Evaluating the drivers of sustainable behavioral intentions: An application and extension of the theory of planned behavior

Marketers have long recognized that, despite calls to protect the environment, we live in a disposable society, in which the adoption of sustainable initiatives is low. Taking a consumer’s perspective, this study uses an extension of the theory of planned behavior (TPB) to investigate the drivers of sustainable behavioral intentions using a cross-section of 511 Australians aged 18 years and older. Two models were tested, one using the 3 original TPB constructs and the other using the extended version of TPB, with the latter model justifying the inclusion of internal ethics and moral intensity. We encourage marketers to work together to encourage sustainable practices that have a long-term benefit to the planet and to increase consumers’ knowledge and appeal to their motivations, particularly their internal ethics.