Making Sustainable Consumption Decisions: The Effects of Product Availability on Product Purchase Intention

ABSTRACT Lack of product availability is cited in the literature as a major factor that prevents consumers from purchasing sustainable products. Yet, little empirical research exists to document the potential behavioral consequences that result from lack of product availability, such as when consumers intend to purchase sustainable products but none are immediately available (see intention-behavior gap). Based on a survey of 630 consumers, this study examines how product availability affects consumer purchase intention for sustainable products within a behavior-intention model. The alternative mode of product acquisition, online rental, is offered to consumers to assess its moderating effect on purchase intention when the product is not physically available at the point-of-sale (POS). Using an experimental research design, we find that consumer purchase intention is positively affected by product availability. Additionally, rental is found to be an ineffective moderator, as consumers prefer traditional ownership over partial ownership when considering the purchase of sustainable products.