Document Type : Original Article
Authors
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1. Ph.D. candidate of Business Management - Marketing Management, Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran
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2. Karim Hamdi, Professor, , Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran
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3. Hossein Vazifehdust, Professor, , Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran
10.22034/cbsj.2026.145236.2923
Abstract
This study examines the attitude–behavior gap in sustainable consumption among Iranian consumers and explains why favorable sustainability attitudes do not consistently translate into sustainable actions. Data were collected from 392 consumers and analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that environmental awareness and responsible social values positively and significantly predict sustainable consumption behavior. In contrast, future concern shows a significant negative association with sustainable consumption, suggesting that concern may translate into inaction when enabling conditions are lacking. Sustainable consumption behavior is found to be more strongly reflected in resource optimization and, to a lesser extent, in green product choice. Regarding the enactment of green choices, household economic status and access to sustainable options demonstrate significant effects, whereas green product price is not found to be significant. Overall, narrowing the attitude–behavior gap in Iran requires combining awareness- and value-oriented interventions with structural measures that improve affordability and access.
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