The impact of environmental knowledge on sustainable consumption behaviors: The moderating role of environmental awareness

Abstract

Purpose – This study investigates the influence of environmental knowledge (EK) on consumers’ engagement in sustainable consumption behaviors (SCB) by promoting their perceived environmental responsibility (PER) and private sphere pro-environmental behaviors (PEB). Additionally, the moderating role of environmental awareness (EA) in the relationship between EK and perceived environmental responsibility (PER), sustainable consumption behaviors (SCB), and private sphere pro-environmental behaviors (PEB) is also examined. Design/methodology/approach – This study employs an empirical survey-based quantitative approach. The data were provided by 491 Vietnamese young and educated people (Generation Z), aged from 18-30. The data was later analyzed by Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings – The findings revealed that EK indirectly influences SCB through the promotion of (PER and private sphere PEB. Nevertheless, the direct relationship between EK and SCB was insignificant. Furthermore, the results depicted that of EA positively moderates on the correlation between EK and PER and private sphere PEB. However, EA does not have the same moderating effect on the link between EK and SCB. Practical implications – This study underscores the importance of providing enhanced educational courses and launching campaigns focusing on increasing environmental knowledge and awareness among young consumers, particularly Generation Z in Vietnam. Businesses can employ the insights of this study to develop marketing campaigns that educate consumers about the necessity of sustainable consumption behaviors adoption by triggering their sense of environmental responsibility. Policymakers may support sustainable education implementation and create incentives for environmentally friendly behaviors. By implementing these practical implications, stakeholders can effectively promote sustainable consumption behaviors and contribute to a more environmentally responsible society.