Consumers in responsible consumption: what leads to sustainable behavior?

Purpose This study aims to explore the dimensions of value-based planned consumption (VBPC) by integrating the theory of planned behavior and consumption values theory, while examining how environmental awareness, prosocial altruism and responsible consumption contribute to the formation of sustainable behavior. Design/methodology/approach The research was conducted in a sequential, multistage design. A comprehensive literature review, focus group discussions (FGDs) and expert judgments were employed to develop the VBPC construct. A quantitative approach utilizing a descriptive verification method was applied, drawing on data from 432 respondents selected through purposive sampling. Data analysis included exploratory factor analysis (EFA) to identify the factors influencing VBPC, followed by confirmatory factor analysis (CFA) to validate factor stability. The structural model was tested using partial least squares (PLS) via WarpPLS. Findings The combined EFA and CFA results revealed that VBPC encompasses three dimensions that significantly enhance the structural model. Subsequent PLS modeling demonstrated that VBPC, environmental consciousness and prosocial altruism have substantial effects on responsible consumption, which acts as a critical driver of sustainable behavior. Research limitations/implications There is a need for further validation of the VBPC construct across more diverse analytical units and contexts, as well as the focus on urban consumers in Indonesia, where consumption patterns differ from other regions. Practical implications Theoretically, this study fills a research gap by deepening the understanding of the relationship between attitudes and sustainable consumption. Practically, it offers actionable insights for stakeholders, including policymakers and business leaders, to promote responsible consumption practices that support the achievement of sustainable development goals (SDGs). Social implications The study offers actionable insights for stakeholders, including policymakers and business leaders, to promote responsible consumption practices that support the achievement of SDGs. Originality/value The originality of this study lies in the development of the VBPC construct, which provides a novel framework for measuring sustainable consumption, particularly in the context of a developing country like Indonesia.