Impact of Demographic and Psychological Variables on Sustainable Consumption Behavior in Khyber Pakhtunkhwa

https://doi.org/10.5281/zenodo.18072867

Abstract

This study empirically investigated the effects of demographic and psychological variables on sustainable consumption behavior in Khyber Pakhtunkhwa. Cross-sectional research design was used in this study A well-structured questionnaire and a multistage sampling approach were used to collect the data, while the sample size was determined following the Krejcie and Morgan method. Partial Least Square Structural Equation Modelling was used to estimate the effects of demographic and psychological variables on sustainable consumption behavior. The findings of the study show that all independent variables of the study, except gender, have statistically significant effects on sustainable consumption behavior. The coefficients of age, education, income, Perceived behavioral Control and Perceived Environmental Responsibility are positive, which means that increase in age, education level, income, Perceived behavioral control and perceived environmental responsibility make consumers more sustainable in consumption. The positive coefficient of gender demonstrates that female consumers are more sustainable in consumption than male consumers, however the difference between male and female in sustainable consumption are statistically insignificant. The coefficient of employment status is negative which means that employed consumers are more sustainable in consumption than the unemployed consumers. Finally, this study put forward some valuable recommendations for stimulating sustainable consumption behavior to policy makers and businesses.