STRUCTURAL MODELLING OF FACTORS ASSOCIATED WITH SUSTAINABLE CONSUMER BEHAVIOR IN THE RA

Abstract

The research is examined, how attitudes, availability of sustainable products, social norms and trust relate to self-reported sustainable consumer behavior in Armenia, using PLS-SEM on survey data from 397 respondents. In the full model the trust construct has the largest estimated positive association with behavior (β = 0.357), followed by availability (0.186) and attitude (0.160); social norms are not significant (0.044). R² is 0.331. Measurement is weak, however: the trust items mix trust with awareness and affordability, three constructs have low reliability, discriminant validity is not established, and SRMR is 0.100. When trust is reduced to its one direct item, its association is no longer significant and availability is the largest. The findings are exploratory.