Bridging the Gap: Understanding Attitudes and Behaviors in Sustainable Consumption

Abstract

Sustainable consumption plays a pivotal role in addressing global environmental challenges. Despite the 
widely recognized significance of sustainability, a notable disparity continues to exist between consumer attitudes and 
actual behaviors in this regard. This study synthesizes the current literature to explore the complex dynamics of the 
attitude-behavior gap in sustainable consumption. Drawing on established frameworks, such as the Theory of Planned 
Behavior and the Value-Belief-Norm Theory, this study examines the cognitive, emotional, and behavioral factors 
influencing consumer decision-making. It reviews empirical evidence on psychological barriers, socioeconomic 
influences, and the impact of marketing strategies on sustainable choices. Additionally, this study analyzes the role of 
social norms, peer interactions, media influence, and cultural contexts in shaping consumer behaviors towards 
sustainability. Recommendations for future research and policy highlight the need for interdisciplinary collaboration, 
robust regulatory frameworks, and innovative technologies to globally promote sustainable consumption practices. 
Addressing these challenges is crucial for bridging this gap and advancing towards a more sustainable future.