Analysis of the Complexities of the Attitude-Behaviour Relations: A Guide for Sustainable Consumption in Emerging Economies

Sustainability issues has become a global concern particularly in developing countries where attitude and behaviours towards the environment and climate are still largely apathetic. The development and alteration of attitude and behaviour have for years captured the interest of social psychologists. This is due to the fact that attempts to explain apparent patterns in human behavior gave rise to the concept of attitude. This review study’s objective is to analyse the complexities of the attitude-behaviour nexus in order to leverage the insights derived in the management of responsible consumption. The paper methodically delved into literature to investigate the concepts of sustainability, responsible consumption, and the tapestry of the relationship between attitude and behavior. consequently, a wide range of scholarly journals that were equally sourced from reputable database like, Web of Science, Google Scholar, Science Direct, and Scopus were heavily relied on for data and information. Though no data to declare, findings of the review nevertheless highlighted the complex nature of attitude and behaviours. Key theories which support these complexities are the classical and operant conditioning theories, cognitive dissonance theory; and social learning theory. The analysis also demonstrates how the connections between behavior and attitude might be applied in mitigating environmental challenges. Therefore, the report suggests using a psychological approach to promote responsible consumption.