Exploring the antecedents of sustainable consumers' purchase intentions: Evidence from emerging countries

The purpose of this research study is to examine the antecedents sustainable purchasing intention among two Asian countries' consumers, namely, India and Indonesia. Snowball sampling used collect data from 642 respondents countries, analyzed using structural equation modeling. Results reveal that antecedent variables such as environmental knowledge concern had a substantial impact on attitudes (SAs) perceived behavior control; however, control no Indian consumers. While for subjective norms decisive moderating association between SAs intention; Indonesian it did not. Further, not show any consumers' intention. Finally, trust showed significant relationship SAs, customers but