Antecedents of Continuous Purchase Behavior for Sustainable Products: Integrated Framework & Review

Authors: Purva Agarwal, Divesh Kumar, Rajesh Katiyar
Published: March 30, 2025
Journal: Journal of Consumer Behaviour, Wiley Online Library
DOI: 10.1002/cb.2487

Overview

This review from 2025 attacks a key issue. Consumers notice social and environmental problems. They also know sustainable practices help. Yet, they do not buy sustainable products each time. The work shows a gap. It connects attitudes with behavior in clear steps.

Key Contributions

• Integrated Conceptual Framework:
  The study links theories in a tight net. It draws on:

  • Theory of Planned Behavior (Ajzen, 1991)
  • Rosenberg's Attitude Model
  • Value–Attitude–Behavior Model
  • Means-End Model
    The authors join these ideas. They show how views about sustainable products grow, adapt, and lead to repeat buys.

• Focus on Post-Purchase Phase:
  Many studies look at the moment before a purchase. This work looks after the purchase. It shows how attitudes stick and lead to more purchases.

• Core Constructs Highlighted:
  The framework flags three main links:

  • Perceived Values: Consumers see clear benefits.
  • Perceived Product Instrumentality: Products help meet personal goals.
  • Value Importance: Consumers hold strong green values.
    These links work together. They keep good attitudes alive and drive behavior.

• Consumer Motivation Alignment:
  The work finds that buying sustainably often happens when products match a consumer’s changing aims. Each step is close and clear.

Practical Implications

• For Marketers:
  They should boost the perceived value and instrumentality of green products. Clear, simple messages that echo long-term goals can help. This builds loyalty and repeat buying.

• For Policymakers:
  The study helps shape smart policies. It gives clues on how to encourage repeat green buying with education, rewards, and clear messages.

Theoretical and Research Contributions

• The work fills gaps in our search for how repeat green buying happens.
• It stretches current behavior models to cover long-term habits.
• It opens paths for future work on steady sustainable buying in new settings.

Conclusion

The integrated framework by Agarwal et al. brings new light to what makes consumers buy green products again and again. The study shows that when attitudes match a consumer’s core values, good choices last. This work builds a strong base to support a move toward steady sustainable buying. This is key for facing global social and environmental challenges.

Access Full Article: Wiley Online Library
Contact Author: purva31agarwal@gmail.com

This summary aids sustainable product marketers, researchers, and policymakers. It helps them enhance impact in organic and sustainable consumer markets.

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.