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

Global worries about our planet grow. Consumers choose sustainable products with care. Agarwal et al. (2025) study how people keep buying green items. Their review connects ideas from many theories. The study shows how the post-purchase phase helps long-term choices.

Key Insights

1. The Attitude–Behavior Gap in Sustainable Consumption

Consumers show strong care for nature. They speak well of sustainability. Yet, their habits do not always match those words. This work shifts its focus. It looks at how good feelings change after buying. It shows that care must grow after the first purchase.

2. Integrated Theoretical Model

The authors join ideas from several theories. They build links between attitudes and choices. They use:

• Theory of Planned Behavior (Ajzen, 1991):
  This theory ties intentions to clear beliefs. It shows how control, norms, and attitudes link to buying.

• Rosenberg’s Attitude Model:
  It links feelings and beliefs. This model shows that a chain of thoughts guides behavior.

• Value–Attitude–Behavior Model:
  It connects deep values to everyday choices. Beliefs pass into actions.

• Means-End Model:
  Here, product features lead to personal benefits. This model forms a short chain from product to value.

3. Proposed Conceptual Framework Components

The model stands on three points:

• Perceived Values:
  Consumers judge benefits like green gains and social help. These values stick close to each purchase.

• Perceived Product Instrumentality:
  Every product helps meet a goal. This link grows as needs change.

• Value Importance:
  Consumers give weight to green ideas. Their priorities keep their attitudes alive.

The study shows that when a product meets a person’s goals, loyalty can grow.

Practical Implications

For Marketers

Marketers can stress long-term gains. They can build ads that show clear benefits. Short, direct messages work best. They must show that green products match daily goals.

For Policymakers

Policymakers can nudge positive choices. They can make steps to back long-term green buying. These steps focus on clear values and steady choices.

Contribution to Literature and Future Directions

This work fills gaps in past studies. It moves beyond first-time buying to how habits last. The model helps future tests of steady green buying. It calls for work that joins ideas from psychology, marketing, and sustainability.

Conclusion

Agarwal et al. (2025) show clear links that keep sustainable buying strong. They bridge the gap between green talk and green acts. The study makes short chains from personal values to repeated choices. It gives clear tips to grow green markets.

For readers interested in detailed ideas and model links, the full article is available on Wiley Online Library.

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