Using the theory of planned behavior to predict sustainable consumption behavior among Filipinos: A structural equation modeling approach

Businesses and stakeholders took note of the adverse effects on the environment and this forced companies to be more innovative in updating their business operations to cater to sustainability. Therefore, this research study looks into the theory of planned behavior in predicting the sustainable consumption behavior among Filipinos. The research design utilized in this study was mainly quantitative with a causal-comparative and correlational approach. Data collection was conducted through various Facebook Groups and the convenience sampling method. In order to predict Filipino consumers’ sustainable consumption behavior, the proponents used structural equation modeling, multiple regression, and partial least squares path modeling to also identify the relationships between the variables. The results of the study identified that attitude, subjective norms, and perceived behavioral control is a significant predictor of purchase intention and has an indirect relationship with sustainable consumption behavior. Furthermore, it was also seen that both perceived behavioral control and purchase intention have a significant positive relationship with consumers’ sustainable consumption behavior. With these results, businesses should continue to maintain their efforts to build their culture of environmental sustainability. This includes improving how they market their products, help increase the awareness of consumers, and influence consumers to improve their consumption behavior