Consumer hope and sustainable consumption: Integrating structural and configurational insights

Despite increasing consumer demand for sustainable products, actual consumption remains low; this indicates that other factors are at play between consumers' perceptions and their behaviours. This research aims to bridge this gap by examining the role of consumer hope in driving sustainable consumption practices. Specifically, the current study investigates how green self-identity, perceived natural content, and perceived greenwashing affect sustainable consumption through consumer hope. We collected data from consumers of sustainable products, and analysed it with structural equation modelling and Fuzzy-set Qualitative Comparative Analysis. Broadly, the results from the structural equation modelling show that green self-identity and perceived natural content positively influence consumer hope, which in turn promotes sustainable consumption behaviours. Additionally, environmental knowledge and consumer goal attainment further reinforce sustainable consumption. Conversely, perceived greenwashing negatively impacts consumer hope, thus discouraging sustainable consumption. The results from the Fuzzy-set Qualitative Comparative Analysis yield that there are four distinct consumer groups, including environmentally apathetic, self-conscious, eco-conscious, and pro-environmental. This study recommends that managers incorporate consumer hope into marketing communication to promote sustainable products. The key contribution of this research to sustainable marketing lies in examining the concept of consumer hope and its role in encouraging sustainable consumption. This study is possibly among the first to investigate how consumers' cognitive and affective factors, including hope, influence their sustainable behaviours.