Analysing Socially Responsible Consumption Among Eastern Mediterranean University Students

The concept of sustainable consumption and socially responsible consumption practises at the global level has been shaped by concerns surrounding the growing global population and the effects of social systems, economic trends, and environmental transformations. This study aims to analyse the concept of socially responsible consumption and investigate the psychological factors that influence university students as consumers to engage in sustainable and ethical behaviours. University students' consumption habits are essential for understanding future social norms, as they significantly impact the future. To achieve the purpose of this study, an extensive exploration of existing literature on the concept of socially responsible consumption was carried out to discover the various definitions proposed by researchers in the past. The study used the theory of planned behaviour and the norm activation theory to understand the predictive factors influencing intentions and actual behaviours related to socially responsible consumption. Six hypotheses were developed from both theories and later tested through structured questionnaires shared with Eastern Mediterranean University students. Correlation and multiple regression analysis were conducted from the data obtained from 140 students who participated in the survey. Results indicate that only obligations failed to predict intentional behaviours among the six tested hypotheses. The factors that were formulated to predict intentional behaviours had a significant effect, although to a different degree. The results also portrayed a positive relationship between university students' intentional behaviours towards the practice of SRC. The study concludes with its findings' theoretical and managerial implications for institutions of higher learning, decision-makers, and marketers. The limitations and suggestions for future research were also discussed. Keywords: Sustainable Consumption, Socially Responsible Consumption, Intentions, Knowledge Awareness, Attitudes, Subjective Norms, Perceived Behavioural Control, Moral Obligations.