The present study aims to conceptualize and empirically examine a comprehensive model of individual, cultural, social, and economic factors influencing sustainable consumption behavior among Iranian consumers. Employing an exploratory mixed-methods design, the research was conducted in two sequential phases. In the qualitative phase, grounded theory procedures and semi-structured interviews with experts in marketing and environmental studies were used to identify indigenous dimensions and determinants of sustainable consumption behavior in Iran. The extracted categories were integrated into a preliminary conceptual model, which subsequently informed the development of a researcher-designed questionnaire.

In the quantitative phase, survey data were collected from 392 Iranian consumers aged over 18, selected via convenience sampling. The data were analyzed using SPSS and SmartPLS within the framework of partial least squares structural equation modeling. The results demonstrated that the proposed model exhibits strong measurement and structural validity. Individual, socio-cultural, economic, and institutional constructs significantly explained variance in the two core dimensions of sustainable consumption behavior: resource consumption optimization and green product choice.

Environmental awareness and social values emerged as the strongest predictors of sustainable consumption behavior, whereas concern for the future displayed a weaker yet significant effect, echoing the widely discussed attitude–behavior gap in sustainability research. At the structural–economic level, household economic conditions, price differences, and the availability of green products played decisive roles in shaping actual purchasing decisions. Conversely, governmental support and existing green advertising efforts showed limited or even negative impacts, highlighting gaps in policy coherence, consumer trust, and communication effectiveness.

The findings further indicated that both behavioral strategies—optimizing resource consumption and choosing green products—positively contribute to environmental harm reduction, improved quality of life, and broader sustainable development outcomes. Integrating qualitative insights with quantitative evidence suggests that sustainable consumption behavior in Iran emerges from the complex interplay of personal motivations, cultural norms, socioeconomic constraints, and institutional enablers or barriers.

Overall, the study provides a context-specific and empirically validated model that advances theoretical understanding of sustainable consumption in non-Western settings. It also offers practical implications for policymakers, marketers, and environmental educators, emphasizing the need to strengthen environmental education, reform economic mechanisms affecting green product accessibility, enhance transparency and credibility in sustainability claims, and redesign cultural messaging to normalize low-waste, resource-efficient lifestyles.