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Abstract:

This study investigates the internal psychological processes of consumers in Hyderabad, India, to understand the relationship between Sustainable Consumption Motivation and Sustainable Consumption Behaviour, with Attitude towards Sustainability acting as a mediating variable. Grounded in the Stimulus-Organism-Response (S-O-R) framework, the research addresses the "Green Gap"—the phenomenon where environmental concern fails to translate into consistent action.

Using a quantitative approach and Structural Equation Modelling (SEM), data were collected from a target sample of urban residents including professionals and middle-class households. The study conceptualizes motivation as a multi-dimensional stimulus comprising gain, normative, hedonic, and altruistic drivers. These are processed by the consumer's attitude, which is measured across environmental, economic, and social pillars using the validated ASD scale. The findings reveal that while motivation positively impacts behavior, this relationship is significantly mediated by the consumer's multidimensional attitude. By integrating urbanization and livelihood perspectives, the research provides a validated model to assist policymakers and green marketers in designing intervention strategies that bridge the gap between green intent and actual consumption practices in rapidly transforming Indian metropolitan hubs.