Beyond Green Intentions: Drivers of Consumer Engagement in Sustainability

Abstract

Sustainability has become a key concern in contemporary consumer decision-making; however, a noticeable gap persists between consumers’ green intentions and their actual engagement in sustainable behaviours. This study examines the drivers of consumer engagement in sustainability and its influence on sustainable purchase behaviour in Erode District, Tamil Nadu. Using a descriptive research design, primary data were collected from 170 consumers through a structured questionnaire. The data were analysed using SPSS, employing reliability analysis, exploratory factor analysis, correlation, and multiple regression techniques. Exploratory factor analysis identified four key dimensions of perceived value economic, functional, emotional, and social value explaining a substantial proportion of variance. Reliability analysis confirmed strong internal consistency across all constructs. The results reveal that environmental concern is positively and significantly associated with consumer engagement in sustainability, and that consumer engagement significantly influences sustainable purchase behaviour, explaining 23.4 per cent of its variance. The findings highlight that moving consumers beyond green intentions requires strengthening perceived value and engagement mechanisms. The study offers valuable insights for marketers, policymakers, and sustainability advocates aiming to encourage active consumer participation in sustainable consumption practices.