COGNITION TO CONATION: AN ASSESSMENT OF SUSTAINABLE HEALTHCARE SERVICE ENGAGEMENT

Intertwined psychology aspects, cognition, affect, and conation influence the engagement in sustainable healthcare services (SHS) as the basis of consumer engagement in sustainable healthcare practices. According to the theoretical formulations of consumer behavior and psychology, to take a forgetting approach, the researchers analyze the interaction of cognition, affect, and conation in a cumulative manner to predict and explain sustainability engagement in the hospital service industry. Having obtained data on 320 sustainable healthcare service consumers under the criteria of a structured survey tool that measures cognition in terms of prior knowledge, affect in terms of emotion and value, and conation in terms of behavioral intention, Direct Analysis is contracted to assess directionality among the constructs and proved by Confirmatory Factor Analysis to assess the issue of dimensionality. Also, additional statistics were carried out to increase reliability, including calculation of reliability measures such as Cronbach’s alpha, Composite Reliability, Average Variance Extracted, discriminant validity test through the Fornell-Larcker Criterion test, Multi-Collinearity Test through VIF statistics, and normality test through Skewness-Kurtosis statistics to test univariate assumptions. Model Fit Measures such as CFI, TLI, RMSEA, and SRMR additionally confirms adequacy of proposed models. As tools for analysis, the study utilizes PLS-SEM-graphic software and the SPSS software. Findings indicate that cognition positively predicts affect showing β=0.46, p<0.001 probability levels, affect predicts conation showing β=0.42, p<0.001 probability levels, conation predicts sustainability engagement showing β=0.56, p<0.001 probability levels, thus implying that only cognition among the principles to influence sustainability undertaking is not enough unless accompanied by affect synergy.