This study examines the relationships and mediation effects among conscientiousness, perceived behavioral control, purchase intention, and purchase behavior towards sustainable-labeled products. Using a cross-sectional survey design with self-reported data, the research employs statistical methods to analyze these relationships. The findings validate hypotheses H1 through H7, revealing significant direct and mediation effects among the studied variables. The results highlight that conscientiousness positively influences purchase behavior through the mediating roles of perceived behavioral control and purchase intention. From a practical perspective, marketers and policymakers can enhance sustainable purchasing behavior by fostering consumer conscientiousness and perceived behavioral control through targeted education, transparent communication, and improved accessibility to sustainable products. This study offers valuable insights into the multi-step process through which conscientiousness drives sustainable purchasing behavior, emphasizing the pivotal roles of perceived behavioral control and purchase intention.
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