Antecedents of Continuous Purchase Behavior for Sustainable Products: An Integrated Conceptual Framework and Review

Authors: Purva Agarwal, Divesh Kumar, Rajesh Katiyar
Published in: Journal of Consumer Behaviour, Volume 24, Issue 4 (March 30, 2025)
DOI: 10.1002/cb.2487

Overview

This comprehensive review by Agarwal et al. (2025) explores the critical factors influencing continuous purchase behavior of sustainable products. Recognizing the global significance of sustainable consumption, the study addresses the persistent attitude–behavior gap preventing consumers from maintaining environmentally and socially responsible purchasing habits. The authors propose an integrated conceptual framework combining multiple theoretical perspectives to better understand and promote ongoing consumer commitment to sustainable products.

Key Highlights

1. Attitude–Behavior Gap in Sustainable Consumption

Despite rising environmental awareness, many consumers fail to consistently buy sustainable products after initial purchases. This research zeroes in on the post-purchase phase, a relatively underexplored area critical for sustaining consumer loyalty and behavior.

2. Integrated Theoretical Framework

Drawing on several foundational theories, the study synthesizes:

• Theory of Planned Behavior (Ajzen, 1991)
• Rosenberg’s Attitude Model
• Value–Attitude–Behavior Model
• Means-End Model

The integration emphasizes the dynamic relationship between perceived product values, instrumentality, and the importance of those values in forming lasting attitudes and repeat purchase decisions.

3. Proposed Conceptual Model

The framework highlights how:

• Consumers’ evolving motivations and goals influence their perception of sustainable products.
• Aligning product attributes with these long-term consumer values fosters stronger loyalty.
• Continuous reinforcement of perceived product instrumentality enhances repurchase intentions.

4. Practical Implications

• For Marketers:
  Emphasize augmentation of perceived consumer value by aligning product benefits with shifting consumer priorities, sustaining engagement beyond the initial purchase.

• For Policymakers:
  Create interventions informed by behavioral insights to support long-term sustainable buying habits within populations.

Contributions to Literature and Practice

• Bridging Gaps: The study fills vital gaps in understanding the post-purchase determinants of continuous sustainable consumption, a phase often overlooked.
• Extending Models: It refines existing attitude and behavior models to reflect ongoing purchase dynamics specifically for sustainability-oriented products.
• Strategic Guidance: Offers robust evidence-based strategies to nurture ongoing consumer commitment, encouraging scalability of sustainability in markets.

Conclusion

Agarwal et al. (2025) present a nuanced, integrative model underscoring that continuous purchase behavior in sustainable consumption relies heavily on perceived values and how these align with consumers’ long-term goals. This work serves as a foundational reference for academics, marketers, and policymakers aiming to enhance sustainable consumption practices and contribute toward broader environmental and social sustainability targets.

Access the Full Article

For detailed insights and the full conceptual framework, visit Wiley Online Library: https://doi.org/10.1002/cb.2487

Note: The study is self-financed and authors declared no conflicts of interest.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.