Towards Sustainable Consumption: The Influence of Contextual Factors on Consumers' Purchase Intentions for Biodegradable Plastic Products

ABSTRACT Biodegradable plastic products offer a promising approach to mitigating the environmental impacts of conventional plastics. This study integrates trust, attitude, and stimulus‐organism‐response theory to elucidate the influence of contextual factors (infrastructure, economic incentives, biodegradable labels, and publicity and education) on consumers' trust, attitude, and purchase intentions (PI). Partial least squares structural equation modeling and necessary conditions analysis were employed for analysis. The results indicate that infrastructure and economic incentives positively influence PI through the dual mediation of trust and attitude. Biodegradable labels and publicity and education only positively influenced PI via trust. Additionally, all contextual factors were necessary conditions for attitude and trust. Attitude and trust are necessary conditions for PI. This study advances sustainable consumption research by illustrating how contextual factors interact with consumers' internal states to trigger sustainable transitions, and offers practical insights to prioritize critical contextual stimuli, enhance trust and attitudes, and contribute to sustainable consumption objectives.