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In an era where climate collapse is a serious concern, it is not only prudent to align our purchasing decisions with our investment decisions, but it is also the foundation of living sustainably and hence this study investigates the relationship between sustainable consumption behaviour (SCB), socially responsible investing (SRI), and attitude. It also aims to examine the moderating effect of perceived risk. A purposive sample of 256 respondents was used to gather the data. Variance-based partial least squares structural equation modelling (PLS-SEM) was used to test the hypotheses and validate the proposed model. The findings show that SCB has a considerable impact on both attitude towards SRI and SRI, and that attitude towards SRI has a positive effect on SRI. Results showed an insignificant moderating effect of perceived risk on the relationship between SCB and SRI. The results highlight the importance of internal beliefs and values in determining sustainable consumer behaviour. Further, the insignificant moderating effect of risk on the SCB–SRI relationship indicates strong value-driven behavior.

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Are Sustainable Consumers Socially Responsible Investors? An Empirical Examination Using PLS-SEM

  • 会议论文

  • 发表日期：

    2026年

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  • Sagar Balu Gaikwad,
  • Sushma Verma,
  • Anju Motwani

摘要

In an era where climate collapse is a serious concern, it is not only prudent to align our purchasing decisions with our investment decisions, but it is also the foundation of living sustainably and hence this study investigates the relationship between sustainable consumption behaviour (SCB), socially responsible investing (SRI), and attitude. It also aims to examine the moderating effect of perceived risk. A purposive sample of 256 respondents was used to gather the data. Variance-based partial least squares structural equation modelling (PLS-SEM) was used to test the hypotheses and validate the proposed model. The findings show that SCB has a considerable impact on both attitude towards SRI and SRI, and that attitude towards SRI has a positive effect on SRI. Results showed an insignificant moderating effect of perceived risk on the relationship between SCB and SRI. The results highlight the importance of internal beliefs and values in determining sustainable consumer behaviour. Further, the insignificant moderating effect of risk on the SCB–SRI relationship indicates strong value-driven behavior.