Review Summary: Antecedents of Continuous Purchase Behavior for Sustainable Products

Published in the Journal of Consumer Behaviour, 2025 by Purva Agarwal et al.

Overview

This comprehensive review by Agarwal and colleagues addresses the critical challenge of fostering continuous purchase behavior for sustainable products amid a global push for sustainable consumption. Despite growing environmental and social awareness, the persistence of a significant attitude–behavior gap limits ongoing commitment to sustainable purchasing.

Key Insights and Contributions

• Focus on Post-Purchase Behavior: Unlike many studies fixated on initial purchase decisions, this research delves into how consumer attitudes are formed, maintained, and translated into repeated purchases of sustainable products over time.
• Integrated Theoretical Framework: The study synthesizes multiple established behavioral theories — including the Theory of Planned Behavior, Rosenberg’s Attitude Model, the Value–Attitude–Behavior Model, and the Means-End Model — into a unified conceptual framework tailored to explain continuous sustainable purchasing.
• Role of Perceived Values and Product Instrumentality: Central to the model are concepts of perceived value, product instrumentality (the usefulness of the product in fulfilling consumer goals), and value importance, which collectively influence long-term attitude formation and behavioral loyalty.
• Dynamic Consumer Motivations: Continuous purchasing depends on aligning sustainable products with the evolving motivations and goals of consumers, highlighting the importance of adaptive marketing strategies.

Practical Implications

• For Marketers: Strategies should enhance perceived consumer value of sustainable products by addressing long-term consumer aspirations and functional needs to secure repeat purchases and brand loyalty.
• For Policymakers: Interventions informed by behavioral insights can be designed to promote sustained engagement with sustainable products, beyond one-time adoption.

Significance

This study fills critical gaps in sustainability consumption literature by:

• Bridging theory to include continuous purchase dynamics
• Offering a robust, integrated lens to understand post-purchase loyalty toward sustainable goods
• Advancing sustainable consumption patterns essential for broader environmental and social goals

Access and Further Research

The full article is available through Wiley Online Library [DOI:10.1002/cb.2487]. Data supporting the study’s findings are accessible upon reasonable request from the corresponding author.

By illuminating the complexities behind continuous sustainable purchasing, this research provides valuable guidance for fostering sustained consumer engagement and advancing global sustainability initiatives.

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