Dr. Muddassar Sarfraz
School of Management, Zhejiang Shuren University, China
Title: Eco-consciousness to Eco-consumption: Unraveling the Drivers of Sustainable Consumption Behavior under the Mediated-Moderated Model
Abstract:
The impact of climate change has malformed the world’s ecosystem, thus making humans call for environmental protection. Climate change, the biggest trauma of the 21st century, has made humans switch towards natural consumption. In this regard, the growing phenomenon of industrialization has spurred consumers to invest more in ecological products. Consuming eco-friendly products has several benefits; however, countries are still unable to satisfy the consumer's concern for the environment. The current study presents literature on environmental concerns, psychological well-being, willingness to pay for pro-environmental products, pro-environmental self-identity, and pro-environmental consumer behavior, which are required to ensure the consumer's organic behavior. The research used a questionnaire-driven methodology to gather data from 379 participants. Data analysis was conducted using statistical software packages, specifically SPSS (Version: 4.1.0.0). The suitability of the measurement model was evaluated through Structural equation modeling (SEM), which was performed utilizing the SmartPLS. According to the research findings, there is a positive relationship between variables in the study, and individuals with greater levels of psychological well-being are more likely to engage in behaviors that promote sustainable consumption. In order to foster more sustainable consumption patterns in society, policymakers, marketers, and educators may find these findings to be valuable insights. As a result of its empirical exploration of these relationships, the study contributes to the growing body of literature on environmental psychology and sustainable marketing, emphasizing the important role psychological factors play in promoting a greener environment.
Keywords: Sustainable Consumption; Sustainable Environment; Pro-environmental consumption behavior; Sustainability; Psychological Well-being
Biography:
Dr. Muddassar Sarfraz holds the position of Assistant Professor within the School of Management at Zhejiang Shuren University, People's Republic of China. In addition, he is a member of the Research Center for Engineering and Management at the Politehnica University of Timisoara, Romania. After completing a prestigious post-doctoral fellowship in business administration at Hohai University, he has gained considerable experience as a researcher and lecturer at various prominent institutions.
Dr. Sarfraz has taught a diverse range of subjects, including business research methods, business management, corporate social responsibility, business strategy, organization behaviour, project management and strategic management. His reputation as a keynote speaker at national and international conferences further highlights his expertise and influence in the academic community.
With an impressive publication record, Dr. Sarfraz has contributed over 150 papers to international academic journals and conferences, showcasing his dedication to advancing knowledge in his field. In addition to his scholarly contributions, he holds editorial positions as an associate and guest editor for numerous journals, as well as serving on the editorial boards of several others. Dr. Sarfraz's professional affiliations include memberships in the British Academy of Management, the Chinese Economists Society, the World Economic Association, and the American Economic Association. Furthermore, he represents Pakistan as an ambassador for the International MBA program at Chongqing University in the People's Republic of China.