Developing a Model to Measure the Impact of Generativity and Biospheric Values on Consumer Purchase Intention Leading to Sustainable Consumption Behaviour

Abstract: The rapid pace of economic growth has spurred a concerning trend of excessive consumption of our environmental resources. This has triggered a pivotal shift in consumer behaviour, wherein individuals increasingly seek out behavioural sustainability features when purchasing various products. This study explores the factors motivating consumers to opt for green products. Key facets explored include Biospheric values, Generativity, Attitude, subjective Norms, Perceived behaviour, purchase intent, and Sustainable food consumption behaviour. Drawing upon the Theory of Planned Behaviour as its theoretical framework, this research collected and analysed 400 questionnaires using the smart PLS-SEM methodology. The study finds that all the factors identified, significantly impact consumers' decisions to purchase organic food products. The study presents results, discusses theoretical and managerial implications, considers their limitations and consequences, and opens novel insights for further research in sustainable food consumption. Keywords: Biospheric values, Generativity, Theory of planned behaviour, Purchase intention, Sustainable food consumption