A Study of Anxiety Levels Among University Students in Relation to Sustainable Consumption Awareness

It is well-established that future anxiety exerts an effect on the consumption behaviour of individuals. This concern is theorised to direct consumers towards sustainable consumption awareness. In order for consumption to be sustainable, it is imperative to increase social awareness. The present study investigates the effect of future anxiety and sustainable consumption awareness of undergraduate students studying at the university on the intention to purchase sustainable products. Thus, this study investigates the effect of future anxiety and sustainable consumption awareness of undergraduate students studying at the university on the intention to purchase sustainable products. To this end, a sample group of 218 university students was surveyed online. Structural Equation Modelling (SEM) was performed using the IBM SPSS 27 statistical programme and its add-on AMOS 24 programme. The results of the study revealed no positive relationship between future anxiety and sustainable environmental consumption awareness, nor between future anxiety and intention to purchase sustainable products. However, a positive relationship was identified between future anxiety and sustainable environmental consumption awareness. Furthermore, sustainable environmental consumption awareness has been found to be positively associated with both sustainable economic consumption awareness and sustainable purchase intention. Additionally, sustainable product purchase intention has been demonstrated to be positively linked with sustainable economic consumption awareness.