Young consumers' sustainable food choices: integrating SDT, TPB and VBN frameworks

Purpose This study aims to examine how environmental concern, autonomous motivation and socio-cognitive factors jointly shape young consumers' sustainable food consumption behaviour, with a specific focus on indigenous chicken. Drawing on self-determination theory (SDT), the theory of planned behaviour (TPB) and the value-belief-norm (VBN) theory, the study develops and tests an integrated framework to explain the formation of intentions and buying behaviour despite financial constraints. Design/methodology/approach Data were collected from 487 young consumers in Pakistan using a structured questionnaire. Partial least squares structural equation modelling (PLS-SEM) was employed using SmartPLS 4.0 to examine direct, mediating, moderating and multi-group effects. Findings The results show that environmental concern significantly enhances autonomous motivation, which in turn positively influences attitudes and perceived behavioural control. Attitude, subjective norms and perceived behavioural control significantly predict buying intention, which strongly translates into actual buying behaviour. Mediation analyses confirm the sequential pathways through which motivation and control mechanisms operate. Importantly, a higher price does not weaken the intention–behaviour relationship, indicating that perceived sustainability and quality benefits can offset financial constraints among young consumers. Originality/value This study advances the theories by integrating SDT, TPB and VBN into a unified framework for sustainable consumption. This integrated approach provides a richer explanation of indigenous chicken consumption and informs interventions that not only change attitudes but also cultivate autonomous motivation for long-term sustainable food practices.