Decoding sustainable consumption behavior: A systematic review of theories and models and provision of a guidance framework

Sustainable consumption behavior (SCB) has gained increasing importance in addressing global challenges such as climate change and resource depletion. This paper presents a systematic review of theories and models applied to understanding SCB. A total of 64 studies, published between 2012 and 2022, were analyzed, utilizing 14 theories, models and subjects to identify key drivers of SCB. Among the theories, the Theory of Planned Behavior (TPB) was the most frequently employed, with 29 studies, highlighting the influence of attitudes, subjective norms, and perceived behavioral control on sustainable consumption. Other prominent frameworks include Social Cognitive Theory (SCT), used in 5 studies, and the Value-Belief-Norm (VBN) Theory, applied in 4 studies. The review identified a trend toward expanding TPB to include factors such as altruism and environmental concern to better capture SCB's complexity. Moreover, models like the Diffusion of Innovation Theory (used in 4 studies) emphasize the role of innovation adoption in promoting sustainability. Key findings also suggest that while internal motivations (e.g., personal values, attitudes) strongly influence SCB, external factors like social norms and policy interventions also play a crucial role. A notable challenge is the gap between intention and actual behavior, with several studies emphasizing the need for multi-dimensional approaches that integrate psychological, social, and contextual factors. This review consolidates diverse approaches into a guiding framework for future SCB studies, emphasizing the importance of contextual nuances and interdisciplinary collaboration to foster sustainable consumer behaviors across various domains.