A Behavioural Control Investigation Towards Greater Sustainability

Consumers may intend to consume sustainable products, but they often do not do so- a phenomenon typically described as the intention -behaviour gap caused by behavioural control. The aim of this research is to grow understanding in the application of behavioural control and its influence on consumption choice favouring sustainable products. Utilising a combination of within- and between-scenarios experimental approach, this research investigates Malaysian consumers' intention to purchase sustainable products under varying degrees of behavioural control. The findings from this research provide nuanced recommendations to manipulate behavioural control and to facilitate an ideal shift towards more sustainable consumption behaviour.