Abstract
Sustainable purchasing represents one of the most tangible manifestations of sustainable consumption. This study applies the Stimulus–Organism–Response (SOR) and Theory of Planned Behavior (TPB) frameworks to examine the moderating roles of perceived inconvenience and trust in the relationship between sustainable purchase intention and sustainable purchase behavior. It also investigates the moderating effect of perceived inconvenience on the relationships between contextual stimuli and organism factors (emotional value and social value). A quantitative research approach was employed to collect data from 398 consumers in Ho Chi Minh City and Da Nang, Vietnam, who had purchased sustainable products. The structural equation model was analyzed using SmartPLS 4. The results indicate that both individual and contextual factors positively influence emotional value and social value, which, in turn, enhance sustainable purchase intention and sustainable purchase behavior. Furthermore, the moderating effects of perceived inconvenience and trust are statistically supported. These findings provide business managers and marketers with deeper insights into consumers’ sustainable purchasing behavior and offer practical implications for promoting sustainable consumption.
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Article Type: Research Article
EUR J SUSTAIN DEV RES, Volume 11, Issue 1, 2027, Article No: em0444
https://doi.org/10.29333/ejosdr/19703
Publication date: 01 Jan 2027
Online publication date: 30 Oct 2026
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