Transforming consumption: the role of digital experiences, consumer spirituality, environmental beliefs, and digital efficacy in driving sustainable choices

Abstract

This study examines the interaction of consumer spirituality, digital consumer experiences, and environmental beliefs in driving sustainable consumption behaviour. Drawing on the Value-Belief-Norm theory (VBN), the study seeks to reveal how these factors shape attitudes and ultimately influence eco-conscious choices. Results indicate that consumers with higher levels of spirituality are more likely to believe their actions have environmental and societal consequences. Additionally, positive digital experiences enhance consumers’ belief in the ability of online platforms to support sustainable choices. Study results show that, both positive attitudes towards sustainable consumption and beliefs in digital efficacy could lead to actual sustainable behaviours. Unexpectedly, beliefs about environmental and societal consequences did not significantly impact attitudes towards sustainable consumption. This highlights a potential gap between consumer awareness and their willingness to act, pointing to the importance of finding ways to transform awareness into behaviour change. This study aims to offer actionable insights for businesses and policymakers seeking to promote sustainability, whilst emphasising the importance of designing positive digital experiences and understanding consumer motivations to effectively encourage eco-conscious consumption.