The role of anticonsumption, financial well-being, and consumer empowerment in sustainable consumption intention

This study examines how anticonsumption behaviors (voluntary simplicity, collaborative consumption, and debt-free living) affect sustainable consumption intention and financial well-being, with consumer empowerment (self-efficacy, self-controllability) as a moderator. Using Structural Equation Modeling with data from 718 Vietnamese consumers. The results show that voluntary simplicity and debt-free living enhance sustainable consumption intention, while collaborative consumption does not. Financial well-being also increases sustainable consumption intention. Notably, voluntary simplicity is negatively associated with financial well-being, a finding that runs counter to theoretical expectations and is discussed in detail. Consumer empowerment moderates several relationships, highlighting its role in strengthening links between these factors. The study contributes to the theoretical framework by providing in-depth insights into the consumption behavior of individuals with an anticonsumption lifestyle, as well as the role of financial well-being in achieving sustainable consumption goals.