Impact of spirituality, culture, behaviour on sustainable consumption intentions

Abstract Sustainable consumption is a growing area of research due to the climate change and environmental degradation. The present study examines a conceptual model by integrating spirituality with cultural values from Hofstede cultural dimensions theory and constructs from Theory of Planned Behaviour (TPB) to determine sustainable consumption intention. The paper also examines the moderating role of gender. The data was gathered from 726 customers. Structural equation modelling was used to analyse the main variables influencing sustainable consumption intentions. Spirituality, collectivism and long‐term orientation were found to have a positive impact on attitudes that leads to sustainable consumption intention. Thus, this study helps to improve the predictive ability of the Theory of Planned Behaviour by incorporating spirituality as a behavioural belief and collectivism and long‐term orientation as cultural dimensions. The findings show that gender has no moderating effect. The study outlines the process for converting a person's cultural values, norms, and beliefs into a purchase intention. As a result, the research offers practitioners and decision‐makers insight into how to boost intention towards sustainable consumption.