THE RELATIONSHIP BETWEEN ENVIRONMENTAL CONCERN AND SUSTAINABLE CONSUMPTION INTENTION AMONG FOOD DELIVERY CONSUMERS
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Abstract
The aim of this paper is to examine the relationships among environmental concern, sustainable consumption intention, and price sensitivity, grounded in the Value-Belief-Norm Theory. There are two research questions. First, does environmental concern influence consumers’ intention for sustainable consumption? Second, does price sensitivity affect the relationship between consumers’ environmental concern and their sustainable consumption intention? A total of 683 responses were collected through a third-party online questionnaire distribution platform using a random sampling method and analyzed by Partial Least Squares Structural Equation Modeling (PLS-SEM). The independent variables were egoistic, altruistic, and biospheric environmental concerns. Sustainable consumption was the dependent variable and price sensitivity was set as a moderating variable. The findings reveal that egoistic and altruistic environmental concerns significantly impact consumers’ sustainable consumption intentions. This research contributes critical insights for the understanding and promotion of sustainable consumption behavior, emphasizing the need to consider consumers’ values and economic circumstances. By highlighting the significant influence of both egoistic and altruistic environmental concerns and the complex role of price sensitivity in sustainable consumption decisions, the study emphasizes the importance of integrating psychological and economic factors in formulating effective environmental policies and market strategies.
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