The Theory of Planned Behavior (TPB) (Ajzen, 1991) remains one of the most influential frameworks for predicting human behavior in the field of sustainable consumption (Ogiemwonyi, 2022, 2024). According to TPB, behavioral intention, the immediate precursor to behavior, is influenced by three basic determinants: attitude towards the behavior, subjective norms, and perceived behavioral control (PBC). In other words, people are more likely to engage in a behavior when they evaluate it positively, feel socially expected to do it, and believe they are capable of doing it (Ogiemwonyi and Jan, 2023a, 2023b).

Integrating conscious consumerism (CC) into the Theory of Planned Behavior (TPB) holds conceptual promise for explaining sustainable consumption, but its theoretical justification needs strengthening, particularly in clarifying why CC functions as a mediator rather than a direct predictor. A robust mediation argument requires identifying the psychological mechanism through which CC bridges core TPB constructs (attitude, subjective norms, and perceived behavioral control) to behavioral intentions or actions. Existing literature demonstrates that TPB is often enhanced through mediating or moderating variables that capture deeper motivational or contextual layers. For example, Harun et al. (2022) integrated spirituality and cultural values into TPB to better explain intentions toward energy-efficient appliances, while Bergianti (2025) refined subjective norms into injunctive and descriptive norms to predict minimal consumption more accurately. Similarly, Ertz et al. (2021) and Ertz et al. (2017) showed that contextual factors and intrinsic motivation mediate the influence of TPB variables on e-waste recycling intentions.

Further support for expanding TPB with mediating constructs comes from studies that incorporate social and moral dimensions. Tong et al. (2025) highlight how moral obligation and social norms jointly steer eco-friendly choices, suggesting that internalized ethical commitments, akin to conscious consumerism, may serve as a mediating pathway. The TPB-ABC model used by Quin and Song (as cited in Ertz et al., 2021) also underscores the role of internal motivations in shaping sustainable patterns, offering a parallel framework for positioning CC as a psychological mediator. Moreover, research by Ayar and Gürbüz (2021) confirms that sustainable intentions translate into behavior only when mediated by factors like awareness, habit, or perceived responsibility. Therefore, to justify CC’s mediating role, the model should articulate how conscious awareness transforms attitudinal and normative influences into deliberate, sustainable actions, drawing on empirical precedents that treat mediation as a key explanatory layer in TPB-based sustainability research.

In the Indian context, sustainable consumption is deeply intertwined with cultural values, socio-economic constraints, and community-based decision-making. Indian consumers often exhibit a “value-conscious” orientation, where frugality, reuse, and resourcefulness, rooted in traditional practices like jugaad, naturally align with sustainability, yet are not always framed as such in formal environmental discourse. Furthermore, studies in urban India reveal that while awareness of eco-friendly products is growing, actual adoption remains limited due to inconsistent product availability, price premiums, and skepticism about green claims (Gupta and Ogden, 2009). The influence of family and community norms is particularly salient; for instance, Sharma and Sheth (2023) found that in tier-2 cities, purchasing decisions related to organic food or energy-efficient appliances were significantly shaped by perceived approval from elders and neighbors, reinforcing the role of injunctive norms in collectivist settings. These insights underscore the need for sustainability interventions that resonate with indigenous consumption ethics while addressing structural gaps in the marketplace.

Bhutto et al. (2023) highlight that Generation Y’s pro-environmental intentions, such as e-waste recycling, are significantly shaped by social norms and environmental literacy, resonating with the strong influence of subjective norms (β = 0.28) observed in the present study among Coimbatore’s 18–45 age group. Similarly, Brindha and Adlinda (2023a) emphasize that Indian consumers’ commitment to responsible consumption stems not merely from awareness but from a sense of personal moral duty and trust in brand integrity, supporting the mediating role of conscious consumerism as an ethical filter between attitude and intention. This trust, however, is contingent on credible supply-side practices; as Brindha and Adlinda (2023b) note, without transparent and responsible production, perceived behavioral control remains weak, which aligns with the negligible PBC path (β = 0.07) found here, likely reflecting real-world constraints like affordability and product availability. Moreover, Brindha and Devika (2019) underscore the vital role of small local enterprises in embedding sustainability within community norms, a dynamic particularly relevant in Coimbatore’s socio-economic fabric. These insights converge with Bauer et al. (2018) call to culturally ground TPB within educational and value-based contexts, while Adlinda and Brindha (2024) caution that globalization, though it disseminates sustainability ideals, may simultaneously intensify consumption pressures, explaining why positive attitudes alone yield only moderate effects unless channeled through reflective, value-driven decision-making.

The model’s predictive reliability extends across different cultural contexts and economic systems. For instance, validated TPB’s usefulness for explaining sustainable consumption in urban Bangladesh and Abong et al. (2021) confirmed its applicability in Nairobi, Kenya. Despite its global success, TPB has been criticized for lacking explanatory depth when addressing habitual, structurally embedded, or post-intentional behaviors (Megha, 2024). This limitation has led scholars to incorporate mediating constructs that can explain how intention transforms into action, among which conscious consumerism shows strong potential.

Emerging research suggests that bridging the intention–behavior gap requires identifying psychological mechanisms that increase reflective awareness and behavioral consistency. Conscious consumerism is one such mechanism. It encompasses ethical reflection, mindfulness, deliberate evaluation, and personal moral accountability (Burton and Eike, 2023; Kim and Kim, 2025). Conscious consumers evaluate the social and ecological consequences of their purchases and exhibit consistency through self-regulation and resistance to greenwashing rather than through simple awareness (Fischer et al., 2017).

Empirical evidence supports this mediating effect. Consumers with high levels of conscious reflection are more likely to align behavior with personal values (Hong et al., 2024b). In China, Kim and Kim (2025) found that ethically aware consumers showed stronger correspondence between attitudes and behavior, while, De et al. (2025) reported mindfulness and deliberate consumption to be strongly associated with waste reduction and behavioral consistency. These findings collectively suggest that conscious consumerism functions as the cognitive bridge connecting belief-based intentions and action within the TPB structure.

Attitude, defined as a positive or negative evaluation of performing a behavior, is a core antecedent of conscious consumerism because it links personal values to action (Ajzen, 1991). According to the Value-Belief-Norm (VBN) theory (Stern, 2000), pro-environmental attitudes emerge when individuals connect sustainability to moral or altruistic values, transforming abstract concern into behavioral intention. Empirical studies consistently show that favourable attitudes toward green products predict stronger purchase intentions (Kim and Kim, 2025; Wang and Ho, 2017). However, attitude alone is insufficient: Yaqub et al. (2024) found its effect on low-waste behaviors in Nigeria was fully mediated by moral identity, while De et al. (2025) showed that attitude only translated into action when framed as a moral duty. Thus, attitude’s influence depends on how deeply sustainability is internalized as personally meaningful, not merely as a preference.

Subjective norms reflect perceived social pressure to act sustainably and operate through two mechanisms: injunctive norms (what important others approve of) and descriptive norms (what others actually do) (Hong et al., 2024a). Their strength varies by cultural context; family expectations strongly shape recycling in collectivist Dhaka (Hong et al., 2024b), while peer influence via social media drives green purchases among individualistic Chinese youth (Kim and Kim, 2025). Critically, descriptive norms can override personal attitudes when individuals use others’ behavior as a decision heuristic (Thøgersen, 2023). Fischer et al. (2023) demonstrated that norm-based messaging (“most people recycle”) boosted intentions more than ethical appeals. Yet, if unsustainable behavior appears widespread, descriptive norms may discourage green action. Effective interventions must therefore actively shape, and not just report, social norms.

PBC refers to the perceived ease or difficulty of performing sustainable actions, shaped by affordability, accessibility, knowledge, and infrastructure (Ajzen, 1991; Gupta and Ogden, 2009). It is crucial because it determines whether intentions translate into actual behavior. Meta-analyses identify PBC as the second strongest predictor of sustainable consumption after attitude (Megha, 2024). However, its drivers differ across contexts: in Germany, PBC hinges on eco-label literacy (Fischer et al., 2023). This highlights a key theoretical insight: PBC is not purely psychological but co-determined by structural conditions. Thus, boosting PBC requires both empowering consumers and reforming systems (e.g., through policy, subsidies, or distribution networks) to align perceived with actual feasibility.

In this study, conscious consumerism (CC) is conceptualized as a reflective latent construct, not a formative index. It represents an internally consistent, higher-order psychological orientation characterized by ethical reflection, environmental mindfulness, and deliberate evaluation of consumption choices (Burton and Eike, 2023). Unlike formative composites, where indicators cause the construct, CC is indicated by observable behaviors (e.g., label scrutiny, brand research) that reflect an underlying disposition toward mindful consumption. This reflective specification aligns with its theoretical role as a mediating mechanism, not a contextual moderator.

CC is positioned as a mediator because it explains how and why the core antecedents of the Theory of Planned Behavior (TPB), attitude, subjective norms, and perceived behavioral control, translate into sustainable consumption intention. Rather than merely amplifying or attenuating these relationships (as a moderator would), CC captures the cognitive-ethical processing through which abstract motivations become actionable intent. For example, a favourable attitude toward sustainability only shapes intention when individuals consciously reflect on its implications; strong norms gain traction when internalised through mindful evaluation; and high perceived control is mobilized only when consumers choose to act despite convenience trade-offs. Empirical support for this mediating role is emerging: Hong et al. (2024a,b) found that CC strengthened the path from TPB variables to green purchasing in Bangladesh, while Bhawna and Anupama (2025) showed that reflective consumers were better able to resist greenwashing and align choices with values. Thus, CC functions as a psychological bridge, transforming general motivations into contextually grounded, value-consistent intentions, rather than a conditional boundary condition.

Sustainable consumption intention (SCI) denotes a person’s self-reported readiness to engage in pro-environmental purchasing and usage behaviors, such as buying certified eco-products or minimising waste (Laheri, 2025). Within behavioral theory, SCI is rooted in the intention–behavior framework (Ajzen, 1991), where intention is treated as the most proximal and reliable predictor of voluntary action. However, decades of research confirm a persistent intention–behavior gap: many individuals intend to act sustainably but fail to do so due to situational constraints, habit, or weak implementation planning (Whitmarsh and O’Neill, 2010).

To address this gap, recent scholarship reframes intention not as a static outcome but as a dynamic, ethically informed commitment. Intentions anchored in deep moral convictions, or filtered through reflective processes like conscious consumerism, are significantly more stable and predictive. This perspective links SCI to ethical decision-making models, where intention emerges from deliberation over consequences, responsibilities, and personal values (Schwartz, 2016). In the present model, SCI serves as the dependent variable, shaped by TPB antecedents and mediated by conscious consumerism. This structure moves beyond correlational prediction to explain how ethical awareness and cognitive engagement convert motivation into committed intent, offering a more nuanced pathway for closing the intention–behavior gap in sustainability contexts.

Recent research on sustainable consumption behavior (SCB) from 2021 to 2025 highlights enduring gaps in how core constructs, attitude, subjective norms, perceived behavioral control (PBC), and conscious consumerism explain real-world decision-making. Although conscious consumerism has emerged as a vital mediating mechanism that fosters ethical reflection and value alignment, it still does not fully account for consumers’ actual knowledge, depth of understanding, or contextual awareness of sustainability issues. Empirical applications of the construct remain limited, particularly in diverse socio-economic and cultural environments where structural constraints, such as inconsistent product availability, price premiums, and weak institutional support, undermine the attitude–behavior relationship (Gupta and Ogden, 2009; Tong et al., 2025). In such contexts, conscious consumerism serves not merely as an attitude but as a reflective process that helps individuals reconcile personal values with practical choices, thereby strengthening the pathway from intention to action (Laheri, 2025; Fischer et al., 2023).

As given in Table 1, all constructs were measured via multi-item, self-report scales adapted from measured instruments in behavioral sustainability literature. A 5-point Likert scale (1 = Strongly Disagree, 5 = Strongly Agree) was employed Hong et al. (2024a,b) emphasizing clarity and reduced cognitive load. All the measurement instruments used in the research were based on the well-established and validated scales by previous researchers to ensure theoretical alignment and content validity with the TPB model used in the study. Prior to the data collection process, the questionnaires were sent to a panel of sustainability experts to ensure the clarity and appropriateness of the measurement items. A further pilot study was conducted, and minor changes were made.

A quantitative stratified random sampling approach was applied to achieve a representative distribution of respondents across the socio-demographic and geographic landscape of Coimbatore District. Stratification was based primarily on residence type (urban, semi-urban, and rural), age group (18–25, 26–35, and 36–45), and gender, ensuring that each subgroup was proportionately represented in the final sample. This approach minimized sampling bias and improved the study’s external validity by reflecting the district’s socio-economic diversity.

The sampling frame combined both online and field-based methods to ensure inclusivity. A total of 430 valid responses were collected for the study. Of these, 268 questionnaires (62.3%) were gathered through structured field surveys to cover less digitally engaged populations, trained field enumerators conducted household visits across major taluks of Coimbatore, such as Coimbatore City, Sulur, Pollachi, and Anaimalai, between January and March 2025. Enumerators explained the study objectives, secured written informed consent, and guided respondents through the questionnaire when required. The remaining 162 responses (37.7%) were obtained via an online version of the questionnaire, distributed through purposively selected community groups, professional networks, and social media platforms targeting residents aged 18–45 in the same geographic area. Both modes used identical survey content and skip logic to ensure measurement equivalence. The mixed-mode approach enhanced sample diversity while maintaining alignment with the stratified random sampling design. From Table A1, the resulting sample was demographically diverse and consistent with regional patterns. Female respondents made up 55.2% of the sample. The largest age group was 18–24 years (34.3%), indicating active participation from younger consumers. Educational attainment was high, with 45.2% postgraduate and 30.9% undergraduate qualifications, reflecting Coimbatore’s strong educational base. Household income levels ranged from ≤ ₹50,000 (36.7%) to > ₹1,00,000 (26.9%), demonstrating economic diversity. Most respondents lived in nuclear families (72.6%) and urban or semi-urban areas (70.6%), though rural (25.1%) and remote (4.4%) participants were also included, ensuring a broad contextual spread.

The final dataset consisted of 430 valid responses, representing a balance of gender, age, educational attainment, and residential status within Coimbatore District. The sample size exceeded the recommended 10–20 cases per estimated parameter guideline for structural equation modelling (SEM) (Kline, 2016), ensuring adequate statistical power and analytical robustness. Overall, the stratified random sampling design ensured that the sample accurately reflected Coimbatore’s heterogeneous population structure, capturing variations in income, education, and location, thus enhancing both the representativeness and generalizability of the findings to similar emerging urban contexts in India.

Data were analyzed using SPSS 28.0 and AMOS 28.0 for Structural Equation Modelling (SEM). Before proceeding with the SEM modelling using AMOS, initial data screening was performed to ensure the validity of the results. Mahalanobis distance was used to assess the presence of influential multivariate outliers, and it was found that no values in the data set exceeded the critical chi-square value at p < 0.001, proving its absence. Next, the Variance Inflation Factors (VIF) were examined using SPSS to identify the multicollinearity among the latent constructs were below the recommended value of 5 with a tolerance value exceeding 0.20, proving that multicollinearity is not a matter of concern. As the data collected is of self-reported nature, the common method bias was assessed using Harman’s singe factor test. The results of the first unrotated factor accounted for the variance less than 50 percentage, indicating that the bias could very unlikely affect the results.

Following the satisfactory preliminary examinations, Confirmatory Factor Analysis (CFA) was conducted to test the measurement model. The model fitted the data well (see Table 2). Construct validity was tested using convergent validity (Average Variance Extracted > 0.50) and discriminant validity (Fornell-Larcker criterion and HTMT < 0.85). Subsequently, the structural model was tested using maximum likelihood estimation.

The measurement model was reliable and valid for all constructs. Cronbach’s alpha ranged from 0.869 to 0.976. The internal consistency of all scales was excellent, as all values exceeded the threshold of 0.70 (Nunnally, 1978). The Composite Reliability (CR) values were above the acceptable limit of 0.70, ranging from 0.705 to 0.969. Average Variance Extracted (AVE) values were between 0.573 and 0.881, exceeding the threshold of 0.50 (Fornell and Larcker, 1981). This indicates that the total variance of each latent construct explains more than the error variance in its observed indicators. Furthermore, Perceived Behavioral Control (PBC) had the highest AVE (0.881), and Conscious Consumerism (CC) ranked second with an AVE of 0.735 (see Table 1), indicating a high level of convergent validity. The overall reliability of the instrument was 0.716, which was above the minimum acceptable level. Thus, the measurement model is reliable and valid for use in subsequent structural analysis (see Table 1).

Based on the Table 2, Cronbach’s alpha exceeds 0.95 for Perceived Behavioral Control (PBC: α = 0.976) and Conscious Consumerism (CC: α = 0.964), which may suggest item redundancy. In response, we examined inter-item correlations and conducted a composite reliability (CR) and average variance extracted (AVE) analysis. Both constructs show strong CR (>0.70) and adequate AVE (PBC = 0.881; CC = 0.735), supporting convergent validity.

Further, we reviewed each item for semantic overlap. In PBC, items reflect distinct operational barriers (e.g., affordability, availability, knowledge), while CC items capture complementary aspects of ethical awareness (e.g., label scrutiny, brand accountability, mindful purchasing). No items were removed, as each contributes unique content to the latent construct. Multicollinearity was assessed via variance inflation factors (VIF) in the measurement model; all values were <2.0, indicating no problematic collinearity among indicators.

Based on the Structural Equation Modelling (SEM) results given in Table 3, the overall model fit was satisfactory. Although the chi-square statistic was significant, χ² (587) = 1429.175, p < 0.001, this is expected because the chi-square test is sensitive to sample size (Byrne, 2016). However, the results of more robust fit indices showed that the model was well supported by the data. The chi-square to degrees of freedom ratio [χ²/df = 2.435; Kline, 2016 < 3] indicated that the model fit the data well. The incremental fit indices were also greater than the cutoff values. The CFI [0.945; Hu and Bentler, 1999 > 0.90], the NFI [0.910; Hu and Bentler, 1999 > 0.90], and the TLI [0.941; Hu and Bentler, 1999 > 0.90] showed that the model fit well. The RMSEA [0.058; Steiger, 1990 < 0.08] also indicated that the model allowed for an acceptable level of approximation error. The GFI [0.858; Hair et al., 2019 < 0.90] and AGFI [0.839; Hair et al., 2019 < 0.90] were below the recommended levels. In addition, the RMR [0.103; Hair et al., 2019 < 0.08] suggested that there was some room for model improvement. Overall, the results of these indices revealed that the proposed model fitted the observed data adequately to excellently and supported the suitability of the structural model for hypothesis testing (Hair et al., 2019).

The model fit indicates that GFI (0.858) and AGFI (0.839) fall below the 0.90 benchmark, and RMR (0.103) slightly exceeds the 0.08 threshold. However, these absolute fit indices are known to be sensitive to sample size and model complexity (Byrne, 2016; Hair et al., 2019). This model includes five latent constructs with 36 indicators, a structure that can depress GFI/AGFI even when the theoretical specification is sound. Critically, incremental and parsimony-adjusted indices show a strong fit:

Given this pattern, excellent fit on robust, widely prioritized indices (CFI, TLI, RMSEA), the model is theoretically and statistically defensible. The elevated RMR likely stems from minor residual covariances among error terms, which do not compromise the overall structural relationships. Future research with larger samples may refine absolute fit, but current results support the hypothesized pathways.

The model in Figure 2 examines how TPB constructs, Attitude (ATT), Subjective Norms (SN), and Perceived Behavioral Control (PBC), predict Sustainable Consumption Intention (CC), which in turn predicts Sustainable Consumer Identity (SCI). ATT positively influences CC (β = 0.19, SE = 0.10, p = 0.010), indicating that favourable attitudes modestly increase sustainable purchase intention. SN has a stronger, highly significant effect (β = 0.28, SE = 0.11, p < 0.001), highlighting the importance of social norms. PBC shows no significant effect (β = 0.07, SE = 0.04, p = 0.122), suggesting perceived control does not drive intention in this context, possibly due to structural or situational constraints. CC strongly predicts SCI (β = 0.45, SE = 0.04, p < 0.001), supporting that sustainable intention contributes to the development of a sustainable consumer identity. Among exogenous constructs, ATT and PBC are strongly correlated (r = 0.71, p < 0.001), while ATT–SN (r = 0.04) and SN–PBC (r = −0.02) show negligible, non-significant associations, indicating relative independence between normative and control-related perceptions.

This study makes a significant contribution to behavioral sustainability theory by extending the TPB through the integration of CC as a mediating mechanism. While TPB has long been used to predict sustainable consumption intention (Ajzen, 1991), it often fails to explain how attitudes, subjective norms, and perceived behavioral control translate into action, particularly in complex decision environments. By demonstrating that conscious consumerism fully mediates the relationship between TPB constructs and sustainable consumption intention, the research advances TPB from a predictive to an explanatory framework. The integration of conscious consumerism provides a conceptual advance by adding a reflective, value-based component to TPB. It moves beyond rational evaluation and captures the ethical and mindful processes through which individuals translate awareness into behavioral commitment. This aligns with recent work calling for post-cognitive extensions of behavioral models that incorporate reflective processes such as mindfulness, ethical reasoning, and self-regulation.

Furthermore, the findings support identity-based motivation theory, suggesting that when individuals engage in conscious consumption, they are not merely acting on cognitive beliefs but also affirming a pro-environmental self-identity (Whitmarsh and O’Neill, 2010). This enriches the understanding of the psychological pathways linking values to intentions and clarifies how reflective awareness and ethical self-concept strengthen the connection between intention and sustainable behavior (White et al., 2019). At the same time, these results should be interpreted within the cultural context of Coimbatore District in India, where strong social influence and community orientation likely enhance the role of subjective norms (Fernandes et al., 2024). The mediating role of conscious consumerism may therefore reflect culturally embedded patterns of ethical reasoning and social conformity (Brindha and Adlinda, 2023a; Adlinda and Brindha, 2024).

For businesses and retailers, the findings underscore that simply promoting green products or awareness campaigns is insufficient unless they foster deeper, sustained consumer consciousness. Short-term strategies should strengthen transparency and reflection at the point of decision-making. Marketing communication can move beyond superficial claims such as “eco-friendly” to focus on authenticity and accountability (White et al., 2019). Instead of overloading messaging with multiple sustainability themes, brands should highlight one or two core narratives around ethical sourcing or responsible disposal that stimulate thoughtful evaluation (Fischer et al., 2023). Retailers can incorporate subtle “nudges” at checkout, such as default green options or visible peer comparisons, to make sustainable choices easier and more intuitive (White et al., 2019).

Long-term strategies should center on building consumer trust and emotional engagement. Digital tools, including carbon labeling, product impact dashboards, or storytelling platforms, can enhance transparency and connect purchasing behavior with broader social and environmental outcomes (Eze, 2025). At the same time, Coimbatore District and other regional firms should avoid greenwashing, as conscious consumers quickly detect inconsistency and lose confidence in brands (Roy, 2021; Çam et al., 2025). By framing sustainability as a shared moral value rather than a market feature, businesses can establish reputation capital and long-term brand loyalty.

From a policy perspective, sustainable consumption in Coimbatore District requires an integrated approach that combines structural reform with cognitive and educational empowerment. In the short term, policymakers should remove practical barriers to sustainable action by ensuring that eco-friendly options are affordable, accessible, and clearly identifiable (Megha, 2024). Implementing consistent eco-labelling standards and reinforcing trust through third-party certification can reduce consumer confusion while improving perceived behavioral control. Infrastructure improvements such as urban recycling networks, refill stations, and incentives for low-waste lifestyles can create immediate enabling conditions (Fischer et al., 2023). In the long term, governments and non-governmental organizations should invest in education and social awareness programs that cultivate reflective and ethical consumer mindsets. School curricula may include topics such as environmental literacy, product lifecycle thinking, and green marketing analysis, encouraging conscious choices from an early age (Yaqub et al., 2024).

Educators in Coimbatore District and other parts of India also play a critical role in shaping value systems that connect individual responsibility with collective sustainability. By equipping Indian students with analytical, ethical, and media-literacy skills, educational institutions can strengthen the next generation’s behavioral consistency around sustainability (Bauer et al., 2018; Abo-Khalil, 2024). Ultimately, effective policy and education frameworks must balance short-term structural facilitation, such as improving access and infrastructure, with long-term behavioral investment in public awareness and value transformation, as envisioned in global ESD roadmaps (UNESCO, 2021). Together, these strategies can bridge the gap between ethical intention and everyday sustainable action.