Antecedents of Continuous Purchase Behavior for Sustainable Products: An Integrated Conceptual Framework and Review

ABSTRACT The global issue of sustainable consumption has raised interest in consumer behavior, especially regarding the continuous adoption and maintenance of sustainable consumption behaviors. Despite increasing awareness of environmental, social, and economic issues, a persistent attitude–behavior gap hinders the continuous adoption of sustainable consumption. This study addresses these gaps by systematically examining the post‐purchase phase of consumer behavior to understand how attitudes toward sustainable products are formed, maintained, and translated into continuous purchasing. Through a systematic literature review, this study synthesizes insights from various theoretical frameworks and develops an integrated model incorporating these theories, including the theory of planned behavior, Rosenberg's attitude model, the value–attitude–behavior model, and the means‐end model. A newly integrated conceptual framework has been proposed that highlights the roles of perceived values, perceived product instrumentality, and value importance in shaping and maintaining consumer attitudes and behaviors over the long term. Key findings emphasize the importance of aligning sustainable products with consumers' continuously changing motivations and goals to foster loyalty and continuous purchases of sustainable products. This study contributes to the literature by bridging theoretical gaps, exploring the dynamics of post‐purchase behavior, and extending existing models to account for continuous purchase behavior toward sustainable products. Practical implications for marketers include strategies to improve the value perceived by consumers of sustainable products and address their long‐term goals, while policymakers can design interventions that integrate behavioral insights. By advancing our understanding of sustainable consumption patterns, this study offers a foundation for encouraging continuous purchase behavior toward sustainable products and promoting broader sustainability objectives.