As the second most polluting industry in the world, the fashion industry has a critical impact on the environment. The development of sustainable fashion is conducive to reducing the environmental pollution caused by the fashion industry. China has the largest consumer market in the world, and the Chinese government and major companies have made considerable contributions to the sustainable development of the fashion industry. However, research regarding young women’s attitudes towards this topic remains under-explored. This study interviewed 30 young women of different ages from different places in China. Based on the theory of planned behavior (TPB), a semi-structured interview was used as a data collection method, and thematic analysis was adopted for data analysis. This paper discusses young Chinese female consumers’ attitudes towards sustainable fashion and analyzes the motivating factors and hindrance factors affecting the consumption intentions of young Chinese female consumers towards sustainable fashion. The research found that young Chinese female consumers generally hold a positive and supportive attitude towards sustainable fashion. Consumers’ perceptions of sustainable fashion, their self-perceptions, and their level of green awareness all significantly impact their attitudes and purchase intentions toward sustainable fashion. Consumers feel low social pressure, and Chinese society demonstrates a high level of acceptance and praise for sustainable concepts. However, the lack of purchasing channels and choices for sustainable fashion in China and the high cost of sustainable fashion products discourage consumers from making purchases. This study will be beneficial as a reference when the Chinese government makes sustainable policies to guide consumers toward sustainable fashion consumption. This study helps enterprises select target markets in China and formulate sustainable fashion marketing strategies and targeted advertising. This study contributes to increasing consumer awareness of sustainable fashion, as well as providing reference and reflective value when consumers purchase sustainable fashion products. Finally, this study will help promote the development process of sustainable fashion in Chinese society, make contributions to reducing the waste of social resources, promoting the recycling of resources, and improving social conditions, and put forward specific solutions and feasible suggestions for the development of sustainable fashion in Chinese society.

This study investigates the willingness of Indonesian consumers, particularly in West Java, to pay for green products by applying and expanding the Theory of Planned Behavior (TPB). It examines how perceived green product value and willingness to pay premiums influence consumer intentions and behavior toward green purchases. The research highlights the gap between consumers’ willingness to pay for environmentally friendly products and the actual sales of such products. By incorporating perceived value and willingness to pay into the TPB framework, the study aims to find what factors that can address the gap particularly in a developing country context to contribute to shaping a pro-environmental socio-cultural community in Indonesia and mitigates country’s significant environmental challenges. In the context of 251 young consumers in Indonesia, this study finds that subjective norms do not significantly influence purchase intentions. However, attitudes and behavioral controls do effectively encourage green behavior, suggesting that societal norms for green behavior may not be fully established. In addition, while willingness to pay a premium and perceived value of green purchases can influence green behavior, consumers are generally reluctant to pay higher prices for environmentally friendly products.

This research explores the factors influencing consumers’ intentions and behaviors toward purchasing green products in two culturally and economically distinct countries, Saudi Arabia and Pakistan. Drawing on Ajzen’s Theory of Planned Behavior (TPB), the study examines the roles of altruistic and egoistic motivations, alongside environmental knowledge, in shaping green consumer behavior. Altruistic motivation, driven by concern for societal well-being and environmental sustainability, is found to have a stronger impact on green purchase intention and behavior in both countries, particularly in Pakistan. Egoistic motivation, which focuses on personal benefits like health and cost savings, also contributes but with a lesser influence. The research employs a cross-sectional survey design, collecting data from 1000 respondents (500 from each country) using a stratified random sampling technique. The collected data were analyzed using structural equation modeling (SEM) to examine the relationships between variables and test the moderating effects of environmental knowledge. The results reveal that environmental knowledge significantly moderates the effect of both altruistic and egoistic motivations on green purchase intention, enhancing the likelihood of eco-friendly consumption. These findings underscore the importance of environmental education in promoting sustainable consumer behavior. The originality of this study lies in its comparative analysis of green consumerism in two distinct contexts and its exploration of motivational factors through the TPB framework. Practical implications suggest that policymakers and marketers can develop strategies that appeal to both altruistic and egoistic drivers while enhancing consumer knowledge of environmental issues. The study contributes to the literature by expanding TPB to include the moderating role of environmental knowledge in understanding green consumption behavior across diverse cultures.

In this research, we explore the psychological factors that SMB owners who are micro-entrepreneurs and use SNS for entrepreneurial purposes rely on to make their self-employment decisions. Research-based on a merger of the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB) deals with how perceived ease of use (PEU), perceived usefulness (PU), attitude, subjective norms (SN), perceived behavioral control (PBC), openness to experience (OTE), and dominance contribute to people’s behavioural intention (BI) to use SNS for Data was collected from 342 SMB micro-entrepreneurs in the Delhi/NCR region of India by the means of a standardized questionnaire. Employing PLS-SEM, a partial least squares structural equation modeling was used to analyze the data. The results point out an impact of PU, attitude, and behavioral intention, and unappealing presentations, unacceptance of an explanation, unclear mechanisms, and domination do not make any difference. The research emphasizes how technophobe’s attitude, and the perception of effectiveness would impact micro-entrepreneurs desire to avail SNS for entrepreneurship efforts. Moreover, research shows the psychological understanding based on the SNS adoption by the small business owners, micro-entrepreneurs as well as for the practitioners and policymakers who are working to enhance the capability of the SMB. More investigations should be conducted on the other personality traits and cover more nations as demographic dividends in comparison to acquire more inclusive data.

This research addresses environmental, ethical, and health concerns related to high meat consumption, and aims to identify key predictors that encourage a shift towards sustainable diets among young adults. A cross-sectional survey involving 340 students from ten Malaysian universities was conducted using a structured questionnaire. The findings indicate that attitudes, subjective norms, perceived behavioral control, and personal norms significantly predict the intention to adopt plant-based diets. These results have practical implications, suggesting that policymakers, educators, and health professionals should create supportive environments and educational programs that emphasize the benefits of plant-based diets and equip students with the necessary knowledge and skills. Theoretically, the study reinforces the TPB framework’s applicability in understanding dietary behaviors and underscores the importance of personal and social factors in shaping dietary intentions. Ultimately, promoting plant-based diets among university students necessitates a comprehensive approach and strategy addressing attitudes, social norms, perceived control, and personal values. By leveraging these insights, stakeholders can foster sustainable and healthy eating practices among young adults, contributing to broader environmental and public health objectives for sustainable development.

The United Nations General Assembly declared 2023 the “International Year of Millets” in order to promote millet cultivation, consumption, and conservation. Millets play an important role in food security, livelihoods, and biodiversity. Despite its numerous benefits, millet cultivation and consumption in Uttarakhand have declined due to a variety of constraints. This paper examines the effects of regiocentrism and materialism on intention towards Uttarakhand’s regional food products (millets). It employs PLS-SEM to investigate relationships between latent variables and generate results on a sample of 460 participants. This study elucidates the intricate interplay between materialism, regiocentrism, and intention towards regional food products in the Himalayan region, enriching the theory of planned behavior (TPB) with a nuanced understanding of personal values and regional identity. It reveals materialism’s positive association with attitudes towards regional food products, suggesting materialistic individuals may view these products as status symbols, thus affecting behavioral intentions. Additionally, the research highlights regiocentrism’s dual influence—enhancing attitudes yet deterring purchase intentions—underscoring the complexity of regional pride in consumer decision-making. These findings advance TPB by integrating broader value systems and cultural context, offering significant theoretical and practical insights for promoting sustainable consumption patterns.