Article 2025 · 1 citations

The Effects of Responsible Consumerism on Impulsive Buying Behavior: The Mediating Role of Brand Literacy

Abstract

This study aims to analyze the effects of responsible consumption behavior on impulsive buying, and the mediating role of brand literacy in this relationship. Data collected from 524 Turkish participants using an online survey were analyzed using structural equation modeling (SEM). Responsible consumerism exhibited a negative direct effect on impulsive buying and a positive effect on brand literacy. Brand literacy, in turn, was negatively associated with impulsive buying and partially mediated the responsible consumerism-impulsive buying link. Over-consumption and impulsive buying have received considerable scholarly attention. Yet, only a small number of studies have tested whether value-driven orientations, such as responsible consumerism, can curb these impulses. Even fewer still probe the mediating cognitive role of consumer knowledge (e.g., brand literacy). Furthermore, most existing evidence comes from Western high-income settings. This study addresses that gap by empirically testing the responsible consumerism, brand literacy, and impulsive buying pathway in T & uuml;rkiye, an emerging and rapidly digitalizing economy. Considering its cross-sectional nature and cultural limitations, this study recommends conducting future longitudinal studies and research in various cultural contexts.

Keywords

responsible consumption brand literacy impulsive buying structural equation modeling sustainable consumer behavior CONSUMPTION OVERCONSUMPTION PRODUCTS TRAITS

WoS Categories

Green & Sustainable Science & Technology Environmental Sciences Environmental Studies

Sustainable Development Goals

Responsible Consumption and Production Climate Action Life Below Water Life on Land Quality Education Zero Hunger

Citation

Journal: SUSTAINABILITY
Year: 2025
Volume: 17
Issue: 16
eISSN: 2071-1050
DOI: 10.3390/su17167396
WoS UID: WOS:001558374200001

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