Beyond Sustainability Knowledge: How Awareness Drives Sustainable Actions

Abstract Encouraging sustainable consumption behavior requires more than just knowledge of environmental and social issues. This study investigates the relationships between knowledge of consumption impacts and sustainable behavior, focusing on the mediating role of sustainability awareness. Surveying 385 informed consumers, experienced in sustainability, structural equation modeling analysis was conducted. Results indicate interrelations between variables and highlight sustainability awareness as a mediator between environmental/social impact knowledge and sustainable behaviors. The findings underscore the necessity of awareness-raising initiatives to enhance understanding of the benefits of addressing environmental and social concerns. Ultimately, empirical evidence confirms that sustainability awareness drives sustainable consumption.