Sustainable healthcare: Unraveling the impact of positive perception on community healthcare choices

Sustainability has become a primary driver of business strategy and customer behavior. This study investigates the interrelationships among sustainability perception (SP), sustainability attitudes (SA), and sustainability choices (SC) to develop environmentally friendly decision making. Adopting a quantitative design, data were collected from a diverse group of 381 consumers through a structured questionnaire. Structural equation modeling (SEM) was applied to study the interrelation between SP, SA, and SC. The findings reveal a significant and positive relationship between SP and SA, indicating that individuals with higher perceptions and knowledge of sustainability prefer to have better attitudes toward sustainable behavior. Furthermore, the results also highlight SA as a key mediator between SP and SC, suggesting that perception alone is insufficient to drive behavioral change unless it is accompanied by a positive attitude. These findings underscore that increasing sustainability perceptions create favorable attitudes to translate sustainability perceptions into actionable choices. The study offers valuable insights for policymakers, educators, and business leaders by highlighting the need for targeted communication strategies and educational interventions that enhance public perception and attitudes toward sustainability. Future research is encouraged to explore the role of contextual factors in promoting sustainable behaviour, such as social norms, peer influence and regulatory approaches at the community level.