Unraveling Sustainable Consumption Patterns: Insights From The Filipino Consumer Landscape

Abstract

In this study aimed at unraveling the nuanced attitudes of Filipino consumers towards sustainable consumption, we reached out to a diverse group of 452 individuals. Utilizing the Partial Least Squares Path Modeling (PLS-PM), we assessed the interrelationship among Perceived Behavioral Control toward Sustainable Behavior (PBCSB), Subjective Norms toward Sustainable Behavior (SNOSB), Attitude toward Sustainable Behavior (ATSB), Personal Involvement (PI), and Sustainable Consumption Behavior (SCB). The resultant data painted a largely optimistic picture: participants expressed a noteworthy approval of sustainable practices, averaging a rating of 5.14 out of 7. A significant observation was their affinity towards businesses that champion environmental values and their keenness to endorse sustainable products. Interestingly, the sway of peers and an individual's own belief in their ability were pivotal in shaping these eco-friendly purchase intentions. While this research offers a richer understanding of the Filipino consumer mindset, it's imperative to acknowledge its limitations, such as potential sampling biases and certain unexplored factors. Yet, these findings remain instrumental for businesses seeking to sync with Filipino consumers' evolving sustainable consumption patterns.