Sustainable Consumer Behavior in the Social Exclusion Context: Impact on Upcycled Product Adoption and Environmental Sustainability Metrics

This study investigates how social exclusion influences sustainable consumption patterns, specifically examining its impact on upcycled product adoption as a key metric of circular economy implementation, while also examining the moderating effects of self-efficacy and consumer innovativeness. As social isolation becomes increasingly prevalent in modern society, understanding its effects on sustainable consumption behaviors has become crucial. A survey involving 857 participants was executed in October 2024, and the data were analyzed using structural equation modeling with EQS 6.4. The results revealed that social exclusion positively influences both purchase intention for upcycled products and the perception of ethical consumption. Furthermore, an enhanced perception of ethical consumption significantly enhances purchase intention for upcycled products. Self-efficacy demonstrated significant moderating effects throughout all relationships in the model, notably pronounced in the relationship between social exclusion and ethical consumption awareness. Consumer innovativeness exhibited a significant moderating effect solely on the association between social exclusion and ethical consumption perception, but not on purchase intentions. This research advances sustainability measurement frameworks by establishing quantifiable links between psychological factors and sustainable consumption outcomes, offering practical metrics for assessing the social dimensions of sustainability implementation.