Gap.

Keywords

Sustainable Consumption Attitude–Behavior Gap Youth Consumers Green Purchasing Behavior Price Sensitivity Greenwashing Environmental Awareness

Paper ID

IJSARTV12I4104869

Publication Date

April 5, 2026

Research Area

Commerce

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