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RETRACTED: Exploring the sustainable consumption behavior in emerging countries: The role of pro‐environmental self‐identity, attitude, and environmental protection emotion

Author

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  • Rambabu Lavuri
  • Umair Akram
  • Zubair Akram

Abstract

The paper examines the sustainable consumption behavior of two emerging countries, China and India. The conceptual framework incorporates egoistic value, social consumption motivation, altruistic values (stimulus factors), pro‐environmental self‐identity, attitude (mediators and organism factors), sustainable consumption behavior (response factor), and environmental protection emotion as a moderating factor, using stimulus‐organism‐response theory. We collected 658 original survey data from China (n = 337) and Indian (n = 321) customers via convenience and purposive sampling methods and analyzed the data with structural equation modeling. Intriguingly, the results show that (a) stimulus factors such as egoistic and altruistic values and social consumption motivation had a positive influence on pro‐environment self‐identity and attitude and sustainable consumption behavior in both countries, (b) pro‐environment self‐identity had a positive effect on the attitude of both countries' consumers (c) while mediation factors (pro‐environment self‐identity and attitude) had a significantly positive mediation relationship between stimulus and response factors, and (d) environmental protection emotion significantly moderated the relationship between stimulus, organism factors, and response factors of two countries. The study contributes to the current body of knowledge in sustainable marketing by examining the rapidly growing phenomenon of sustainable consumer behavior in two Asian countries.

Suggested Citation

  • Rambabu Lavuri & Umair Akram & Zubair Akram, 2023. "RETRACTED: Exploring the sustainable consumption behavior in emerging countries: The role of pro‐environmental self‐identity, attitude, and environmental protection emotion," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5174-5186, December.
    • Handle: RePEc:bla:bstrat:v:32:y:2023:i:8:p:5174-5186
    DOI: 10.1002/bse.3411
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    2. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. Kuo-Yan Wang & Jing Yu & Ka-Yin Chau & Jinchao Chen, 2025. "RETRACTED ARTICLE: Exploring Sustainability Dynamics in Chinese Folk Belief Consumer Behavior: A Quintuple Innovation Helix Approach," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 3350-3385, March.
    4. Bing Xu, 2025. "The driving effects of non-functional requirements and psychological ownership of the environment on consumers’ green apparel purchase intention," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-13, December.
    5. Li, Jun & Zhang, Ao & Wang, Chengyuan & Wang, Shanyong & Liang, Liang, 2025. "Switching behavior in the adoption of electric vehicle in China: Perspective of push–pull-mooring framework," Transportation Research Part A: Policy and Practice, Elsevier, vol. 192(C).

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