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<p>The excessive use and mismanagement of environmental resources have led to the rapid depletion of natural ecosystems, highlighting the urgent need for sustainable consumption practices. In response to increasing environmental concerns and global initiatives such as SDG 12, sustainable consumption behavior has become an important area of research. This study examines how sustainable consumption behavior influences purchase intention in the Fast-Moving Consumer Goods (FMCG) sector using the Theory of Planned Behavior model. It also explores consumers’ perceptions of corporate social responsibility initiatives undertaken by FMCG companies. The study adopted a cross-sectional research design, collecting data from respondents at a single point in time. Data were gathered through a self-administered questionnaire over three months, across Karnataka state. A non-proportional sampling method was used to allocate 133–134 questionnaires per taluk, and purposive sampling was adopted to select respondents. The questionnaire consisted of two sections: demographic details and items related to the conceptual model measured on a five-point Likert scale. The instrument was developed using previously validated scales, translated into Kannada, and back translated into English by a bilingual expert to ensure accuracy. The findings offer insights that can assist policymakers and businesses in promoting environmentally responsible consumption practices.</p>

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Corporate social responsibility and sustainable consumption behavior influencing consumer purchase intensions in FMCG sector

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年8月2日

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  • Swapna J. Shetty,
  • Ankitha Shetty,
  • Molly Sanjay Chaudhuri,
  • Sanjana Carol

摘要

The excessive use and mismanagement of environmental resources have led to the rapid depletion of natural ecosystems, highlighting the urgent need for sustainable consumption practices. In response to increasing environmental concerns and global initiatives such as SDG 12, sustainable consumption behavior has become an important area of research. This study examines how sustainable consumption behavior influences purchase intention in the Fast-Moving Consumer Goods (FMCG) sector using the Theory of Planned Behavior model. It also explores consumers’ perceptions of corporate social responsibility initiatives undertaken by FMCG companies. The study adopted a cross-sectional research design, collecting data from respondents at a single point in time. Data were gathered through a self-administered questionnaire over three months, across Karnataka state. A non-proportional sampling method was used to allocate 133–134 questionnaires per taluk, and purposive sampling was adopted to select respondents. The questionnaire consisted of two sections: demographic details and items related to the conceptual model measured on a five-point Likert scale. The instrument was developed using previously validated scales, translated into Kannada, and back translated into English by a bilingual expert to ensure accuracy. The findings offer insights that can assist policymakers and businesses in promoting environmentally responsible consumption practices.