Understanding the psychosocial foundations of sustainable consumption: a dual-theoretical approach using goal framing and reasoned action

Purpose In recent years, there has been a growing trend to understand individuals’ purchase intentions and responsible consumption habits within the framework of the sustainable development goals. However, research on the psychosocial antecedents of sustainable purchase intentions and consumption behaviors remains insufficient. Based on goal-framing theory and the theory of reasoned action, this study aims to examine the effects of hedonic and gain goals, personal attitudes and subjective norms on sustainable purchase intentions and behaviors. Design/methodology/approach Data were collected from 564 consumers across Türkiye via a survey and analyzed using Smart PLS 4 and structural equation modeling. Findings Hedonic goals, personal attitudes and subjective norms positively influence sustainable consumption intentions. Additionally, gain goals positively impact personal attitudes and subjective norms but do not directly affect sustainable consumption intentions. Personal attitudes and subjective norms strongly influence sustainable consumption intentions, and these intentions, in turn, guide sustainable consumption behaviors. Finally, mediation analyses confirm that hedonic and gain goals indirectly influence sustainable consumption intentions through personal attitudes and subjective norms. Originality/value This study contributes to the literature by integrating goal-framing theory and the theory of reasoned action to explore psychosocial antecedents of sustainable consumption. It uniquely highlights the indirect effects of hedonic and gain goals on sustainable consumption intentions via personal attitudes and subjective norms.