In the 21st-century marketplace where sustainability emerges as macro trend, an overbearing question still remains unaddressed: does ecological awareness equate circular purchase intention, or is it merely a matter of image for Generation Z and Millennials in emerging markets? Filling this gap, we investigate the young consumer’s purchase intention of refurbished furniture items in Delhi-NCR. Drawing on the Theory of Planned Behaviour and Social Learning Theory, and Social Cognitive Theory to explain the psychological and social drivers of circular purchase intention, our hypotheses examined the direct effect of environmental consciousness on circular purchase intention and indirect effects through self-image congruence and social media exposure, as well as via attitude. Data were collected through a survey with 314 respondents, which were analysed using partial least squares structural equation modelling (PLS-SEM). Environmental consciousness is found to have a positive impact on circular purchase intention, whereas self-image congruence and social media exposure affect the environmental consciousness thus indirectly affecting attitudes towards circular products. The mediator that appeared to be dominant relating these antecedents with intention was attitude. The research contributes to the literature by incorporating identity alignment and digital social exposure into TPB-based models of circular consumption in an emerging economy context, providing managerial implications for marketers and policymakers operating circular furniture market in India.
Vig et al. (Thu,) studied this question.