Antecedents of Continuous Purchase Behavior for Sustainable Products: Key Insights from Agarwal et al. (2025)

Overview

Agarwal, Kumar, and Katiyar (2025) report a study in the Journal of Consumer Behaviour. Their work asks how consumers keep buying sustainable products. They note that many show a green attitude but then do not repeat their purchase. The study zooms in on what happens after the first buy. It links later satisfaction to long-term loyalty.

The Attitude–Behavior Gap in Sustainable Consumption

Many consumers say they like sustainable products. Yet these good views do not always bring repeat buys. The study finds that the post-purchase phase holds the key. It shows that attitudes change and settle over time. This simple link helps explain ongoing buying decisions.

Integrated Theoretical Framework

The authors merge ideas from different theories. They build a clear model with simple, linked ideas. These theories include:

• Theory of Planned Behavior (Ajzen, 1991): Intentions, signals from norms, and control help form behavior.
• Rosenberg's Attitude Model: Core parts build our attitudes.
• Value–Attitude–Behavior Model: Basic values form our views and actions.
• Means-End Model: Product traits connect to our goals.

Their model rests on three main ideas:

1. Perceived Values: Consumers see real benefits in sustainable products.
2. Perceived Product Instrumentality: Buyers feel the product meets their needs.
3. Value Importance: Buyers rank sustainability as a key value.

Key Findings

Consumers change their views over time. They grow in their needs and goals for sustainability. When products match these core values, repeat buying follows. Post-purchase, clear satisfaction and a sense of product fit help sustain a positive view. Long-term buy decisions form when buyers see clear, lasting value.

Practical Implications for Marketers and Policymakers

Marketers must boost product value and fit with lifestyles. They should share clear facts about long-term gains and environmental impact. Policymakers can design choices that support repeat sustainable buys. They can offer incentives that match buyer values and run campaigns that keep post-purchase satisfaction high.

Contribution to Sustainable Consumer Behavior Literature

This study closes a known gap by stressing what happens after the first purchase. It builds a clear, theory-driven model of continuous buying behavior. Future tests can use these links to build better strategies for long-term sustainable habits.

Reference:
Agarwal, P., Kumar, D., & Katiyar, R. (2025). Antecedents of Continuous Purchase Behavior for Sustainable Products: An Integrated Conceptual Framework and Review. Journal of Consumer Behaviour, 24(4), 1685-1710. https://doi.org/10.1002/cb.2487

This research gives clear steps for brands and advocates. Its simple links between ideas help guide ways to nurture regular, sustainable buying.

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