Introduction and Problem Statement:In the contemporary era, the escalation of environmental crises and resource depletion has necessitated a paradigm shift from conventional to sustainable consumption patterns. Sustainable consumption behavior (SCB) is no longer a peripheral concern but has become a central pillar of global environmental policy and corporate strategy. Despite extensive research, most existing models predominantly focus on Western contexts or rely on relatively narrow psychological frameworks, such as the Theory of Planned Behavior (TPB). However, SCB in emerging economies, particularly in Iran, is a complex phenomenon shaped by a unique interplay of traditional values, social pressures, and volatile economic conditions. This study addresses a significant research gap by proposing an integrated framework that explores how individual, cultural, social, and economic factors collectively influence two critical dimensions of SCB: Resource Optimization and Green Product Selection. The primary objective is to move beyond the “intention–action gap” and empirically test a holistic model that captures the socio-economic realities of Iranian consumers.
Theoretical Framework and Methodology:The theoretical foundation of this research is built upon an interdisciplinary approach that integrates environmental psychology with socio-economic theories. We conceptualize SCB as the outcome of four distinct yet interrelated clusters:
• Individual Factors: Internal drivers, including environmental awareness, personal responsibility, and pro-environmental attitudes.
• Cultural Factors: Macro-level influences, such as collective values, lifestyle patterns, and traditional sustainability norms.
• Social Factors: Meso-level drivers, including peer influence, family dynamics, and social status.
• Economic Factors: Structural drivers, including affordability, perceived cost–benefit ratios, and market accessibility.
To test this model, a quantitative research design was employed. Data were collected through a structured survey administered to a diverse sample of Iranian consumers. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM), a robust method suitable for testing complex structural models with high predictive accuracy.
Empirical Results and Findings:The measurement model was rigorously evaluated in terms of reliability and validity. The results confirmed excellent psychometric properties:
• Reliability: Cronbach’s alpha (α = 0.824) and Composite Reliability (CR > 0.70) exceeded the recommended thresholds, indicating high internal consistency.
• Validity: Average Variance Extracted (AVE > 0.50) confirmed convergent validity, while the Fornell–Larcker criterion supported discriminant validity.
The structural model analysis revealed substantial explanatory power, far exceeding that of typical behavioral models reported in the literature:
• Explanatory Power: The model explained 73.4% of the variance in Resource Optimization (R² = 0.734) and 71.4% of the variance in Green Product Selection (R² = 0.714).
• Model Fit: The Goodness-of-Fit (GoF) index was calculated at 0.678, indicating a strong fit between the proposed model and the empirical data.
Key findings indicate that, while individual awareness is a necessary prerequisite, the social and cultural context often acts as the primary catalyst or barrier to sustainable consumption behavior. Cultural factors were found to exert a significant moderating effect on the translation of personal attitudes into actual behavior. Furthermore, economic factors emerged as a critical constraint, particularly with regard to the price sensitivity associated with green products under the current economic conditions in Iran.
Discussion and Managerial Implications:The results demonstrate that SCB in Iran is a highly contextualized form of behavior. The high R² values suggest that the inclusion of social and economic variables provides a considerably more accurate prediction of consumer behavior than individual-centric models. One of the most striking findings is the “Value–Action Gap,” whereby high levels of environmental awareness do not necessarily translate into green purchasing behavior because of economic barriers and social norms that continue to favor conventional consumption patterns.
Managerial and Policy Implications:For Policymakers: Governments should move beyond awareness-raising campaigns and focus on structural incentives. Reducing the “green premium” (i.e., the additional cost associated with sustainable products) through subsidies or tax incentives is essential for increasing market penetration.
1. For Marketers: Companies should leverage social proof and culturally relevant storytelling. Since social and cultural factors are powerful drivers of behavior, marketing strategies should frame sustainable consumption not merely as an “ethical choice” but as a “socially desirable lifestyle” aligned with local values.
2. For NGOs: Environmental organizations should focus on community-based interventions that normalize resource optimization practices (e.g., energy and water conservation) as a collective social responsibility.
Conclusion and Originality:This study contributes to the literature by providing one of the first comprehensive empirical tests of a multidimensional SCB model in the Middle East. Its originality lies in the integration of economic and cultural constraints within a structural equation modeling framework, thereby offering a high-resolution perspective on the Iranian consumer. The findings suggest that achieving sustainability goals requires a synchronized effort across individual, social, cultural, and economic spheres. Future research should consider longitudinal research designs to examine how changing economic conditions further influence these behavioral drivers.