Work

The Effects of Responsible Consumerism on Impulsive Buying Behavior: The Mediating Role of Brand Literacy

Year: 2025

Type: article

Abstract: This study aims to analyze the effects of responsible consumption behavior on impulsive buying, and the mediating role of brand literacy in this relationship. Data collected from 524 Turkish participants using an online survey were analyzed using structural equation modeling (SEM). Responsible consumerism exhibited a negative direct effect on impulsive buying and a positive effect on brand literacy. Brand literacy, in turn, was negatively associated with impulsive buying and partially mediated the responsible consumerism–impulsive buying link. Over-consumption and impulsive buying have received considerable scholarly attention. Yet, only a small number of studies have tested whether value-driven orientations, such as responsible consumerism, can curb these impulses. Even fewer still probe the mediating cognitive role of consumer knowledge (e.g., brand literacy). Furthermore, most existing evidence comes from Western high-income settings. This study addresses that gap by empirically testing the responsible consumerism, brand literacy, and impulsive buying pathway in Türkiye, an emerging and rapidly digitalizing economy. Considering its cross-sectional nature and cultural limitations, this study recommends conducting future longitudinal studies and research in various cultural contexts.

Source: Sustainability

DOI: 10.3390/su17167396

Author: Betül Buladi Çubukcu

Institution: Atatürk University

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: gold

Estimated APC paid: $2,896