A value adoption approach to sustainable consumption in retail stores

Purpose The United Nations Sustainable Development Goals (SDGs) have urged retail companies to transform by adopting more sustainable practices. One of the key goals is to motivate responsible consumption and production. How to facilitate sustainable consumption of retail consumers is a research question of high theoretical and practical relevance. This research investigates the drivers of less examined sustainable consumer behaviour (reuse) from the perspective of consumers by integrating a value-based adoption model and the theory of planned behaviour (TPB). Design/methodology/approach Two samples of data were collected by using offline and online surveys. The offline survey was conducted at a university in northern Taiwan emphasizing sustainability practices. The online survey was implemented by a market research firm. A total of 518 useable questionnaires were obtained for data analysis by using the structural equation modelling. Findings Consistent with TPB, perceived behavioural control, subjective norms, and attitude, generate reuse intention in retail stores. Furthermore, the results also show the validity of the value adoption approach in predicting reuse intention in retail stores. Economic benefits and identity expressiveness are key facilitators and perceived inconvenience is a key barrier to perceived value and perceived value influences reuse intention in retail stores. Originality/value This research contributes by moving beyond TPB and proposing a value-based adoption approach to explain sustainable consumer behaviour in retail stores from the consumer perspectives. Based on the findings, value adoption strategies for retailers to facilitate sustainable consumer behaviour are proposed.