Empowering Sustainability: Examining the Psychological Benefits of Sustainable Consumption for Self‐Esteem Enhancement

ABSTRACT Sustainable consumption is increasingly recognized as vital for the environment and future generations. This study shifts the lens to explore the psychological benefits derived from sustainable consumption, reframing sustainable practices not merely as an ethical imperative but as a transformative avenue for personal growth and self‐affirmation. By examining the fulfillment of autonomy, competence, and relatedness, which are defined as basic psychological needs in self‐determination theory (SDT's three basic psychological needs), this research explored the mechanisms of consumers' sustainable practices and psychological well‐being. Utilizing structural equation modeling, data from 300 participants revealed that sustainable consumption significantly promotes autonomy, competence, and relatedness. Findings indicate that autonomy and competence are crucial mediators between sustainable consumption and self‐esteem. The results provide novel insights into how engaging in sustainable practices can enhance self‐esteem, fostering a virtuous cycle of ongoing commitment to sustainability. This research highlights a distinctive pathway to sustaining consumer commitment to sustainable development by prioritizing intrinsic motivations over external incentives.