"Household Sustainability Behavior: A Comparative Analysis of Rural and Urban Consumers"

This study investigates the adoption of sustainable household practices and the use of sustainable products among rural and urban households in Goa. It aims to analyze household sustainability behavior, compare rural and urban respondents, and examine the relationship between sustainability practices and the adoption of sustainable products. Primary data were collected from 310 respondents using a structured questionnaire via a stratified convenience sampling approach involving rural and urban households across selected talukas in North Goa. The respondents included students, homemakers, working professionals, and other household consumers. Descriptive statistics, reliability analysis, independent-samples t-tests, correlation analysis, regression analysis, and exploratory factor analysis were conducted using Jamovi. The results indicated moderate to high levels of sustainability-oriented behavior among respondents. Rural households exhibited significantly higher sustainability practices and greater adoption of sustainable products compared to urban households. Reliability analysis confirmed excellent internal consistency of the measurement scales. Correlation and regression analyses demonstrated a strong positive relationship between sustainability practices and sustainable product adoption. Exploratory factor analysis identified a single dominant factor representing household sustainability orientation. The study concludes that environmentally responsible household behavior positively influences the adoption of sustainable household products in Goa. These findings contribute to the literature on sustainable consumption and offer practical implications for policymakers, environmental agencies, and sustainability advocates.

Sustainable Household Practices, Sustainable Product Adoption

1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T [Google Scholar] [Crossref]

2. Al-Swidi, A., & Saleh, R. M. (2021). How green our future would be? An investigation of the determinants of green purchasing behavior of young citizens in a developing country. Environment, Development and Sustainability, 23(9), 13436–13468. https://doi.org/10.1007/s10668-020-01220-z [Google Scholar] [Crossref]

3. Amoako, G. K., Dzogbenuku, R. K., & Abubakari, A. (2020). Do green knowledge and attitude influence the youth’s green purchasing? Theory of planned behavior. International Journal of Productivity and Performance Management, 69(8), 1609–1626. https://doi.org/10.1108/IJPPM-12-2019-0595 [Google Scholar] [Crossref]

4. Arora, C. (2022). Determinants of green consumption behaviour: Empirical evidence from India. Applied Ecology and Environmental Sciences, 10(7), 472–487. https://doi.org/10.12691/aees-10-7-6 [Google Scholar] [Crossref]

5. Barr, S., & Gilg, A. (2006). Sustainable lifestyles: Framing environmental action in and around the home. Geoforum, 37(6), 906–920. https://doi.org/10.1016/j.geoforum.2006.05.002 [Google Scholar] [Crossref]

6. Biswas, A., & Roy, M. (2015). Leveraging factors for sustained green consumption behavior based on consumption value perceptions: Testing the structural model. Journal of Cleaner Production, 95, 332–340. https://doi.org/10.1016/j.jclepro.2015.02.042 [Google Scholar] [Crossref]

7. Dangelico, R. M., Nonino, F., & Pompei, A. (2021). Which are the determinants of green purchase behaviour? A study of Italian consumers. Business Strategy and the Environment, 30(5), 2600–2620. https://doi.org/10.1002/bse.2766 [Google Scholar] [Crossref]

8. Desai, V. (2024). A study of consumers’ purchasing behavior towards green products in India. Sachetas, 3(1), 45–58. https://doi.org/10.55955/3006 [Google Scholar] [Crossref]

9. Do Paço, A., Shiel, C., & Alves, H. (2019). A new model for testing green consumer behaviour. Journal of Cleaner Production, 207, 998–1006. https://doi.org/10.1016/j.jclepro.2018.10.105 [Google Scholar] [Crossref]

10. Ertz, M., Karakas, F., & Sarigöllü, E. (2016). Exploring pro-environmental behaviors of consumers: An analysis of contextual factors, attitude, and behaviors. Journal of Business Research, 69(10), 3971–3980. https://doi.org/10.1016/j.jbusres.2016.06.010 [Google Scholar] [Crossref]

11. Francis, A., & Sarangi, G. K. (2022). Sustainable consumer behaviour of Indian millennials: An empirical study. Cleaner and Responsible Consumption, 5, 100085. https://doi.org/10.1016/j.clrc.2022.100085 [Google Scholar] [Crossref]

12. Jain, V. K., Gupta, A., Verma, H., & Anand, V. P. (2023). Embracing green consumerism: Revisiting the antecedents of green purchase intention for millennials. International Journal of Sustainable Agricultural Management and Informatics, 9(2), 145–162. https://doi.org/10.1504/IJSAMI.2023.10056321 [Google Scholar] [Crossref]

13. Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1–2), 128–143. https://doi.org/10.1016/j.ism.2015.04.001 [Google Scholar] [Crossref]

14. Kennedy, R. F., et al. (2024). Green consumption and sustainable lifestyle: Evidence from consumer sustainability behaviour. Administrative Sciences, 14(10), 262–281. https://doi.org/10.3390/admsci14100262 [Google Scholar] [Crossref]

15. Khare, A. (2015). Influences and consequences of green purchase behavior: A study of Indian consumers. Marketing Intelligence & Planning, 33(3), 309–329. https://doi.org/10.1108/MIP-09-2013-0141 [Google Scholar] [Crossref]

16. Narassima, M. S., Mohanavelu, T., McDermott, O., Harssheny, G., Shruthi, S. V., & Suraj, T. (2025). Coupling responsible consumption and sustainable production using consumers’ green purchase behaviour. Cleaner and Responsible Consumption, 16, 100291. https://doi.org/10.1016/j.clrc.2025.100291 [Google Scholar] [Crossref]

17. Ottman, J. A. (2011). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Berrett-Koehler Publishers. https://doi.org/10.4324/9781351278680 [Google Scholar] [Crossref]

18. Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134. https://doi.org/10.1016/j.jretconser.2015.11.006 [Google Scholar] [Crossref]

19. Peattie, K. (2010). Green consumption: Behavior and norms. Annual Review of Environment and Resources, 35(1), 195–228. https://doi.org/10.1146/annurev-environ-032609-094328 [Google Scholar] [Crossref]

20. Saxena, R., & Khandelwal, P. K. (2010). Can green marketing be used as a tool for sustainable growth? A study performed on consumers in India. The International Journal of Environmental, Cultural, Economic and Social Sustainability, 6(2), 277–291. https://doi.org/10.18848/1832-2077/CGP/v06i02/54713 [Google Scholar] [Crossref]

21. Sharma, K., Gupta, S., & Jain, R. (2023). Factors affecting green purchase behavior: A systematic literature review. Business Strategy and the Environment, 32(7), 3630–3653. https://doi.org/10.1002/bse.3237 [Google Scholar] [Crossref]

22. Singh, D. P. (2011). Green consumerism in India: Emerging opportunities and challenges. Global Business Review, 12(3), 447–457. https://doi.org/10.1177/097215091101200308 [Google Scholar] [Crossref]

23. Sinha, R., & Verma, P. (2022). The antecedents of green purchase behaviour of Indian households. Journal of Cleaner Production, 350, 131507. https://doi.org/10.1016/j.jclepro.2022.131507 [Google Scholar] [Crossref]

24. Stern, P. C. (2000). Toward a coherent theory of environmentally significant behavior. Journal of Social Issues, 56(3), 407–424. https://doi.org/10.1111/0022-4537.00175 [Google Scholar] [Crossref]

25. Upadhyaya, A. S. (2024). Customers’ purchase intention of green cosmetics in India. Indian Journal of Marketing, 54(2), 35–49. https://doi.org/10.17010/ijom/2024/v54/i2/174187 [Google Scholar] [Crossref]

26. Vermeir, I., & Verbeke, W. (2008). Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological Economics, 64(3), 542–553. https://doi.org/10.1016/j.ecolecon.2007.03.007 [Google Scholar] [Crossref]

27. Yadav, R., & Pathak, G. S. (2017). Determinants of consumers’ green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological Economics, 134, 114–122. https://doi.org/10.1016/j.ecolecon.2016.12.019 [Google Scholar] [Crossref]

• Eco-Microcredit and Rural Transformation: The Mediating Role of Sustainable Farming Practices and the Moderating Effect of Financial Literacy on Household Sustainability
• Comparative Analysis of Traditional and Innovative Methods for Rare Earth Element Extraction
• Global Trends in Sustainability Reporting: A Malaysian Evidence
• Blockchain for Transparency: Tracking Zero-Waste Practices Across the Fashion Value Chain in Bangladesh
• Entrepreneurship and the Path to Globalizing Jamdani Weaving: Tradition, Innovation, and Sustainable Digital Practices