Authors: Anindito Bhattacharya, Ishita Deb, Samarpita Roy
Abstract: This study examines the factors influencing responsible consumption behaviour and its impact on consumer well-being among consumers, with a particular focus on young individuals. Grounded in the Value-Belief-Norm (VBN) Theory and the Theory of Planned Behaviour (TPB), the research investigates the influence of resource sharing, business transparency, and consumption attitude on responsible consumption behaviour. A quantitative research design adopted, and primary data collected from 210 respondents through a structured questionnaire using a five-point Likert scale. Some of the statistical tools used in the study include reliability analysis, descriptive statistics, correlation analysis, and regression analysis. The findings reveal that resource sharing, business transparency, and consumption attitude significantly and positively influence responsible consumption behaviour, with resource sharing emerging as the strongest predictor. Furthermore, responsible consumption behaviour found to have a strong positive impact on consumer well-being, indicating that sustainable consumption practices contribute to higher satisfaction, fulfilment, and quality of life. The study highlights the growing shift among consumers toward sustainable and mindful consumption and emphasizes the importance of promoting responsible consumption through transparent business practices, collaborative consumption models, and positive consumption attitudes. The findings offer valuable insights for businesses, policymakers, and researchers seeking to encourage sustainable consumption and enhance consumer well-being.
DOI: http://doi.org/10.5281/zenodo.20793727
