A sustainable Retailer's journey to sustainable practices: Prioritizing the customer and the planet |
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| Institution: | 1. Department of Public Administration, University of Karachi, Pakistan;2. Department of Applied Social Sciences, Faculty of Organization and Management, Silesian University of Technology, 26 Roosevelt 26 Street, 41-800 Zabrze, Poland;3. Business School, Africa – Asia Centre of Sustainability Research, University of Aberdeen, UK;4. Faculty of Management, Prague University of Economics and Business, Czech Republic;5. Department of Marketing, College of Business Administration, Ajman University, P O Box 346, Ajman, United Arab Emirates;6. Leeds Trinity University, Leeds, UK;1. Univ. Grenoble Alpes, Grenoble INP*, CERAG, 38000, Grenoble, France;2. Institute of Engineering and Management Univ, Grenoble, Alpes, France;1. School of Business, Korea University, Anam-dong 5-1, Seongbuk-ku, Seoul, 02841, South Korea;2. College of Business, Hawaii Pacific University, 900 Fort Street Mall, Suite PL 600, Honolulu, HI, 96813, USA;3. PMI CO., LTD., 2F Seolin Bldg., 16, Gangnam-daero 91-gil, Seocho-gu, Seoul, 06530, South Korea;1. Institute for Economic Research, Hebei University of Economics and Business, Shijiazhuang 050061, China;2. College of Management and Economics, Tianjin University, Tianjin 300072, China;1. Swinburne University of Technology, Australia;2. Charles Sturt University, Australia;1. School of Economics & Management, Southwest Jiaotong University, Chengdu 610031, Sichuan, China;2. Antai College of Economics & Management, Shanghai Jiao Tong University, Shanghai 200052, China;1. School of Economics and Management, University of Science and Technology Beijing, Beijing, China;2. Copenhagen Center for Social Data Science, University of Copenhagen, Copenhagen, Denmark;3. Department of Management, Lanzhou University, China |
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| Abstract: | Rapidly increasing demand for eco-friendly products is evidence of consumers' intention to make responsible purchases. As a result, companies and retailers are increasingly pressured to reconsider their product lines and provide environmentally friendly products in order to satisfy their customers' demands. The current study aims to explore how sustainable retailers, sustainable product packaging, sustainable product availability, and lower price perception impact sustainable behavioral intention towards (SBI) sustainable consumption behavior (SCB). A survey in the form of a self-administered questionnaire was used to get information from millennials for this study. Smart Partial Least Square (SEM) was employed to analyze the data. This study's sample was obtained using judgmental sampling, resulting in 297 valid responses. The results indicate that millennials are progressively adopting environmentally responsible consumption practices. The study found that sustainable retailers, sustainable product packaging, availability, and lower pricing perception contribute to sustainable behavior intentions. The findings indicate that promoting ecological practices and environmentally conscious consumers can assist developing nations in attaining sustainability and ecological stability. |
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| Keywords: | Sustainable retailers Product packaging Price perception Product availability Sustainable consumption behavior |
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